Why bother with marketing when sales is working well?

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You lead a B2B organisation with a strong sales team that consistently delivers. Your average transaction is significant, and your revenue stream is healthy. In this scenario, marketing might seem like an unnecessary overhead. After all, why allocate budget and resources to marketing when your sales process is already effective? This question is common in technical industries where the sales process is complex and protracted. But is sidelining marketing truly the best strategy for sustained business growth? In this blog, I will explore why continued investment in marketing could be crucial even when your sales figures look good.

Amplifying success

Building Brand Advocacy
Even the most adept sales teams thrive on the reputation and credibility of the brand they represent. Marketing, in this regard, is your best ally. It amplifies the word-of-mouth that your satisfied customers generate through well-curated projects like case studies and testimonials. A case study showcasing a problem solved or value delivered turns your successes into tangible examples that potential clients trust. Marketing ensures these stories reach the right ears, enhancing your brand’s reputation and opening opportunities for your sales team to pursue. 

Expanding reach
What about potential clients who have not yet heard of your company? Sales teams excel within their networks, but marketing casts a wider net. Through targeted advertising and content marketing, your brand can reach audiences that are out of your sales team’s direct reach but are likely prospects. Whether through LinkedIn ads tailored to specific industries or thought leadership articles on key trends, marketing engages these potential clients, piquing their interest and guiding them into the sales funnel. This dual approach ensures that while your sales team works on converting the leads they know, marketing is busy generating new leads they do not know.

Why bother with marketing when sales is working well?

Enabling sales to do more

Supporting Sales Teams
Marketing provides your sales team with tools that are necessary for today’s competitive environment. Consider the depth of analytics that marketing can leverage to enhance each sales interaction. This is not just about having a name and a number; it is about understanding the client’s business challenges, their industry dynamics, and even their digital behavior. With enriched lead data, your sales team walks into a meeting and offers a solution that is tailored and timely. Additionally, marketing produces sales materials that are driven by insights, not just information. These are tools designed to echo the unique needs of each lead, positioning your sales team as advisors, not just vendors.

Nurturing leads
Lead nurturing is another critical arena where marketing dramatically boosts the efficacy of your sales strategy. The journey from a cold lead to a closed sale is seldom quick, especially in B2B contexts where decisions are pondered and not impulsed. Here, marketing steps in with a series of targeted communications crafted to keep potential clients engaged and informed. This might be through email sequences that educate and enlighten, social media interactions that build community, or webinars that demonstrate thought leadership. Each touchpoint is an opportunity to prepare the lead, making them more receptive when your sales team makes its move. The result? Improved conversion rates, more efficient sales cycles, and a better ROI on each prospect engaged.

Why bother with marketing when sales is working well?

Streamlining marketing for brand consistency

Shadow marketing challenges
Shadow marketing might sound like industry jargon, but it is a very real phenomenon that can disrupt even the most well-oiled sales machine. It occurs when marketing activities—like sending out client communications, updating the company website, or even crafting presentation decks—happen without the oversight or involvement of the designated marketing team. Often it’s not out of malintent; rather, it stems from different teams trying to fill gaps they perceive in the marketing strategy. While this initiative can be commendable, it typically lacks the strategic alignment and cohesion that a dedicated marketing team brings.

Ensuring brand consistency
The risks of shadow marketing are significant. When different parts of an organisation send mixed messages, it confuses your market. Your brand’s voice should be clear and consistent, which is hard to maintain when multiple authors are writing the script. Herein lies the value of a unified marketing strategy. With all marketing efforts centralised, your business can ensure that every piece of content, every campaign, and every communication amplifies the same message, reinforcing your brand’s identity rather than diluting it. A cohesive marketing strategy enhances the overall customer experience, ensuring that your business is accurately represented and recognised in the market.

Why bother with marketing when sales is working well?

Long-term strategic value

Marketing ensures that your product or service is not just visible but also resonant with the right audience. Through comprehensive market research and competitive analysis, marketing teams help shape the positioning that makes your offerings stand out in a crowded marketplace. This is not a static process but an ongoing one that adapts as market dynamics evolve.

Furthermore, marketing’s role in product development is often underappreciated. Marketers gather insights from customer feedback, industry trends, and performance data to identify opportunities for new products or improvements to existing ones. This information feeds into the product development cycle, ensuring that what you create meets real, articulated needs, thereby enhancing product-market fit.

Adaptability is another key attribute of effective marketing. As market conditions shift and customer needs change, marketing strategies must pivot accordingly. This agility enables your business to stay relevant and competitive, regardless of external pressures. By continually adapting marketing strategies to better meet customer expectations and react to new market opportunities, you ensure that your sales efforts are not just sustained but can truly thrive in the long term. This ongoing adaptation supports sustainable sales success, making sure that your business is not merely reacting to the present but is also well-prepared for the future.

Why bother with marketing when sales is working well?

Leveraging data-driven insights

Leveraging Data
Marketing teams utilise data analytics as the core of their strategy. This involves delving deep into data to uncover patterns in customer behaviours, preferences, and emerging trends. These insights enable your marketing strategies to be both reactive and proactive, optimising your current sales tactics and shaping future approaches. This method ensures that your sales team is reaching out with solutions that are anticipated and desired by the market.

Personalisation at Scale
One of the most effective uses of data-driven insights in marketing is the ability to personalise at scale. By engaging customers across platforms on an individual level, you significantly enhance the quality of their interaction with your brand, leading to higher engagement rates, increased customer satisfaction, and, ultimately, better sales outcomes. 

Why bother with marketing when sales is working well?


Throughout this blog I have demonstrated how vital marketing remains, even when sales appear self-sustaining. From amplifying success through brand advocacy and expanding reach, to enabling sales teams with strategic tools and nurturing leads, marketing proves to be an indispensable ally. I have addressed the necessity of managing shadow marketing to maintain brand consistency and outlined the long-term strategic value of marketing in adapting to market changes and guiding product development. Finally, leveraging data-driven insights allows for personalisation at scale, enhancing customer satisfaction and sales effectiveness. Each of these points illustrates that marketing is not merely an adjunct to sales but a fundamental aspect of a comprehensive strategy for sustained business growth and resilience.

Drive revenue with Resonate’s sales-centric marketing solutions

At Resonate, we have a sales-centric approach to our full-stack marketing services, ensuring that every aspect of your marketing strategy directly contributes to your sales goals. Our expertise spans the entire marketing spectrum, from digital campaigns to brand management, all designed to resonate with your target audience and drive measurable results. If you are looking to enhance your sales through strategic marketing, visit our marketing services page to discover how our tailored solutions can transform your business’s outreach and growth.

RK is the CEO & Co-Founder of Resonate.

RK is Resonate’s chief strategist, thought leader, and IT industry veteran. Our clients depend on RK to advise on their business strategy, channel strategy, and sales strategy. 

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