Editorial
What's threatening your sales pipeline?
7 key pointers that could be the difference between a full or lacklustre pipeline
If you’ve ever sat in a room where marketing gripes about sales and sales points the finger at marketing, you’ve seen firsthand how easy it is to derail pipeline success.
No matter how sophisticated your tech stack or how slick your campaigns are, misalignment can sink your efforts. Based on decades of working with the channel, we offer up our experience; here are the key things that could improve your pipeline for the better.
1. Marketing and sales don’t agree on what success looks like.
Shift perspective:
Companies with aligned goals see 67% higher conversion rates (source: MarketingProfs).
How many times have you started the quarter with vague targets like “drive more leads”? That lack of clarity breeds finger-pointing later. The fix? Sit down together and map out the metrics that actually matter.
This means goals beyond a quarter that align with sales cycles and buyer engagement using intent indicators throughout a buyer’s journey. Only then can you set expectations for the number of opportunities needed to close deals and generate revenue. This is the seamless and transparent process between sales and marketing functions that holds accountability and offers the ability to measure ROI across all activity.
Collaboration at this level builds trust and ensures everyone is pulling in the same direction.
2. Poor data costs businesses millions, whether it’s £s, $s or Euros
Shift perspective:
Accurate lead data can improve ROI by 20% (source: Experian).
Every time your team chases a bad lead, they’re wasting time they could spend closing real deals. It’s not just about having data; it’s about having usable data. Bad data isn’t just frustrating—it’s demoralising. Sales teams lose faith in the system and start cherry-picking leads, making the entire process less efficient. Clean your CRM, invest in better data hygiene, and establish a regular cadence for data reviews.
Every bad lead you remove clears the path for a better opportunity.
3. Most marketing efforts are abandoned before they can show results.
Shift perspective:
Companies focusing on the long term see a 58% competitive advantage (source: Harvard Business Review).
We’ve all been there. A campaign launches with fanfare, but six weeks later, the budget gets pulled because “it’s not working.” Here’s the kicker: great marketing takes time. Buyers today are savvier than ever, and they need multiple touchpoints before they’re ready to engage. That’s why long-term strategies that build awareness and trust outperform quick-fix approaches every time.
Set realistic timelines, communicate them clearly, and stick to the plan.
4. You don’t need more data, tools or content.
Shift perspective:
You need a proven, efficient process designed to align, equip, and deliver guaranteed outcomes.
Market Activation™ bridges the gap between marketing and sales, creating a seamless handoff process that guarantees success.
If you’re ready to create certainty in your lead pipelines and stop leaving revenue on the table, let’s chat.
5. 79% of marketing leads never convert due to poor nurture.
Shift perspective:
Companies that nurture leads over the long term generate 50% more sales-ready opportunities at a lower cost (source: Marketo).
Everyone says they nurture, but mostly we see leads in CRMs stuck in limbo. If you’re only reaching out when it’s time to sell, you’re missing the mark. Lead nurturing is about delivering value at every stage of the buyer’s journey. This means personalised emails, insightful content, and consistent engagement that demonstrates your understanding of their challenges.
Automation tools can help, but nothing replaces a tailored approach that makes each lead feel valued.
6. Sales teams ignore leads they don’t trust.
Shift perspective:
When sales teams trust leads, revenue increases by 32% (source: Aberdeen Group).
Leads without context don’t just waste time; they break trust between marketing and sales. Equip your sales team with detailed insights, such as engagement history, pain points, and buying intent.
When sales teams feel confident about the quality of their leads, they’re more motivated to follow through, and conversion rates soar.
7. You won't get orders if you don't call
Shift perspective:
Don't let only 40% of marketing-nurtured leads get one call attempt, leaving the rest to die.
Never underestimate the 'Power of P's' in Sales Nurture: Perseverance, Patience, and Persistence. Without them in abundance, all that valuable marketing budget, efforts and skills of the teams there, oiling the cogs of brand awareness and lead nurture, cannot be optimised.
That said, not every lead is going to go somewhere this time around. For those, a robust re-nurture process by the marketing team will continue the engagement until the next time. Find ways to be better as a joined-up team.
Never lose sight of a lead
This approach doesn’t just generate leads; it's proven to deliver actionable insights, backed by processes built in to drive sales and marketing nurture in a unified platform that will integrate with your CRM
▶️ Book a call with a specialist if you're interested in achieving at least 500% ROI and a robust marketing and sales pipeline producing better outcomes for your business.
See how it works
We ensure every lead is vetted, enriched, and primed for action. No vanity leads, no wasted effort. Just results you can trust. With Market Activation™, you’re not just fixing your disjoint between sales and marketing, you’re building a robust pipeline:
- Leads are continually validated to ensure accuracy.
- Engagement history provides sales teams with the context they need to act confidently.
- Our always-on systems mean no lead is left behind.
