What Sales Wishes Marketing Knew

Sales doesn’t need more leads.
They need better ones.
Ones who are informed, ready, and clear on what you actually offer.

And they don’t need more decks.
They need tools that help them close, not just “evangelize.”

But here’s the thing: most of this never gets said out loud. Sales and marketing are supposed to be on the same team, but often, they’re playing from different playbooks.

Here’s what I’ve heard over the years from Sales (directly and indirectly):

  • “This messaging doesn’t match what I’m seeing in the field.”

  • “I don’t use the 20 page marketing deck, I use my own pitch deck.”

  • “These leads don’t know what we do - I have to start from scratch.”

  • “We’re not getting the right assets at the right stage.”

  • “The pricing page and the marketing pitch deck tell different stories.”

  • “Why are we promoting this if we can’t support it operationally?”

None of these are just “sales problems.” They’re signs of misalignment. And they usually show up too late, when a deal’s already gone cold, or a buyer’s already confused.

Marketing’s role? Close that gap.

The best marketing teams I’ve worked with treat Sales like a primary audience:

  • They build for enablement, not just awareness

  • They test messaging against real objections

  • They prioritize clarity over cleverness

  • And they never assume they know better … they ask

Because when marketing and sales share insights, feedback loops, and a common POV, everything improves:

  • Funnel efficiency

  • Win rates

  • Brand credibility

  • And trust - both internal and external

Want to make your next campaign better?

Start by asking Sales:
“What do you wish we understood?”

Then listen. Really listen.
Because their answer might be the missing piece in your entire strategy.

 

For a deeper dive, read the full Perspective: Marketing, Get in the Car with Sales!

 

 

Feel free to share this with your social networks! 

Clint Allen