Scrappy ABM Why Sales Thinks Marketing is Useless | Ep. 198
Aug 25, 2025
Discover why sales teams often see marketing as irrelevant. The discussion dives into key miscommunications that erode trust, like differing definitions of leads and timelines. It highlights the clash between marketers' long-term planning and sales' immediate needs. Seasonality's impact on program buy-in is also explored, along with how compensation structures complicate teamwork. Finally, practical solutions are offered to bridge the gap between these crucial teams and foster better collaboration for future strategies.
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Presentation That Destroys Trust
- Mason describes the common meeting where marketing presents a flawless plan and sales mutinies instead of buying in.
- That single failed meeting often destroys trust in future marketing programs across the revenue team.
Define Key Terms Together
- Ask marketing and sales leaders to define lead, contact, MQL, SQL, opportunity, customer, program, and campaign aloud.
- Align on exact definitions so delivered metrics match sales expectations and avoid future disappointment.
Same Words, Different Meanings
- Using the same words but meaning different things creates systemic miscommunication and broken trust.
- Marketing can hit its stated metrics yet still leave sales disappointed if definitions differ.