Sales and marketing teams have distinct roles and perspectives, which can lead to challenges such as misaligned metrics and priorities, as well as hurdles in collaboration when targets aren't met. For example, marketing may generate leads that sales finds unqualified, while sales may seek more follow-up discipline. Recognizing these differences provides an opportunity to enhance coordination and understanding between teams, turning potential friction into a foundation for stronger teamwork and shared success.
The reality is that revenue doesn't work that way. Buyers don't experience marketing and sales as separate. They experience one continuous journey from problem recognition through purchase decision. When your internal operations don't mirror that external reality, you create friction, drop opportunities, and leave revenue on the table.
We optimize sales and marketing performance as an integrated system. This means evaluating how demand generation creates a qualified pipeline, how sales converts that pipeline efficiently, and how the two functions align around shared revenue goals rather than competing for credit.
What You Get
Comprehensive assessment and optimization of sales processes, methodologies, territory design, and deal execution, which will improve conversion rates and sales productivity.
When You Need This
Win rates below market benchmarks or declining over time
Sales cycles are lengthening without explanation
Inconsistent execution across the sales team
New reps are taking too long to ramp up
Territory imbalances are creating fairness issues
Complex deals stalling or lost to no-decision
Our Approach
Skills-Based & AI-Driven Sales Process
Traditional sales processes define what to do. Skills-based processes define what to do and how to do it effectively, building capability alongside process.
We evaluate your sales process across key dimensions:
Process-buyer alignment: Do sales stages mirror how customers buy, or reflect internal workflow?
Stage gate criteria: Are qualification and exit requirements clear and enforced?
Activity guidance: Do reps know what activities drive progression at each stage?
Skill requirements: What capabilities are needed to execute each stage effectively?
AI integration opportunities: Where can AI enhance seller effectiveness (opportunity scoring, next best action, conversation intelligence)?
Process adherence: Do reps follow the process, and where do they deviate?
We assess what sales methodology you follow (MEDDICC, MEDDPICC, BANT, Challenger, Sandler, or custom) and whether it's being executed consistently or just documented in slide decks.
Conversion Excellence
We analyze conversion rates at every sales stage, identifying where opportunities stall or fall off:
Top of funnel conversion (lead to qualified opportunity)
Mid-funnel progression (demo to evaluation to proposal)
Bottom of funnel close rates (proposal to closed-won)
Velocity through each stage (time spent before progressing or dropping)
Conversion analysis reveals bottlenecks: Are reps qualifying poorly? Is your demo ineffective? Do proposals lack compelling value? Is pricing a barrier? Different problems require different solutions.
Territory & Capacity Planning
Territory design seems straightforward until you try balancing quota fairness, market coverage, account relationships, and rep capacity simultaneously.
We evaluate:
Territory construction: Are territories balanced by opportunity, workload, or both?
Market analysis: TAM/SAM/SOM sizing to ensure realistic coverage
Account stratification: Classification by potential, not just current revenue
Workload modeling: Can reps effectively work their assigned accounts?
Rep utilization: Are reps over-capacity (missing opportunities) or under-capacity (inefficient)?
Rebalancing frequency: How often do territories change, and does churn harm relationships?
A well-balanced territory model ensures every rep has a fair opportunity to hit quota without creating coverage gaps that leave accounts unmanaged.
Deal Strategy & Execution
Complex enterprise deals require strategic support beyond the standard sales process:
MEDDICC qualification: Comprehensive assessment of Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion
Stakeholder management: Mapping buying committees and building relationships across influencers
Competitive strategy: Win positioning against specific competitors based on win/loss intelligence
Value engineering: ROI quantification, justifying pricing, and accelerating decisions
We provide frameworks for strategic deal support, not just training slides. This includes live deal coaching, transferring skills while closing revenue.
Deliverables
Sales process assessment with adherence analysis and improvement recommendations
Conversion rate analysis by stage with bottleneck identification
Territory design evaluation and rebalancing recommendations
Deal strategy frameworks and qualification tools
Skills assessment identifying capability gaps
AI integration opportunities for sales effectiveness
Sales playbook documentation or refinement
4-6 weeks for assessment; implementation support over 2-3 months
What You Get
Comprehensive evaluation of lead generation funnel, lead quality, conversion rates, and handoff processes to identify where pipeline is created or lost.
When You Need This
MQL to SQL conversion rates are low or declining
Sales complains about lead quality
Marketing-generated pipeline isn't translating to closed revenue
Lead routing and assignment that creates coverage gaps
No clear definition of what makes a qualified lead
Our Approach
Lead Generation Funnel Analysis
We map your entire demand generation funnel from initial awareness through SQL qualification:
Top of funnel performance: traffic sources, content engagement, form conversions
Middle of funnel nurturing: email engagement, content consumption, behavioral scoring
Bottom of funnel qualification: MQL to SQL conversion timing and criteria
Funnel velocity and drop-off analysis by source, campaign, and segment
Lead Scoring & Qualification Framework
Most organizations use lead scoring, but few have frameworks that work. We analyze historical conversion data to build scoring models that predict deal closure:
Behavioral scoring: Which actions indicate genuine buying interest versus casual research?
Demographic scoring: What firmographic and role attributes predict closure?
Scoring threshold calibration: Where to set MQL and SQL thresholds to balance volume with quality
Score decay logic: How to handle leads that go cold
Lead Routing & Assignment Rules
When leads arrive, getting them to the right person quickly matters:
Territory-based assignment ensuring leads reach appropriate coverage
Round-robin versus skill-based routing trade-offs
Speed-to-lead analysis measuring response times
Duplicate detection and account-based routing to prevent conflicts
Marketing-Sales SLA Design
Service level agreements prevent finger-pointing:
Lead response time commitments from sales
Lead follow-up requirements before marking unresponsive
Lead feedback obligations from sales about quality
SQL acceptance criteria and rejection protocols
Feedback loop cadence for performance reviews
Deliverables
Lead generation funnel analysis with conversion rates by stage and source
Lead scoring model recommendations
Lead routing and assignment rules documentation
Marketing-sales SLA framework
MQL to SQL conversion analysis
Lead nurturing strategy recommendations
Timeline: 3-4 weeks for assessment
What You Get
Redesigned processes, shared metrics, and accountability frameworks ensuring marketing and sales operate as one revenue team.
When You Need This
Marketing and sales do not have shared accountability for missed targets
Handoffs between teams drop opportunities
Different definitions of qualified leads cause disputes
No shared accountability for pipeline or revenue
Marketing measured on vanity metrics disconnected from revenue
Our Approach
Revenue Process Integration
We map your complete revenue process from demand creation through closed revenue, identifying where handoffs break:
Lead generation to qualification transition
MQL to SQL progression and ownership
Opportunity creation and forecasting
Sales to customer success handoff
Each transition point is an opportunity for misalignment, dropped context, or delayed response.
Shared Metrics & Accountability
When marketing is measured on MQLs and sales on closed revenue, misalignment is inevitable. We establish shared metrics that both teams own:
Pipeline contribution (what percentage comes from marketing?)
Pipeline conversion (what percentage of marketing-sourced pipeline closes?)
Revenue contribution (actual revenue attributed to marketing efforts)
Conversion rates by stage (where do opportunities stall or die?)
Sales and Marketing Alignment Score (collaborative effectiveness)
Feedback Loop Design
Marketing improves when it receives specific, actionable feedback from sales:
What happened to leads after handoff?
Which campaigns generated the highest-quality opportunities?
What messaging resonated versus what was missed?
Which buyer personas and ICPs converted best?
What objections or gaps did prospects raise?
We design structured feedback mechanisms: joint review meetings, campaign retrospectives, and win/loss analysis integration.
Account-Based Marketing (ABM) Integration
For strategic account targeting:
Strategic ABM (1-to-1 programs for highest-value accounts)
ABM Lite (1-to-few for account clusters)
Programmatic ABM (1-to-many scaled personalization)
Intent data integration triggering engagement
ABM only works when sales and marketing coordinate on target accounts, engagement strategies, and coverage of buying committees.
Deliverables
End-to-end revenue process map showing handoffs and friction
Shared metrics framework with definitions and accountability
Feedback loop design with review cadences
ABM strategy and account selection criteria
Sales and marketing alignment scorecard
Integrated planning process for campaigns and territories
Timeline: 3-5 weeks for design; implementation support over 2-3 months
What You Get
Analytics infrastructure measuring sales and marketing contribution to pipeline and revenue, enabling data-driven decisions.
When You Need This
Can't answer "What's our marketing ROI?" or "Where does pipeline come from?"
Don't know which campaigns or sales activities drive revenue
Attribution is first-touch or last-touch only
Pipeline coverage ratios are unclear by segment or source
Forecasting accuracy is poor due to pipeline quality issues
Our Approach
Marketing Attribution & ROI Measurement
We design attribution approaches matched to your buying complexity:
First-touch attribution (initial campaign generating awareness)
Last-touch attribution (final campaign before conversion)
Multi-touch attribution (distributed credit across campaign sequence)
Time-decay attribution (more credit to recent touches)
Pipeline Contribution Analysis
We measure pipeline contribution across multiple dimensions:
Source-level analysis (organic, paid, events, partner, direct, SDR/BDR outbound)
Campaign-level performance (which specific campaigns drove opportunities?)
Content analysis (which assets influenced deals?)
Channel analysis (which channels drive the highest-quality pipeline?)
Sales activity analysis (which activities correlate with progression?)
Pipeline Health & Forecasting
Pipeline health goes beyond total value:
Coverage ratio (pipeline value relative to quota, typically 3-4x)
Pipeline velocity (how quickly opportunities move through stages)
Pipeline aging (proportion stalled beyond expected timeframes)
Pipeline quality (conversion rates and win rates by source and segment)
Pipeline balance (distribution across stages and time periods)
Forecast accuracy (predicted versus actual close rates)
Revenue Velocity Impact Analysis
Revenue velocity has four levers. We measure how sales and marketing impact each other:
1. Number of opportunities: Demand generation volume and sales qualification effectiveness
2. Average deal size: Targeting higher-value segments, upselling, and packaging
3. Win rate: Lead quality, sales execution, competitive positioning
4. Sales cycle length: Nurturing, education, process efficiency
Understanding which levers to pull requires measuring their current state and understanding constraints.
Deliverables
Marketing attribution model with methodology
Pipeline contribution analysis by source and campaign
Conversion rate analysis identifying bottlenecks
Revenue velocity impact assessment
Pipeline health dashboard
Forecasting accuracy analysis
Marketing and sales ROI reports
Timeline: 4-6 weeks, depending on data availability
What You Get
Value proposition, messaging frameworks, and ideal customer profile definition to ensure you target the right buyers with messages that resonate.
When You Need This
Win/loss analysis shows messaging doesn't differentiate
Marketing generates leads, but wrong-fit prospects
Sales struggles to articulate value beyond features
Different customer segments need different messaging
Market position unclear relative to competitors
Brand experience is inconsistent across virtual and physical touchpoints
Our Approach
Ideal Customer Profile (ICP) Definition
We define ICPs with specificity that marketing can target and sales can recognize:
Firmographic criteria (industry, size, revenue, growth stage, geography)
Technographic criteria (current technology stack and capabilities)
Behavioral criteria (buying patterns, decision-making processes, evaluation criteria)
Economic criteria (budget authority, willingness to pay, economic value)
Strategic criteria (alignment with your strategic objectives)
We validate ICPs against historical win data to identify characteristics that predict deal closure, higher lifetime value, and shorter sales cycles.
Customer Buying Journey Mapping
Buyers progress through stages before purchasing. We map their journey:
Awareness stage (how do buyers recognize they have a problem?)
Consideration stage (what alternatives do they evaluate?)
Decision stage (who's involved in final decisions?)
Adoption stage (what determines successful implementation?)
For each stage, we identify buyer questions, concerns, information needs, and preferred channels.
Value Proposition Development
Your value proposition must differentiate you from alternatives while addressing buyer priorities:
Buyer-centric (focused on customer outcomes, not features)
Differentiated (clear why buyers should choose you)
Evidence-based (supported by data and customer results)
Segment-specific (tailored to different personas and use cases)
Messaging Framework
Different personas care about different things:
By persona (economic buyers, technical evaluators, end users)
By buying stage (awareness through decision)
By use case (different problems or applications)
By competitive context (who you're competing against)
Competitive Positioning
We analyze positioning relative to alternatives:
Competitive analysis (who competes for the same deals?)
Differentiation mapping (where do you have genuine advantages?)
Battle cards (how should sales respond to competitive comparisons?)
Win/loss themes (what consistently wins or loses deals?)
Brand Congruence & Experience Consistency
Beyond positioning and messaging, brand congruence ensures consistency across every customer touchpoint—from marketing materials through sales interactions to post-sale experience. Inconsistent brand experience creates confusion, erodes trust, and reduces conversion rates.
We assess brand congruence across:
Message Consistency: Do marketing claims match sales conversations and actual product delivery?
Visual Identity: Is branding consistent across channels, materials, and customer touchpoints?
Experience Delivery: Does the customer experience match brand promises at every stage?
Partner/Channel Alignment: Do partners and channel representatives consistently deliver your brand?
Customer Lifecycle Continuity: Is brand experience seamless from pre-sale through post-sale?
Deliverables
Ideal customer profile definition with targeting criteria
Customer buying journey maps by persona
Value proposition framework with evidence
Messaging framework by persona, stage, and use case
Competitive positioning analysis and battle cards
Brand congruence assessment and consistency guidelines
Content strategy aligned to buyer journey
Campaign targeting recommendations
Timeline: 4-6 weeks, including customer research
What You Get
Integrated optimization across the four levers of revenue velocity, showing how coordinated improvements in sales and marketing accelerate growth.
When You Need This
Revenue growth is stagnant despite increasing activity
Don't know which improvement initiatives drive the most impact
Sales and marketing optimize independently, creating conflicts
Need to understand trade-offs between different growth levers
Our Approach
Revenue Velocity =
(# of Opportunities × Average Deal Size × Win Rate) ÷ Sales Cycle Length
We assess your current state across all four levers, model improvement scenarios, and prioritize initiatives delivering the highest impact:
Number of Opportunities
Marketing: Demand generation effectiveness, lead quality, MQL volume
Sales: Qualification discipline, pipeline creation from outbound, referrals
Average Deal Size
Marketing: Targeting higher-value segments, positioning premium offerings
Sales: Upselling, cross-selling, packaging, negotiation effectiveness
Win Rate
Marketing: Lead quality, ICP fit, competitive positioning
Sales: Process adherence, qualification rigor, competitive battle execution
Sales Cycle
Marketing: Nurturing, education, removing buying friction
Sales: Process efficiency, decision acceleration, proposal speed
We model scenarios that show the impact of improvements across levers. For example: improving win rate by 5 percentage points, reducing sales cycle by 10% versus increasing average deal size by 15%—which drives most revenue growth given your constraints?
Deliverables
Current state revenue velocity analysis
Lever-by-lever improvement opportunity assessment
Scenario modeling showing the impact of different initiatives
Prioritized roadmap for velocity optimization
Integrated sales-marketing action plan
Timeline: 3-4 weeks for analysis and modeling
Most organizations start with Sales Performance & Execution Optimization or Demand Generation & Lead Management Assessment, depending on where the pain is most acute. These assessments often reveal that the core issue is misalignment, leading to Sales-Marketing Alignment & Integration.
Pipeline Performance & Analytics runs alongside assessment work, providing a data foundation for decisions. Organizations discover they're measuring the wrong things or can't attribute results properly.
Positioning, Messaging & ICP Refinement comes into play when analysis reveals targeting or messaging issues—including brand inconsistency across customer touchpoints.
Revenue Velocity Optimization synthesizes insights across all areas to show how coordinated improvements accelerate growth.
Common Engagement Paths
Full Optimization:
Sales Assessment → Demand Gen Assessment → Alignment → Pipeline Analytics → Revenue Velocity
Alignment Focus:
Sales-Marketing Alignment → Pipeline Analytics → Integrated Planning
Sales Focus:
Sales Performance → Territory Optimization → Deal Strategy
Marketing Focus:
Demand Gen Assessment → ICP Refinement → Pipeline Analytics
Diagnose: Comprehensive Current State Assessment
Sales process and conversion rate analysis
Lead generation funnel and quality assessment
Territory and capacity evaluation
Pipeline health and forecasting accuracy
ICP and messaging validation through win/loss
Brand congruence across customer touchpoints
Design: Co-Create Practical Solutions
Skills-based sales process with AI integration
Lead scoring and routing frameworks
Sales-marketing SLA with shared accountability
Messaging and value proposition frameworks
Brand consistency guidelines
Integrated metrics and dashboards
Deploy: Structured Implementation
Sales process rollout with playbook documentation
Lead management system configuration
Alignment workshops and joint planning
Territory rebalancing execution
Brand guidelines implementation
Dashboard deployment and training
Decode: Continuous Optimization
Performance monitoring against shared metrics
Quarterly business reviews analyzing results
A/B testing and experimentation
Process refinement based on feedback
Brand experience optimization
Continuous capability building
Chief Revenue Officers who need sales and marketing to operate as one revenue team
VP Sales focused on conversion rates, win rates, and sales productivity
VP Marketing measured on pipeline contribution and revenue impact
RevOps Leaders building infrastructure connecting demand through revenue
CEO's demanding integrated performance rather than functional silos
Improved Conversion Rates
15-30% improvement in sales stage progression through process optimization
Higher Win Rates
10-20% improvement through better qualification and competitive positioning
Faster Sales Cycle
15-25% reduction through process efficiency and buying friction removal
Better Lead Quality
20-35% improvement in MQL to SQL conversion through scoring refinement
Stronger Alignment
Reduction in sales-marketing disputes through shared metrics
Revenue Acceleration
20-40% improvement in overall revenue velocity through coordinated optimization
Consistent Brand Experience
Improved customer perception and trust through brand congruence
Talent Marketplace: Integrated Sales-Marketing Transformation
Annual churn exceeded 75%, with a 6-7-month average customer lifespan. Win rates hovered at 25%. We replaced the transactional 20-field form with a 6-field strategic discovery, deployed segment-led coverage, and established clear swimlanes between Hunters and Account Strategists.
The Result: Improved lead quality, higher conversion rates, capacity unlocked without headcount.
Media Company: Pipeline Performance Optimization
20% of accounts drove 64.5% of revenue, yet sellers bogged down in low-yield activity. We introduced manager dashboards showing pipeline by segment, routing rules for sending transactional work to automation, and 30/60/90-day check-ins that surface opportunities.
The Result: Improved pipeline quality, sales productivity boost, and enterprise accounts became the fastest-growing segment.
Growth Excellence Model (GEM) - Our comprehensive framework integrating Strategy, Marketing, Sales, Operations, and People
Revenue Growth Strategy & Execution - The strategy that sales and marketing execute
Revenue Operations & Performance Infrastructure - The systems connecting sales and marketing
Brand Congruence Framework - Ensuring consistency across customer experience touchpoints
[BLOG LINK: Revenue Velocity framework]
[BLOG LINK: Skills-Based Sales Process]
[BLOG LINK: Sales-Marketing Alignment]
Sales and marketing that operate as one revenue team—with shared metrics, aligned processes, and coordinated execution—accelerate growth faster than independent optimization ever can.
Which service do you need? Not sure? Start with Pipeline Performance & Analytics to understand where your revenue engine breaks.