April 28, 2025

How to connect Marketing to Sales

We work alongside high-growth B2B technology companies, delivering proven marketing solutions at every customer touchpoint, enabling organizations to stand out in the market and exceed their business growth expectations.

… and Drive Revenue Growth!

Many companies invest in marketing but struggle to connect it directly to sales. You might have a strong brand, active campaigns and steady website traffic, yet still see slow pipelines or missed revenue targets. It is not always clear where the real issue lies.

At Remora, we help companies improve marketing ROI by linking marketing activities to measurable sales results. Yes, marketing isn’t just about nice looking websites and pretty brochures! Here are some practical ways you can do the same.

Audit Your Full Customer Journey

Before you spend more on campaigns, take time to map your full customer journey. Where do your prospects lose interest? Are there gaps in your messaging, lead handling or follow-up?

For example, Zafar and I worked with a software company that had strong lead generation from ads, but less than 2% of leads reached sales calls. We did a deep dive on the customer journey and found gaps in their lead nurturing process (Some broken links on the website, webforms not positioned correctly on a few web pages and sales not contacting leads in a timely manner etc.) After improvements, their lead conversion rate tripled in three months.

Where are you losing leads today?

Link Marketing Activities to Revenue Goals

Many marketing plans focus on building awareness without clear ties to sales outcomes. Every marketing effort should support goals like generating qualified leads, increasing lead conversion or shortening the sales cycle.

At Remora, we design marketing strategies that directly connect to revenue. This keeps marketing and sales aligned (super important!) and helps leaders see what is delivering results.

Review your current marketing calendar. How many activities are linked to specific revenue targets?

Prioritise High-Impact Marketing Initiatives

Spreading your resources across too many campaigns weakens results. Focus on a few marketing initiatives that have the highest impact on lead generation and sales performance.

One of our clients in the energy tech sector was publishing weekly blog posts with little effect on sales. We helped them focus instead on case studies and detailed buyer guides targeted at decision-makers. This content creation shift increased inbound lead quality and volume within six months.

Which three marketing activities are most likely to grow your sales pipeline?

Track the Metrics That Show True ROI

Website visits, email opens and social shares can be useful, but they do not show if marketing is driving revenue (to challenge marketers, B2B companies often have hugely elongated and complex sales cycles!). Focus your reporting on qualified leads, sales opportunities created and revenue influenced by marketing.

We always try to help companies build robust reporting systems that show clear marketing ROI. Teams can then make better decisions based on actual business outcomes.

If you looked at your marketing reports today, would they show how marketing is contributing to sales?

Align Marketing and Sales Teams Around One Plan

When marketing and sales teams work together with shared goals, results improve. When they work separately, marketing efforts often fail to translate into revenue.

One client we supported had good marketing content but poor lead follow-up. By introducing joint marketing and sales reviews, lead conversion rates improved significantly.

How often do your marketing and sales teams meet to review performance together.

Strong marketing should build your sales pipeline and drive business growth. If you want help improving your marketing ROI and connecting marketing to sales results, Remora can work with you to create a clear and practical plan.