Your Marketing Team Can’t Drive Revenue If They're Drowning in Requests

Is your marketing team actually helping you grow, or just checking boxes?
Too many organizations are turning marketing into a catch-all for random tasks. 

If that sounds familiar, tune in to our latest Revenue Rewired podcast episode on: Apple Podcasts, Spotify, YouTube or Amazon Music.

The Problem: Your marketing team is stuck in the churn-and-burn trap.

We’ve seen this across all types of companies whether it is big, small, and everything in between. Marketing leaders get hired to drive growth, but then get slammed with low-impact tasks. Flyers. Slide edits. Deck redesigns. Even janitorial supply opinions. (Yes, that really happened.)

Why? Because somewhere along the way, marketing became the department of "miscellaneous." If no one else wants it, it falls on marketing’s plate. But here's the catch: You can't expect that same team to hit revenue goals while they're drowning in execution mode.

And to be clear, marketers are partly to blame. I’ve been there, early in my career, I avoided revenue conversations because I didn’t understand them. So I stayed busy with noise instead of learning how to make an impact.

That’s not leadership. That’s fear disguised as productivity.

Here's How to Fix It

1. Ask better questions before doing the work.

If a task takes more than 30 minutes, be able to explain how it helps move a prospect down the buyer journey. Can’t explain it? Either ask more questions or say no. Stop letting marketing default to “activity equals value.” It doesn’t.

2. Get closer to sales. Really close.

Marketing should know why leads are disqualified. Otherwise, how can you improve campaigns? Sit in on sales calls. Ask what helped close a deal. Or what didn’t. If you're not tying tactics to close rates, you're just decorating the funnel.

3. Speak their language.

Don’t walk into a sales meeting with vanity metrics. Page views don’t pay commissions. But if you can show how a blog helped disqualify the wrong audience earlier or how a campaign improved deal velocity, now you're speaking ‘sales.’

4. Earn trust by bringing strategy, not just assets.

If you’re a sales leader, don’t just email your marketing team with slide tweaks. Ask for their take. Invite creativity. If you're a marketer, stop waiting to be invited. Offer ideas that support their outcomes and not yours.

At StringCan, we help leaders who want to shift this mindset. We’re tired of seeing smart marketers stuck in the weeds, and frustrated sales teams feeling unsupported. It doesn’t have to be this way.

Let’s get your teams rewired and working together, so marketing drives revenue, not just requests. Get in touch with us.