You want growth. You hired marketers. But somewhere along the way, marketing became your internal help desk.
Need a flyer? Ask marketing. Need a recap deck? Ask marketing. Need a last-minute social post for that partner campaign no one planned for? Yep, ask marketing.
Then leadership walks into the quarterly and wonders why the pipeline is flat.
Many marketing teams aren’t failing. They’re just under-leveraged.
Marketing Isn’t a Service Team—It’s a Revenue Driver
If your marketing team is busy, that doesn’t mean they’re effective. Activity isn’t impact. But this disconnect doesn’t start with marketing—it starts with leadership. When you treat marketing like a support function instead of a strategic engine, you get what you’ve always gotten: content, not contribution.
Marketing that drives revenue starts with redefining expectations. No more MQL vanity. No more campaign volume dashboards. What matters is whether the team is moving pipeline, accelerating deals, and supporting conversions.
3 Ways to Rewire What Marketing Owns
- Tie their work to actual sales conversations. Stop measuring effort and start tracking influence. Marketing should know what converts, not just what gets clicks.
- Embed them in the funnel, not just at the top. Mid-funnel and post-sale activity is where margin lives. Marketing should support enablement, retention, and upsell.
- Make them accountable for velocity. If deals stall after a webinar or content drop, marketing needs to know and act. Content that doesn’t convert is wasted work.
Real Growth Requires Real Ownership
If marketing can’t tell you where momentum is lost, they’re not part of the growth engine. If marketing can’t name the top three reasons sales disqualifies leads, they’re not aligned with the outcome.
Slide decks and recap emails don’t build pipelines. Clarity does. Accountability does. And that starts with you.
Marketing will rise to the level of ownership you give them. But only if you stop celebrating busyness and start expecting business results.
Let’s fix your expectations and your outcomes.
If your funnel feels full but your pipeline is flat, we’ll help you identify exactly where marketing is misaligned, and how to turn it into a growth multiplier.
🡒 Start with booking a strategy call with our CEO.
Because marketing that drives revenue doesn’t happen by accident. It happens by design.
