How can marketing help you sell more?

In your opinion, what’s marketing’s role in the B2B arena? Don’t worry, this isn’t a test. Just a provocative question that will likely spur a wide variety of answers from our readers. And naturally, our team has a point of view on the topic.

At CMD, we see it clearly: Marketing’s role in B2B isn’t just about getting the word out—although awareness and branding are very important. It’s about working alongside sales teams to close deals, hit revenue targets, and win together. Our approach to alignment goes beyond handing off leads. We’re here to make sure sales teams have what they need to engage prospects effectively and move them confidently through the pipeline.

Here are five ways we help make it happen:

1. We craft content that speaks to buyers:
Sales has their finger on the pulse of buyer needs, and we’re listening closely. When we work with B2B marketers, ideally, every piece of content we create is designed to address the exact pain points, jobs to be done, and common objections that sales hears from prospects every day. This isn’t just about generating interest—it’s about making sure that, by the time sales connects, the buyer is already confident in the value we offer.

Want to know more about this approach? Check out our deep dive into “Decoding B2B Buyer Behavior,” where we share insights on how to leverage buyer data for more-targeted, effective marketing​.

2. We prioritize the right accounts, together:
Account prioritization isn’t static—it changes as client needs and market demands shift. That’s why we regularly team up with sales and marketing to reassess account lists for ABM, ensuring we’re all focused on the highest-potential opportunities. It’s about being agile and making sure we’re not wasting time on accounts that aren’t the right fit for now.

If you’re interested in how we fine-tune this process, our post on aligning marketing and sales for more visibility and profits shares tips for keeping both teams in sync and maximizing revenue impact​.

3. We focus on lead quality, not just quantity:
We know that high-quality leads are what keep the sales pipeline healthy. By analyzing which channels drive the best leads, we refine our focus to ensure sales teams spend time with prospects who are actually ready to buy. It’s a constant cycle of learning and optimizing, so we’re delivering only the most-valuable leads to sales.

For more strategies to improve lead quality, check out our guide on 10 Ways to Shorten Your B2B Sales Cycle.

4. We use account-based marketing to track engagement:
We monitor key engagement signals—think page visits, content consumption, and event signups—to help sales know which accounts are “warming up” to our message. By keeping sales informed on these behaviors, we make sure they’re always in the loop and ready to follow up in the most effective way. Check out ABM FTW.

5. We champion marketing as a revenue driver:
When sales and marketing align, something incredible happens. Both teams bring unique insights and strengths to the table, but when they work together with a shared vision, they can achieve far more than they ever could alone. This alignment transforms marketing into a revenue powerhouse, actively supporting sales goals, nurturing leads with purpose, and making every interaction count. It’s about eliminating silos and fostering a true partnership, where every campaign, every message, and every lead handoff is geared toward the same outcome: driving growth and delighting customers.

At CMD, we believe that when sales and marketing are united, you’re not just meeting quotas, you’re building lasting client relationships, creating impactful campaigns, and unlocking new levels of success. It’s more than just collaboration; it’s about transforming how we work, communicate, and win as a team. Together, let’s make marketing not just a support function but a catalyst for growth, one that helps you reach your goals faster, smarter, and stronger.

Contact us today to get started.