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Marketing Has the Signals, Sales Has the Conversations


Marketing Has the Signals, Sales Has the Conversations — Why GTM Fails in the Middle?

At DemandCurveMarketing, one of the biggest challenges we see in B2B SaaS marketing isn’t a lack of leads or flashy campaigns — it’s the gap between marketing signals and sales conversations.

Marketing captures intent signals, builds awareness, and generates leads. Sales picks up the conversations and closes deals. But in the middle? That’s where things break down — and where sales and marketing alignment often fails.

We recently saw this in real time with a major IT customer actively seeking a technology advantage; marketing had captured rich technographics data, but sales lacked the context to turn it into a compelling conversation. This gap is where most go-to-market (GTM) strategies fail, stalling growth and creating friction between teams that should be working in sync.

The Problem

CROs frequently tell us that campaigns generate traffic and qualified leads, but lead conversion stagnates. Why? Marketing sees signals like technographics data, product usage, and content engagement, but these insights often don’t translate into actionable opportunities for sales. Sales, meanwhile, guesses which leads are ready to buy. The result: longer sales cycles, lost opportunities, and friction between teams.

The Insight

The missing piece isn’t more leads — it’s data-driven GTM playbooks and account-based marketing strategies that bridge marketing and sales.

A well-aligned GTM approach ensures:

  • Marketing captures intent signals and segments leads using B2B sales intelligence.
  • Sales receives context-rich insights for timely, relevant conversations.
  • Both teams share a clear understanding of ideal customer profiles (ICPs) and buying triggers.

This alignment accelerates pipeline velocity, improves lead conversion, and maximizes ROI from marketing campaigns.

The Action

Here’s how we help our clients fix the middle of the funnel:

  • Audit the GTM Motion: Map campaigns, touchpoints, and lead handoffs to find gaps where prospects fall through.
  • Build CRO-Focused Playbooks: Create data-driven playbooks that translate marketing signals into sales actions with clear timing and messaging.
  • Implement Cross-Functional Dashboards: Track engagement, buying signals, and pipeline progress in real time.
  • Iterate Continuously: Adjust playbooks as market conditions, products, and buyer behavior evolve.

The Result

Clients who implement GTM-aligned playbooks see:

  • Faster lead-to-opportunity conversion.
  • Higher-quality pipeline using B2B sales intelligence and technographics data.
  • Clearer visibility for CROs into what’s working.
  • Reduced friction between marketing and sales through account-based marketing strategies.

When marketing and sales operate from the same data-driven playbook, the middle of the funnel becomes a high-converting bridge between signals and conversations.

For more insights, read our previous newsletter.