Your sales team doesn't need more leads (they need LEVERAGE)
Let me guess: Your marketing team publishes three blog posts a week, sends a newsletter, and brags about web traffic in every meeting.
Meanwhile, your sales team is drowning.
Not because they lack talent. Not because the product sucks. But because nobody gave them the right ammunition to close deals.
The myth of the lead generation problem
Everyone thinks they have a lead gen problem.
"If we just had more leads..." "If marketing could just fill the top of the funnel..."
But here's an uncomfortable truth: most B2B companies don't have a lead volume problem. They have a lead conversion problem.
Your sales team is sitting on a pile of prospects who expressed interest and then vanished into the void after the first or second call.
Why? Because the content that would've answered their objections doesn't exist.
What your sales team is begging for (but won't tell you)
When I talk to sales teams, they don't say "I wish marketing would send more MQLs."
They say:
"I need a case study that shows we've helped a company in healthcare"
"I need a one-pager that explains why we're better than Competitor X"
"I need something that explains our security posture without cc'ing our CTO"
"I need slides I can actually show on a call that don't make us look like amateurs"
In other words, they need deal fuel. Not more matches to light a fire that quickly burns out.
The nightmare sales call (happening daily)
We've all been there. Rep gets a solid lead. Books the meeting. Shows up prepared.
Then the prospect asks: "Do you have any customers like us?" "How does this compare to [competitor they're already talking to]?" "Can you explain how implementation works?"
And the rep freezes.
"Uh, let me follow up on that." "I'll check with our product team." "Let me see if I can find someone to answer that."
Translation: "I have no idea, and I'm about to lose this deal."
Why marketing is targeting the wrong metric
Marketing teams aren't evil or incompetent. They're just measured on the wrong things.
They're rewarded for:
MQLs generated
Content published
Website traffic
Not:
Deal velocity
Conversion rates
Revenue contribution
So they create SEO blog posts and gated content that nobody in sales ever uses or references on a call. Because that's what drives their bonus.
The solution isn't more content—it's better alignment
Stop treating sales and marketing like separate departments with a handoff point.
Start treating them like one revenue team with different roles in the same process.
Here's what needs to happen:
Sales needs to document and share the actual questions and objections they hear every day
Marketing needs to create content that directly addresses those friction points
Both teams need to regularly review what's working and what's still missing
No more sales content created in a vacuum. No more marketing campaigns that sales never even hears about.
Build a content flywheel, not a content factory
When this works, it creates a flywheel effect:
Sales has better tools, so they close more deals
Marketing sees what content actually moves deals, so they create more of it
Sales uses that content to close even more deals
The feedback loop tightens
Revenue grows
The alternative is what most companies do: sales and marketing pointing fingers at each other while deals die on the vine.
This is exactly what we build at Edify
We don't create content for the sake of content.
We build sales tools disguised as marketing assets:
Case studies engineered to overcome specific objections
Competitive comparisons that actually reflect what buyers are asking
Technical one-pagers that save your sales engineer from yet another intro call
We sit between your sales, marketing, and product teams—translating sales needs into content that actually closes deals.
If your sales team is still cobbling together their own slides, hunting for ROI numbers, or struggling to explain technical concepts without an engineer—the problem isn't them.
It's that nobody gave them the right tools for the job.
Let's fix that.
Have questions? Our next video covers exactly what content you need at each stage of the buyer's journey. Or skip the wait and email me directly at anthony@edifycontent.com
