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What Sales REALLY needs from Marketing in 2025
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Interview Program Overview
Sales teams are facing new challenges. Traditional lead-generation tactics are proving less effective in the face of increasingly complex buying processes and the growing influence of larger buying groups. Sales professionals are seeking new ways to collaborate with marketing to identify, engage, and nurture high-potential accounts earlier in their buying journey.
This research seeks to uncover what sales really needs from marketing in 2024 to achieve greater success. We will delve into the evolving needs of sales professionals, exploring their perspectives on the shift towards account-based and buying group-centric strategies, the type of content and resources they require, as well as how they envision the ideal sales-marketing collaboration.
By understanding the challenges they face, the specific types of support and insights they require, and the capabilities they wish marketing could provide, we aim to provide actionable insights that will empower sales and marketing teams to collaborate more effectively.
Interview Questions
Would you characterise your organisation's revenue generation as more sales-led or marketing-led? What factors influence this assessment?
How do you think marketing could evolve to support sales more effectively in today's B2B landscape?
How has the increasing complexity of B2B buying groups affected your sales process? What do you need from marketing to better engage these groups?
How effective do you find MQLs in identifying real buying opportunities? What alternative signals or processes would you prefer from marketing to ensure leads are truly sales-ready?
How do you currently personalise your outreach at scale? What account-specific insights from marketing would make this process more effective?
What types of buyer intent signals or data do you need from marketing to help you identify and engage prospects earlier in their buying journey?
How would you describe the alignment between sales and marketing on identifying target accounts? What could improve this alignment?
Given the changing B2B landscape, what types of content or resources do you anticipate needing from marketing to engage buyers more effectively?
How do you envision the ideal sales-marketing collaboration? What specific support from marketing would have the biggest impact on your sales success?
Looking ahead, what capabilities do you wish your marketing team could provide in terms of understanding buyer behaviour and engaging accounts? How would these capabilities change your approach to selling?
Interview Process
Step 1 - Optional Briefing Call
15 min(Optional) Briefing call with TechPros.io. We will go through the details and answer any questions you have.
Book in a 15 minute briefing call hereStep 2 - TechPros.io Interview
30 min30 minute TechPros.io Zoom interview including an anonymous poll at the end to produce infographics for the report. We summarise your interview and share with the Sponsor to help them prepare for the next call.
Book your interview hereStep 3 - Follow Up Call
20-30 minThe Sponsor representative will ask you three or four follow on questions to dig a bit deeper into the insights you shared to hopefully pull out some interesting anecdotes and examples for the report. We will then write up your interview 'One Pager' and send to you in advance of the One Pager Review call.
Here is an example of a One PagerStep 4 - One Pager Review
15-30 minWe run through your One Pager to capture feedback, discuss any changes and lets you know the expected publication date and any follow on events you might be interested in.
Step 5 - Market View Report
PublicationWe email you a week before the report is published via a LinkedIn post and then again on the day of the launch, often with a draft post for you to reshare to help raise awareness of the thought leadership.
Here is an example of a Market View ReportWhat We Need From You
Company Email
In the calendly booking form please share your company email for future coordination.
Professional Headshot
A professional headshot photo is needed for your One Pager, we will coordinate with you via email.
Employment Status
Confirmation that you are currently employed and not leaving your employer. It's our promise to all sponsors.
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About Our Sponsor
6sense is a leading platform in the field of account-based marketing (ABM) and sales intelligence. The platform leverages big data, artificial intelligence, and machine learning to help businesses identify and target potential customers more effectively. By providing comprehensive insights into buyer behaviour, 6sense empowers marketing and sales teams to optimise their strategies, predict future customer needs, and drive higher conversion rates. 6sense's robust capabilities include account identification, predictive analytics, and detailed reporting. These features enable companies to uncover hidden buying signals, prioritise accounts based on readiness to buy, and personalise outreach efforts, ensuring more relevant and timely engagements. With 6sense, businesses can transform their go-to-market approach, resulting in increased pipeline velocity and improved revenue growth.