{"id":72820,"date":"2026-06-26T07:47:34","date_gmt":"2026-06-26T07:47:34","guid":{"rendered":"https:\/\/morningtrain.dk\/therefore-you-cannot-scale-the-effect-of-your-sales-and-marketing-efforts\/"},"modified":"2026-06-26T10:58:10","modified_gmt":"2026-06-26T10:58:10","slug":"therefore-you-cannot-scale-the-effect-of-your-sales-and-marketing-efforts","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/therefore-you-cannot-scale-the-effect-of-your-sales-and-marketing-efforts\/","title":{"rendered":"Therefore, you cannot scale the effect of your sales and marketing efforts"},"content":{"rendered":"<section class=\"mt-blog-post-cover wp-block-mt-blog-post-cover\">\n    <div class=\"mt-blog-post-cover__inner page-container\">\n        <div class=\"mt-blog-post-cover__text-container\">\n                                                <p class=\"mt-blog-post-cover__tagline tagline\">Digitalization<\/p>\n                                                    <p class=\"mt-blog-post-cover__date\">\n                        26. June 2026                    <\/p>\n                                                        <h1 class=\"mt-blog-post-cover__title\">Therefore, you cannot scale the effect of your sales and marketing efforts<\/h1>\n                    <\/div>\n        <div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">If marketing does not impact pipeline and revenue, and if sales does not use the insights marketing gathers, then in practice the two departments are working towards separate goals. That is the reality in many B2B companies. That is why they end up with the same results year after year, even as budgets grow. <\/p><\/div><figure class=\"wp-block-post-featured-image\"><img decoding=\"async\" width=\"1248\" height=\"720\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Therefore-you-cannot-scale-the-effect-of-your-sales-and-marketing-efforts.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Therefore-you-cannot-scale-the-effect-of-your-sales-and-marketing-efforts.png 1248w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Therefore-you-cannot-scale-the-effect-of-your-sales-and-marketing-efforts-300x173.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Therefore-you-cannot-scale-the-effect-of-your-sales-and-marketing-efforts-1024x591.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/Therefore-you-cannot-scale-the-effect-of-your-sales-and-marketing-efforts-768x443.png 768w\" sizes=\"(max-width: 1248px) 100vw, 1248px\" \/><\/figure>\n    <\/div>\n<\/section>\n\n\n<section\n    class=\"mt-blog-post-content mt-blog-post-content--has-table-of-contents mtSpacing-top-none mtSpacing-bottom-medium\"\n>\n    <div class=\"mt-blog-post-content__inner page-container\">\n        <div class=\"mt-blog-post-content__table-of-contents\">\n                                                <p class=\"mt-blog-post-content__table-of-contents-title\">\n                        Indhold\n                    <\/p>\n                                                    <a\n                        href=\"#status\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Status quo\n                    <\/a>\n                                    <a\n                        href=\"#test\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Test your scalability\n                    <\/a>\n                                    <a\n                        href=\"#kunderkoeberanderledes\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Mismatch on sales process\n                    <\/a>\n                                    <a\n                        href=\"#pipeline\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Marketing focus\n                    <\/a>\n                                    <a\n                        href=\"#dataingenbruger\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        CRM data no user\n                    <\/a>\n                                    <a\n                        href=\"#forbindcrm\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Connect data sources\n                    <\/a>\n                                    <a\n                        href=\"#adfaerd\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Website behavior\n                    <\/a>\n                                    <a\n                        href=\"#marketingunderstoettelse\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Marketing must provide support\n                    <\/a>\n                                    <a\n                        href=\"#eksisterendekunder\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Process existing customers\n                    <\/a>\n                                    <a\n                        href=\"#treting\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Three things you can do differently\n                    <\/a>\n                                  <\/div>\n        <div class=\"mt-blog-post-content__items\">\n                            \n\n<h2 class=\"wp-block-heading\" id=\"status\">If you do what you usually do, you get what you usually get<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing chases traffic and leads. Sales chases customers and new bizz. <a href=\"https:\/\/morningtrain.dk\/en\/what-is-crm-and-what-can-you-use-a-crm-system-for\/\" type=\"post\" id=\"47889\">The CRM<\/a> acts as an <strong>archive rather than a growth engine<\/strong>, and existing customers get far less attention than potential new ones. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The result <\/strong>is that companies get more activity, but not necessarily more growth.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More campaigns. More meetings. More dashboards.  <\/p>\n\n\n\n<div class=\"wp-block-mt-blog-post-text-box mt-blog-post-text-box\"><div class=\"mt-blog-post-text-box__inner page-container\"><div class=\"mt-blog-post-text-box__box\">\n<p class=\"wp-block-paragraph\"><strong>But if you do what you usually do, you will usually get the results you usually get.<\/strong><\/p>\n<\/div><\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Still, many experience the same challenges:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sales believes that marketing delivers too few or too poor <a href=\"https:\/\/morningtrain.dk\/en\/what-are-leads\/\" type=\"post\" id=\"63090\">leads<\/a>.<\/li>\n\n\n\n<li>Marketing believes that sales does not follow up well enough.<\/li>\n\n\n\n<li>The CRM contains lots of data that no one actively uses.<\/li>\n\n\n\n<li>Existing customers are forgotten in the pursuit of new ones.<\/li>\n\n\n\n<li>Marketing is measured on traffic and leads, while sales is measured on revenue.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The problem is rarely a lack of activity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The problem is that marketing and sales still operate like two separate companies.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marketing produces content, campaigns, and leads.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sales tries to turn them into customers.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">But no one truly owns the entire journey from first interest to signed order. It is a model that worked fine when the buying journey was simple. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is not anymore.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.48.59-1024x683.png\" alt=\"\" class=\"wp-image-72861\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.48.59-1024x683.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.48.59-300x200.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.48.59.png 1535w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"test\">Test how scalable your sales and marketing efforts are<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Find out how scalable your sales and marketing efforts are \u2013 and where you are likely losing revenue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The test contains 11 questions and takes 3 minutes<\/strong><\/p>\n\n\n<section class=\"mt-ai-maturity-assessment-flexible\" >\n    <div data-react-class=\"AiMaturityAssessmentFlexibleApp\" data-react-props=\"{&quot;tagline&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;,&quot;intro&quot;:&quot;&quot;,&quot;resultTitle&quot;:&quot;Result:&quot;,&quot;resultIntro&quot;:&quot;&quot;,&quot;buttonText&quot;:&quot;Se resultat&quot;,&quot;resetText&quot;:&quot;Start forfra&quot;,&quot;resetOpenSlideInContact&quot;:false,&quot;resetOpenSlideInContactView&quot;:&quot;1&quot;,&quot;questions&quot;:[{&quot;question&quot;:&quot;Do marketing and sales have common KPIs?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Only a few KPIs&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Yes, partly&quot;,&quot;weight&quot;:40},{&quot;text&quot;:&quot;Yes, marketing is also measured by pipeline and revenue&quot;,&quot;weight&quot;:60}]},{&quot;question&quot;:&quot;How is marketing primarily measured?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Traffic&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Traffic and leads &quot;,&quot;weight&quot;:10},{&quot;text&quot;:&quot;Generating of MQLs&quot;,&quot;weight&quot;:30},{&quot;text&quot;:&quot;Opportunities&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;Pipeline and revenue&quot;,&quot;weight&quot;:70}]},{&quot;question&quot;:&quot;Can marketing see which leads turn into customers?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Only manually&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Partially&quot;,&quot;weight&quot;:40},{&quot;text&quot;:&quot;Yes, automatically&quot;,&quot;weight&quot;:60}]},{&quot;question&quot;:&quot;Can sellers see the companies&#039; behavior on the website?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Partially&quot;,&quot;weight&quot;:30},{&quot;text&quot;:&quot;Yes&quot;,&quot;weight&quot;:60}]},{&quot;question&quot;:&quot;Do you use a tool like LeadInfo or Dealfront?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;What is it?&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;We are considering it.&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Yes&quot;,&quot;weight&quot;:50}]},{&quot;question&quot;:&quot;What happens if a company shows high purchasing interest on your website?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Nothing&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Marketing gets notified&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Sales gets notified&quot;,&quot;weight&quot;:40},{&quot;text&quot;:&quot;CRM automatically creates an activity&quot;,&quot;weight&quot;:70}]},{&quot;question&quot;:&quot;Does marketing support active sales dialogues?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Never&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;From time to time&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Often&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;Systematic&quot;,&quot;weight&quot;:80}]},{&quot;question&quot;:&quot;How do you work with existing customers?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Only when they themselves contact&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Dots for them via newsletters&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;Segmented campaigns&quot;,&quot;weight&quot;:60},{&quot;text&quot;:&quot;Automated activation based on CRM data&quot;,&quot;weight&quot;:80}]},{&quot;question&quot;:&quot;How well does your website help qualify leads?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;It only collects contact forms&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;It has cases and FAQs&quot;,&quot;weight&quot;:20},{&quot;text&quot;:&quot;It has calculators, tests or configurators&quot;,&quot;weight&quot;:50},{&quot;text&quot;:&quot;It automatically qualifies leads and forwards data&quot;,&quot;weight&quot;:80}]},{&quot;question&quot;:&quot;Can you document which marketing activities create customers?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;No&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Partially&quot;,&quot;weight&quot;:30},{&quot;text&quot;:&quot;Yes&quot;,&quot;weight&quot;:70}]},{&quot;question&quot;:&quot;Which sentence fits best on you?&quot;,&quot;options&quot;:[{&quot;text&quot;:&quot;Marketing creates leads, and then sales takes over&quot;,&quot;weight&quot;:0},{&quot;text&quot;:&quot;Marketing and sales occasionally collaborate&quot;,&quot;weight&quot;:30},{&quot;text&quot;:&quot;Marketing supports sales throughout the entire customer journey&quot;,&quot;weight&quot;:80}]}],&quot;maturityLevels&quot;:[{&quot;min&quot;:0,&quot;title&quot;:&quot;&lt;strong&gt;Your digital sales engine is fragmented&lt;\\\/strong&gt;&quot;,&quot;description&quot;:&quot;Marketing and sales primarily operate as two separate functions. Marketing creates activity, while sales tries to convert it into customers. Data is captured, but rarely actively used to create new opportunities.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Typical challenges&lt;\\\/strong&gt;&lt;br&gt;- Marketing is measured by traffic or leads&lt;br&gt;- Sales has limited insight into customers&#039; digital behavior&lt;br&gt;- CRM primarily functions as an archive&lt;br&gt;- Many buying signals are never discovered&lt;br&gt;&lt;br&gt;&lt;strong&gt;Your greatest growth potential&lt;br&gt;&lt;\\\/strong&gt;We believe that your greatest potential lies in creating coherence between marketing, website, CRM and sales. Before you invest more money in advertising or hire more salespeople, there is probably a lot to be gained by leveraging the data you already have.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Estimated growth potential:&lt;\\\/strong&gt; 20-40% without necessarily increasing the marketing budget.&lt;br&gt;&lt;br&gt;&lt;strong&gt;We recommend starting with&lt;\\\/strong&gt;&lt;br&gt;- Shared KPIs between marketing and sales&lt;br&gt;- Tracking the entire customer journey&lt;br&gt;- LeadInfo or Dealfront&lt;br&gt;- Linking CRM and marketing data&quot;},{&quot;min&quot;:16,&quot;title&quot;:&quot;You are good at generating interest \u2013 but too little turns into sales.&quot;,&quot;description&quot;:&quot;You generate traffic and leads, but marketing often stops when the form is filled out. Sales must therefore qualify most leads themselves.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Typical challenges&lt;\\\/strong&gt;&lt;br&gt;- Many leads, but too few real sales opportunities&lt;br&gt;- Lead quality varies greatly&lt;br&gt;- Marketing and sales have different success criteria&lt;br&gt;- Limited insight into which campaigns create customers&lt;br&gt;&lt;br&gt;&lt;strong&gt;Your greatest growth potential&lt;\\\/strong&gt;&lt;br&gt;You probably don&#039;t need more leads. You have much more to gain by getting more of your existing leads to turn into meetings, opportunities and customers.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Estimated growth potential:&lt;\\\/strong&gt; 15-30% through better qualification and closer interaction between marketing and sales.&lt;br&gt;&lt;br&gt;&lt;strong&gt;We recommend starting with&lt;\\\/strong&gt;&lt;br&gt;- Lead scoring&lt;br&gt;- Website behavior tracking&lt;br&gt;- Better landing pages&lt;br&gt;- Objection handling&lt;br&gt;- Marketing as support for sales&quot;},{&quot;min&quot;:32,&quot;title&quot;:&quot;Marketing and sales collaborate \u2013 but not systematically&quot;,&quot;description&quot;:&quot;You are further along than most companies. Marketing and sales collaborate, but much still depends on manual processes and individuals.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Typical challenges&lt;\\\/strong&gt;&lt;br&gt;- Automation is only partially utilized&lt;br&gt;- CRM data is not systematically activated&lt;br&gt;- Website is primarily used as an information channel&lt;br&gt;- Existing customers are processed sporadically&lt;br&gt;&lt;br&gt;&lt;strong&gt;Your greatest growth potential&lt;\\\/strong&gt;&lt;br&gt;The next step is not about more campaigns. It is about letting data work for you and making sales efforts more scalable.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Estimated growth potential: 10-20%&lt;\\\/strong&gt; through automation and better utilization of CRM data.&lt;br&gt;&lt;br&gt;&lt;strong&gt;We recommend starting with&lt;\\\/strong&gt;&lt;br&gt;- Automated workflows&lt;br&gt;- LeadInfo data for salespeople&lt;br&gt;- Interactive elements&lt;br&gt;- CRM integrations&lt;br&gt;- Pipeline reporting&lt;br&gt;&quot;},{&quot;min&quot;:47,&quot;title&quot;:&quot;You have the foundation in place.&quot;,&quot;description&quot;:&quot;Marketing, sales and data already work well together. You have taken several steps that many companies have not yet started.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Typical challenges&lt;\\\/strong&gt;&lt;br&gt;- Existing customers are not fully utilized&lt;br&gt;- Pipeline can still be better predicted&lt;br&gt;- Marketing does not support all open opportunities&lt;br&gt;&lt;br&gt;&lt;strong&gt;Your greatest growth potential&lt;\\\/strong&gt;&lt;br&gt;Now it is about optimizing the last 20%. Here the gain often lies in account-based marketing, automation and activation of existing customers.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Estimated growth potential: 5-15%&lt;\\\/strong&gt; through optimization of processes and better utilization of data.&lt;br&gt;&lt;br&gt;&lt;strong&gt;We recommend starting with&lt;\\\/strong&gt;&lt;br&gt;- Account Based Marketing&lt;br&gt;- CRM-based campaigns&lt;br&gt;- Activation of existing customers&lt;br&gt;- Attribution&lt;br&gt;- AI workflows&quot;},{&quot;min&quot;:62,&quot;title&quot;:&quot;Marketing and sales work as a single system&quot;,&quot;description&quot;:&quot;You have created a digital sales engine where website, marketing, CRM and sales support each other throughout the customer journey. This means that your organization is much better positioned to scale growth than most B2B companies.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Your greatest growth potential&lt;\\\/strong&gt;&lt;br&gt;You already have the foundation in place. The biggest gains now lie in increasing speed, automation and precision.&lt;br&gt;&lt;br&gt;&lt;strong&gt;Estimated growth potential: 5-10%&lt;\\\/strong&gt; through AI, predictive analytics and continuous optimization.&lt;br&gt;&lt;br&gt;&lt;strong&gt;We recommend focusing on&lt;\\\/strong&gt;&lt;br&gt;- AI agents&lt;br&gt;- Predictive lead scoring&lt;br&gt;- Revenue attribution&lt;br&gt;- Automated Account Based Marketing&lt;br&gt;- AI support for salespeople&lt;br&gt;&quot;}],&quot;labels&quot;:{&quot;progress&quot;:&quot;Progress&quot;,&quot;previous&quot;:&quot;Previous&quot;,&quot;next&quot;:&quot;Next&quot;,&quot;question&quot;:&quot;Sp\u00f8rgsm\u00e5l&quot;,&quot;of&quot;:&quot;of&quot;,&quot;complete&quot;:&quot;Se resultat&quot;,&quot;restart&quot;:&quot;Start forfra&quot;,&quot;noQuestions&quot;:&quot;Tilf\u00f8j mindst \u00e9t sp\u00f8rgsm\u00e5l for at vise testen.&quot;}}\">\n        <div class=\"mt-ai-maturity-assessment-flexible__inner page-container\">\n            <div class=\"mt-ai-maturity-assessment-flexible__content\">\n                                                            <\/div>\n\n                            <div class=\"mt-ai-maturity-assessment-flexible__app\">\n                    <div class=\"mt-ai-maturity-assessment-flexible__step-card\">\n                        <div class=\"mt-ai-maturity-assessment-flexible__progress-header\">\n                            <span class=\"mt-ai-maturity-assessment-flexible__progress-label\">Progress<\/span>\n                            <span class=\"mt-ai-maturity-assessment-flexible__progress-count\">1 of 11<\/span>\n                        <\/div>\n\n                        <div class=\"mt-ai-maturity-assessment-flexible__progress\" aria-hidden=\"true\">\n                            <span style=\"width: 9.0909%\"><\/span>\n                        <\/div>\n\n                        <div class=\"mt-ai-maturity-assessment-flexible__question-wrap\">\n                            <h3 class=\"mt-ai-maturity-assessment-flexible__question-title\">Do marketing and sales have common KPIs?<\/h3>\n\n                            <div class=\"mt-ai-maturity-assessment-flexible__options\" role=\"list\">\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">No<\/span>\n                                    <\/button>\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">Only a few KPIs<\/span>\n                                    <\/button>\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">Yes, partly<\/span>\n                                    <\/button>\n                                                                    <button class=\"mt-ai-maturity-assessment-flexible__option\" type=\"button\">\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-control\" aria-hidden=\"true\"><\/span>\n                                        <span class=\"mt-ai-maturity-assessment-flexible__option-label\">Yes, marketing is also measured by pipeline and revenue<\/span>\n                                    <\/button>\n                                                            <\/div>\n\n                            <div class=\"mt-ai-maturity-assessment-flexible__navigation\">\n                                <button class=\"mt-ai-maturity-assessment-flexible__nav-button mt-ai-maturity-assessment-flexible__nav-button--secondary\" type=\"button\" disabled>\n                                    Previous\n                                <\/button>\n                                <button class=\"mt-ai-maturity-assessment-flexible__nav-button mt-ai-maturity-assessment-flexible__nav-button--primary\" type=\"button\" disabled>\n                                    Next\n                                <\/button>\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n    <\/div>\n<\/section>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"kunderkoeberanderledes\">Your customers buy differently than you sell<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many companies are still organised around a linear sales model:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketing creates a lead \u2192 Sales takes over \u2192 The customer buys.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reality rarely looks like that.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, potential customers research the market themselves long before they fill out a form or speak with a salesperson.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Search on <a href=\"https:\/\/morningtrain.dk\/en\/what-is-google\/hvad-er-google-2\/\" type=\"post\" id=\"63362\">Google<\/a>.<\/li>\n\n\n\n<li>See posts on <a href=\"https:\/\/morningtrain.dk\/en\/how-to-create-effective-linkedin-ads\/\" type=\"post\" id=\"63746\">LinkedIn<\/a>.<\/li>\n\n\n\n<li>Visit the website multiple times.<\/li>\n\n\n\n<li>Read case studies.<\/li>\n\n\n\n<li>Compare suppliers.<\/li>\n\n\n\n<li>Discuss options internally.<\/li>\n\n\n\n<li>Involve multiple decision-makers.<\/li>\n\n\n\n<li>Come back again and again.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.54.32-1-1024x683.png\" alt=\"\" class=\"wp-image-72870\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.54.32-1-1024x683.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.54.32-1-300x200.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.54.32-1.png 1535w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Many of these activities happen without the company noticing. The result is that companies often react far too late. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Only when a form is filled out or a meeting booking comes in does anyone act, but by then large parts of the decision have already been made.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is why it is no longer enough to think of marketing on one side and sales on the other.<\/p>\n\n\n\n<div class=\"wp-block-mt-blog-post-text-box mt-blog-post-text-box\"><div class=\"mt-blog-post-text-box__inner page-container\"><div class=\"mt-blog-post-text-box__box\">\n<p class=\"wp-block-paragraph\">The companies that will win market share in the coming years (especially in the global economy we are heading into) will be those that manage to create one unified commercial engine.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"pipeline\">If marketing does not impact pipeline, it is a cost<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">That sounds harsh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it is hard to argue against.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Many marketing departments are still measured on:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Traffic<\/li>\n\n\n\n<li>Views<\/li>\n\n\n\n<li>Downloads<\/li>\n\n\n\n<li>Leads<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The problem is that none of these KPIs necessarily create revenue, or at the very least; something sales can work with.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>REMEMBER: <\/strong>You can easily double your traffic without creating a single additional customer. I will go so far as to say it is dead simple. And I meet many companies that do it.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Likewise, you can generate a hundred new &#8220;leads&#8221; without creating a single additional sales opportunity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I have seen marketing departments that are measured on the number of leads, but not on the quality or type. So suddenly the marketing department\u2019s interest is to call everything &#8220;a lead&#8221;, even if it just meant you downloaded a whitepaper or visited an &#8220;about us&#8221; page for 10 seconds. Because then marketing hits its <a href=\"https:\/\/morningtrain.dk\/en\/what-does-kpi-mean\/hvad-betyder-kpi-2\/\" type=\"post\" id=\"63626\">KPIs<\/a>.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If marketing is to be a growth engine, the effort must be traceable to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Meetings<\/li>\n\n\n\n<li>Opportunities<\/li>\n\n\n\n<li>Pipeline<\/li>\n\n\n\n<li>Revenue<\/li>\n\n\n\n<li>Relevant topics for the sales team<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Everything else is activity and effort &#8211; not necessarily business.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"766\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.47.45-1024x766.png\" alt=\"\" class=\"wp-image-72858\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.47.45-1024x766.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.47.45-300x224.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.47.45.png 1450w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>That is why every CMO and Head of Sales should be able to answer:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which campaigns create customers?<\/li>\n\n\n\n<li>Which pages influence the likelihood of purchase?<\/li>\n\n\n\n<li>Which activities increase the win rate?<\/li>\n\n\n\n<li>Which companies are showing buying signals right now?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If the answer is unclear, there is likely significant untapped potential.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"dataingenbruger\">The CRM is full of data that no one uses<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Most companies already have the necessary systems &#8211; at least I sure hope you do:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>HubSpot<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pipedrive<\/li>\n\n\n\n<li>Salesforce<\/li>\n\n\n\n<li>Business Central<\/li>\n\n\n\n<li>Or a custom-built solution<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The problem is rarely a lack of data; the problem is a lack of cohesion between the data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The CRM is often used as an archive. A place where activities are logged, not a place where actions are triggered. As a result, valuable signals end up never being used.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Example<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A company visits the pricing page five times<br><\/strong>No one reacts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><strong>A potential customer reads three case studies<br><\/strong>No one reacts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><strong>An existing customer shows signs of declining activity<br><\/strong>No one reacts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The opportunities are already there, but they are simply not turned into action.<\/p>\n\n\n\n<div class=\"wp-block-mt-blog-post-text-box mt-blog-post-text-box\"><div class=\"mt-blog-post-text-box__inner page-container\"><div class=\"mt-blog-post-text-box__box\">\n<h3 class=\"wp-block-heading\">Things you probably did not know were possible<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It is quite easy to set up a flow where marketing campaigns and email flows are activated fully automatically, based on which deal stage a potential customer is in.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, if there is low activity from an existing customer, a LinkedIn campaign is activated, targeting stakeholders in that company<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Or if a deal is created, campaigns are targeted at stakeholders and decision-makers in the organisation the deal belongs to. So marketing tries to influence the lead\u2019s stakeholders &#8211; while sales works the lead. NOW that is cool.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#marketingunderstoettelse\">Read more about this here<\/a><\/p>\n<\/div><\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"forbindcrm\">Start by connecting CRM and marketing data<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The first step is often surprisingly simple. Start by connecting the systems you already have, and make the CRM system the centre. The CRM system should not live a life of its own.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>It should be connected to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/morningtrain.dk\/en\/leadinfo-a-must-have-marketing-tool-for-complex-b2b-companies\/\" type=\"post\" id=\"63048\">LeadInfo<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/morningtrain.dk\/en\/meet-ga4-your-new-best-data-friend\/\" type=\"post\" id=\"63721\">Google Analytics 4<\/a><\/li>\n\n\n\n<li>LinkedIn<\/li>\n\n\n\n<li>Meta<\/li>\n\n\n\n<li>Email platforms<\/li>\n\n\n\n<li>Website events<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">When data is brought together, entirely new insights emerge.<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"840\" style=\"aspect-ratio: 1600 \/ 840;\" width=\"1600\" autoplay loop muted src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/02\/MT-Tracking.mp4\" playsinline><\/video><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Suddenly, it becomes possible to see:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which companies visit the website.<\/li>\n\n\n\n<li>Which content they engage with.<\/li>\n\n\n\n<li>Which campaigns impact pipeline.<\/li>\n\n\n\n<li>Which activities lead to sales opportunities.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Only then do marketing and sales begin working from the same reality.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"900\" height=\"646\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/3.png\" alt=\"\" class=\"wp-image-63051\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/3.png 900w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/3-300x215.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/3-768x551.png 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"adfaerd\">Use website behaviour to prioritise the right leads<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Most companies still treat all leads more or less the same.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That does not make sense.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There is a big difference between a company that has visited the website once, and a company that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Has visited pricing pages.<\/li>\n\n\n\n<li>Has read case studies.<\/li>\n\n\n\n<li>Has used a calculator.<\/li>\n\n\n\n<li>Has completed a test.<\/li>\n\n\n\n<li>Has viewed multiple product pages.<\/li>\n\n\n\n<li>Has returned multiple times.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">That behaviour tells you something, and often far more than a form does.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When this data is passed on to the CRM system, salespeople can prioritise their time far better. They talk to the companies that show genuine interest. Not those who have merely left an email address.  <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"772\" height=\"704\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/02\/Feature-5.png\" alt=\"\" class=\"wp-image-64043\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/02\/Feature-5.png 772w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/02\/Feature-5-300x274.png 300w\" sizes=\"(max-width: 772px) 100vw, 772px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"marketingunderstoettelse\">Marketing should support open sales opportunities<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is probably one of the most overlooked areas within B2B marketing. Most marketing departments focus on creating new leads, but what about the companies that are already in dialogue with sales? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Imagine the following;<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>One of your salespeople has been in dialogue and meetings with a potential customer<\/li>\n\n\n\n<li>The need has been identified<\/li>\n\n\n\n<li>A proposal has been prepared for a potential customer.<\/li>\n\n\n\n<li>The proposal has been sent.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">and now everyone is waiting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Meanwhile, marketing continues running generic campaigns to the market.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead, marketing should support the companies that are already in the pipeline.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the CRM is connected to marketing platforms and ad channels, it becomes possible to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Target relevant decision-makers in the company via LinkedIn.<\/li>\n\n\n\n<li>Showcase case studies from the same industry.<\/li>\n\n\n\n<li>Work with common objections.<\/li>\n\n\n\n<li>Support the value creation in the solution.<\/li>\n\n\n\n<li>Keep the company warm throughout the entire decision-making process.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Many B2B purchases involve more people than the contact person the salesperson is speaking with.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is why it makes sense for marketing to help influence the rest of the organisation while sales works the deal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing should not only create opportunities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing should help close them.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1648\" height=\"954\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.43.43.png\" alt=\"\" class=\"wp-image-72855\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.43.43.png 1648w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.43.43-300x174.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/06\/ChatGPT-Image-26.-jun.-2026-12.43.43-1024x593.png 1024w\" sizes=\"(max-width: 1648px) 100vw, 1648px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"eksisterendekunder\">Your biggest growth opportunity is probably existing customers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When companies talk about growth, the conversation almost always revolves around new customers.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More leads<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More meetings<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More proposals<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>But many overlook the most obvious place to create growth.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The customers they already have.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Most companies have customers who:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do not know the full product portfolio.<\/li>\n\n\n\n<li>Do not buy as often as they could.<\/li>\n\n\n\n<li>Do not leverage all the opportunities in the collaboration.<\/li>\n\n\n\n<li>Are on their way out without the company noticing.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Yet most of the marketing budget is spent on acquiring new relationships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We have seen companies find the revenue and the leads they were missing through a more systematic effort towards existing customers.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not because they got more visitors, but because they got better at activating the relationships they already had.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When CRM data, marketing automation, and customer behaviour are connected, it becomes possible to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify customers with upsell potential.<\/li>\n\n\n\n<li>Reactivate inactive customers.<\/li>\n\n\n\n<li>Spot churn risks earlier.<\/li>\n\n\n\n<li>Target relevant messages to existing customers.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It is rarely as visible as a new lead campaign.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it is often far more profitable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The website should not just generate leads<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many companies still assess their website based on one question:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How many leads does it generate?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is too narrow a perspective.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A modern B2B website needs to help with far more than that.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It must:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Qualify visitors.<\/li>\n\n\n\n<li>Answer objections.<\/li>\n\n\n\n<li>Document the value.<\/li>\n\n\n\n<li>Identify buying intent.<\/li>\n\n\n\n<li>Help salespeople prioritise.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Far too many websites still function as digital brochures.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They talk about products.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They describe features.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They list specifications.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But they do not help the visitor understand why the solution is relevant to them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is often why companies see major improvements from relatively small changes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We regularly see companies get significantly more relevant enquiries by shifting the focus from features and characteristics to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Business value.<\/li>\n\n\n\n<li>Benefits.<\/li>\n\n\n\n<li>Objection handling.<\/li>\n\n\n\n<li>Risk mitigation.<\/li>\n\n\n\n<li>Documentation.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, the website can be used actively to collect signals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This can be through:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Calculators.<\/li>\n\n\n\n<li>Tests.<\/li>\n\n\n\n<li>Configurators.<\/li>\n\n\n\n<li>Case studies.<\/li>\n\n\n\n<li>FAQ hubs.<\/li>\n\n\n\n<li>Interactive tools.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Activities that both help the visitor and give the company valuable insight into buying intent.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"916\" height=\"1024\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/02\/Prisberegner-916x1024.png\" alt=\"\" class=\"wp-image-64835\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/02\/Prisberegner-916x1024.png 916w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/02\/Prisberegner-268x300.png 268w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/02\/Prisberegner.png 1216w\" sizes=\"(max-width: 916px) 100vw, 916px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"treting\">Three things you can do as early as tomorrow<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you want to create better alignment between marketing and sales, there are three initiatives that deliver value almost regardless of the company\u2019s size.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Connect CRM with marketing data<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Collect data from CRM, website, LeadInfo, GA4, LinkedIn, Meta, and email platforms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The goal is not more dashboards.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The goal is to understand which activities create pipeline and revenue.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Use behaviour to prioritise leads<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Stop treating all leads the same.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let behaviour determine who should be prioritised.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A company that has visited the website seven times, read case studies, and used a calculator should be treated differently than a company that clicked on a single ad.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Let marketing support open opportunities<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing should not stop when a lead becomes an opportunity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the contrary.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is often where marketing can create the most value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Use marketing to influence decision-makers, handle objections, and support the sales dialogue while the deal is being worked.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">If you do what you usually do, you get what you usually get<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many companies will spend the next few years doing more of the same.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More campaigns<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More blog posts<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More ads<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More meetings<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More activity<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>But activity is not the same as progress.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If marketing continues to chase traffic and leads without insight into pipeline and revenue, and if sales continues to operate without access to the signals and data marketing collects, the result will likely be the same as last year.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Maybe with a few more leads.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Maybe with a few more meetings.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>But not necessarily with more growth.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The companies that will win in the coming years will be those that manage to get marketing, website, CRM, data, and sales to work as one unified system.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because if marketing does not impact pipeline and revenue, marketing is not a growth engine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then it is simply another cost in the budget.<\/p>\n\n\n                                            <\/div>\n        <div class=\"mt-blog-post-content__small-related-posts\">\n                                <\/div>\n    <\/div>\n    <\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>If marketing does not impact pipeline and revenue, and if sales does not use the insights marketing gathers, then in practice the two departments are working towards separate goals. That is the reality in many B2B companies. That is why they end up with the same results year after year, even as budgets grow.<\/p>\n","protected":false},"author":2,"featured_media":72827,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[285,390],"tags":[394,536],"class_list":["post-72820","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalization","category-lead-generation","tag-b2b","tag-lead-generation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Therefore, you cannot scale the effect of your sales and marketing efforts - Morningtrain<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/morningtrain.dk\/en\/therefore-you-cannot-scale-the-effect-of-your-sales-and-marketing-efforts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Therefore, you cannot scale the effect of your sales and marketing efforts - Morningtrain\" \/>\n<meta property=\"og:description\" content=\"If marketing does not impact pipeline and revenue, and if sales does not use the insights marketing gathers, then in practice the two departments are working towards separate goals. 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