B2B Sales and Marketing: 3 Errors You Can No Longer Afford in H2 2023

Rather than listing best practices, here is a straightforward look at the 3 most damaging mistakes still being made in B2B sales and marketing.

Error 1: Product-centricity over customer-centricity

Decision-makers do not buy products — they buy outcomes. If your messaging leads with features rather than the business problems you solve, you are speaking to yourself.

Error 2: Treating sales and marketing as separate functions

The Smarketing model is no longer optional. Companies with aligned sales and marketing teams generate 38% more revenue. The ones that aren't aligned are losing ground every quarter.

Error 3: Cutting brand spend to fund performance

Short-term performance marketing without brand investment is a diminishing returns strategy. You are harvesting demand you did not create, from an increasingly expensive pool of in-market buyers.