09/03/2026
Our kind of love story...(wait for it).
What do you think the average B2B customer journey is?
272 days.
Yup.
We came across this data from Dreamdata recently: across 3.5 million B2B customer journeys, they found that 81% of the journey happens before a prospect ever enters the sales pipeline.
Whether your company's number is 81%, 60% or 40% isn't really the point.
The point is that buyers don't suddenly begin their journey when Sales talks to them.
They've already been searching. Reading. Seeing your content. Hearing about you from other people. Visiting your website. Watching. Comparing. Forming an opinion.
Consistent marketing works, and creates the opportunity for Sales to close.
And then Sales has a very important job to do.
That's why we cringe a little when revenue slows and the conversation immediately becomes:
Is this a marketing problem or a sales problem?
That's usually the wrong question. Look at the whole system.
→ Are the right people entering the funnel?
→ Are leads being followed up consistently?
→ Are they converting?
→ Has outbound activity changed?
→ Are referrals increasing or declining?
→ What objections is Sales hearing?
→ Is Marketing getting that information?
→ Are both teams working from the same definition of a good prospect?
Because revenue isn't a relay race where Marketing hands off the baton and walks away.
The best companies we've seen treat Marketing and Sales as one revenue engine. They share information, look at the same numbers, figure out where the system is breaking down and fix it TOGETHER! Like a good marriage.
No scapegoats. No cutting off the very activity that may be creating tomorrow's pipeline because this month's revenue is disappointing.
Marketing needs Sales AND Sales needs Marketing.
And the customer couldn't care less which department gets the credit.