Build warm-up flows so leads arrive ready, create proposals and collateral that sell, clarify your sales argumentation, and give sales the tools to handle objections and close faster.
Most marketers hand leads to sales and walk away. Optimise the pipeline like the funnel. Learn to build the assets your sales team needs to close more deals.
Automated flows that educate prospects before the first call. Sales talks to interested buyers, not cold contacts who aren't ready.
Clarify why prospects should choose you. Give sales the positioning and objection handling that closes more deals consistently.
Templates sales can use immediately. Clear structure, strong positioning, answers objections before they're even asked by prospects.
Social proof that removes doubt. Real results from real clients that make the decision easier for prospects who are on the fence.
A healthy pipeline doesn’t just happen, it’s built. Marketers often hand leads to sales and hope for the best. The reality is, what happens after the handover determines your revenue.
In this section, I’ll show you how to align marketing with sales using CRM automation, proposal templates, and structured meeting flows. You’ll see how to reduce friction, shorten deal cycles, and measure conversion properly.
The goal is simple: a pipeline you can trust. One that turns interest into impact.
Tactical playbooks for every stage of this engine. The playbooks are practical guides for tactical stuff. They complement the (paid) growth framework and help you with the tactics.
Shape pipelines and stages, standardise fields, automate tasks and alerts, and clean data, so reps know what to do next and reports match reality across teams.
See playbook
Equip your sales team with a structured system that shortens cycles, lifts win rates and compounds revenue.
See playbook
Choose the right scheduler. Set fair routing and buffers, send reminders that cut no shows, and ensure every booking creates the correct record, owner and follow up tasks in the CRM.
See playbook
Use clear templates that pull data from the CRM, add price and terms blocks, automate approvals and e signature, and track status so deals move forward without copy and paste work.
See playbook
Use the tools you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
All in one CRM with marketing, sales and service, strong when you want one system that teams adopt.
Lightweight e signature tool with easy templates and clean UX, good for small teams that need fast signatures.
E signature platform with robust templates and audit trails, trusted for closing deals cleanly and quickly.
Enterprise CRM with deep customisation and ecosystem, powerful but requires clear design and governance.
Clean scheduling tool with branded pages and smart availability, good for teams that want polish and control.
Small business CRM with email automation and invoicing, good when you want sales and marketing in one light tool.
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Simple CRM for relationships and outreach lists, useful for partnerships and light sales without heavy setup.
On site promotions and forms that help capture leads and run offers with targeting and design control.
Proposal and document tool with templates, pricing tables and e signature that speeds closing.
Open scheduling tool with routing rules and brand control, useful when you want flexible booking that plays nicely with your stack.
Work OS with boards, automations and dashboards, flexible for marketing and ops when configured with restraint.
Sales focused CRM with clean pipelines and activity tracking, ideal for small teams that value speed.
Well known meeting scheduler with simple routing and reminders that reduce no shows and make booking easy for buyers.
The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.
David Hoffeld
Research backed techniques for discovery, framing and closing that marketers can support with better assets.
Neil Rackham
A clear walkthrough of Situation, Problem, Implication, Need payoff with examples that match complex deals.
Grant Cardone
A filter for action and attitude. Use big goals wisely, pair with systems and avoid noisy busyness.
Eliyahu M. Goldratt
A novel that teaches constraint thinking. Apply it to backlogs, reviews and handoffs to speed delivery.
Keith J. Cunningham
A practical summary of how businesses really grow. Clear levers, simple maths and actions you can take this quarter.
Key concepts and frameworks explained clearly. Quick reference when you need to understand a term, refresh your knowledge, or share with your team.
Qualify leads systematically by assessing budget, authority, need, and timing to focus sales effort on high-potential opportunities.
Flag leads who meet defined engagement or fit criteria, creating a qualified handoff between marketing and sales for efficient follow-up.
Identify prospects that sales has vetted as qualified opportunities, establishing the handoff from marketing to active deal pursuit.
This topic is a module in the B2B Growth Course. Browse the resources here for free, or take the full course for structured video lessons, templates, and hands-on implementation across the entire system.
Build warm-up flows so leads arrive ready, create proposals and collateral that sell, clarify your sales argumentation, and give sales the tools to handle objections and close faster. Most marketers hand leads to sales and walk away. Optimise the pipeline like the funnel. Learn to build the assets your sales team needs to close more deals.
Module introduction
Sales pipeline audit
Increase qualification rate
Increase offer rate
Increase won rate
Module summary
Module summary
Most B2B marketers are either Random Ricks (trying everything) or Specialist Steves (obsessed with one channel). Generalists run tactics without strategy. Specialists hit channel ceilings. But there's a better way.
Tries everything at once. Posts on LinkedIn, runs ads, tweaks the website, chases referrals. Nothing compounds because nothing's consistent. Growth feels chaotic.
Obsessed with one tactic. 'We just need better ads' or 'SEO will fix everything.' Ignores the rest of the system. One strong engine can't carry a broken machine.
Finds the bottleneck. Fixes that first. Then moves to the next weakest link. Builds a system that's predictable, measurable and doesn't need 80-hour weeks.
Learn how she diagnoses bottlenecks, orchestrates the four engines, and drives predictable growth. Choose if you want to read or watch:
Get practical frameworks delivered daily. Seven short emails explain how Sarah diagnoses bottlenecks, orchestrates the four engines, and builds systems that compound.
Free 45-minute video module from the full course. Watch how to diagnose your growth bottleneck and see exactly what the course platform looks like.
All in one CRM with marketing, sales and service, strong when you want one system that teams adopt.
Sales focused CRM with clean pipelines and activity tracking, ideal for small teams that value speed.
Work OS with boards, automations and dashboards, flexible for marketing and ops when configured with restraint.
Email and automation platform with strong segmentation and conditional logic, good for B2B nurture when you need power without a full CRM migration.
Simple CRM for relationships and outreach lists, useful for partnerships and light sales without heavy setup.
Shape pipelines and stages, standardise fields, automate tasks and alerts, and clean data, so reps know what to do next and reports match reality across teams.
See playbookEquip your sales team with a structured system that shortens cycles, lifts win rates and compounds revenue.
See playbookChoose the right scheduler. Set fair routing and buffers, send reminders that cut no shows, and ensure every booking creates the correct record, owner and follow up tasks in the CRM.
See playbookUse clear templates that pull data from the CRM, add price and terms blocks, automate approvals and e signature, and track status so deals move forward without copy and paste work.
See playbookNeil Rackham
A clear walkthrough of Situation, Problem, Implication, Need payoff with examples that match complex deals.
David Hoffeld
Research backed techniques for discovery, framing and closing that marketers can support with better assets.
Identify individuals who've shown initial interest in your offering, separating them from cold prospects for targeted nurture.
Flag leads who meet defined engagement or fit criteria, creating a qualified handoff between marketing and sales for efficient follow-up.
Identify prospects that sales has vetted as qualified opportunities, establishing the handoff from marketing to active deal pursuit.
