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    For B2B Marketing Directors

    You generate leads. Your salespeople ignore them.

    Your credibility suffers.

    It's not always a lead problem. Nor always a sales team problem. But it's almost always an alignment problem between the two.

    The real cost of misalignment
    65%
    of B2B marketing and sales teams are not aligned
    — Forrester, 2024
    Friction between marketing and sales is not an exception. It's the norm in B2B.
    70%
    of marketing content is never used by salespeople
    — Brainstorm Club, 2025
    Not a quality problem. The people creating the content and those selling do not share the same understanding.
    8%
    of B2B companies have achieved strong alignment
    — Forrester / RevenueMemo, 2026
    Those who got there outperform on sales cycle, retention, and growth.
    The assessment

    You don't have a marketing problem.
    The problem is the gap between your teams.

    In every B2B organisation there is a zone that nobody owns. It doesn't show up in your CRM, your dashboards, or any OKR. It sits between marketing, sales and product.

    That's where your leads disappear.

    That's where your content dies.

    That is where your value proposition loses clarity.

    That's where your customers leave, without ever complaining.

    Do you recognise this situation?

    Your salespeople don't use your content
    Marketing and sales blame each other for leads
    Your value proposition is phrased differently depending on the person
    Your conversion rates stagnate despite your investments
    You don't know what your salespeople say in meetings
    Your leadership asks you to justify your marketing budget

    If you tick 3 or more, the problem is not in your teams. It's in the dead zone between them.

    False solutions

    You've already tried. It wasn't enough.

    Sales training

    A three-week burst. Then back to normal. Because it treats individuals, not the system.

    Consulting firm

    An 80-page report that nobody puts into practice. The consultants leave and the problem remains.

    Revenue Operations

    Tools are better configured. But the human friction between teams remains intact.

    These approaches share a common blind spot:

    They treat individuals, never the system.

    They optimise individual parts. They do not change how those parts work together.

    Sales systems thinking

    There is a territory that no one addresses yet.

    We align the human systems that drive growth. A sales organisation is a living system. When marketing, sales, and product stop sharing the same reading of the customer, symptoms appear everywhere. The problem itself stays invisible.

    1

    Shared assessment

    We bring different views together. Marketing, sales and product describe how they understand the customer. The differences become clear, often for the first time.

    2

    Developing the value message together

    The teams develop one value proposition and a shared sales message together. The message stays consistent whoever is speaking.

    3

    Making new behaviours stick

    Teams leave with practical deliverables: key messages, a playbook, a positioning matrix and coordination routines. Ready to use from day 7.

    What changes after a workshop
    ↑Marketing content adoption by salespeople
    ↑Pipeline conversion rate
    ↓Sales cycle length
    ↑Consistency of sales narrative
    ↑Customer retention
    ↓Tension between teams

    Common questions

    A seminar builds cohesion. A Keeshifts workshop creates strategic alignment on value proposition, sales narrative, and field priorities. It's not the same thing.

    Yes. The friction between marketing, sales, and product is universal in B2B. We work in the industrial sector, SaaS, IT services firms, consulting firms, and complex services.

    Day 7: a documented shared sales narrative. Day 30: observable behaviours on the job. Day 90: measurable business indicators.

    Facilitators trained in organisational systems thinking, team coaching, and complex B2B sales, not PowerPoint consultants.

    That is exactly what we check during the 30-minute assessment. If Keeshifts is not the right fit, we will tell you.

    Next step

    The problem probably isn't
    where you're looking.

    30 minutes to identify exactly where your dead zone is. Not a pitch. Not a demo. An honest look at the state of your alignment, and what it costs you every day.

    30 minutes · No pitch · No commitment