Marketers on LinkedIn take credit for everything
Aren’t salespeople the ones building the pipeline?
20-second read
It's perplexing to read LinkedIn posts from B2B marketers talking about “building pipeline”.
Aren’t salespeople the ones building the pipeline? After all, they’re talking to, qualifying, and guiding the people that marketing brings in through a process.
Whether it’s called a lead or demand or whatever spin on the term “initial conversation” next-gen marketers want to use to make this all sound fancier than it is, it’s still top-of-funnel activity that salespeople then turn into pipeline and eventually revenue.
P.S. If this observation makes you pull back and think “How dare you!?”, I ask that you step away from your marketing guru bubble for a moment and think pragmatically. You (B2B marketer) do something out there that makes a person ask for a conversation with one of your salespeople. Your salesperson takes it from there. It all feels pretty straightforward.
(FTR, I cover both sales and marketing in my role. This isn’t a side thing. It’s an objective observation of the marketing thought leadership flooding my LinkedIn feed. It’s quite a treat 🙄.)