---
title: Why Your B2B Lead Gen Isn’t Working—And How to Fix It
description: Struggling with B2B lead gen? It’s likely a sales and marketing alignment issue. Here’s how to fix it and start driving real revenue.
image: https://chartis.io/hubfs/LOGO%20FOR%20SITE.png
---

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# Why Your B2B Lead Gen Isn’t Working—And How to Fix It

- CHARTIS
- May 20, 2025

 If Your B2B Lead Gen Is Broken, It's Likely Because Your Sales And Marketing Teams Are - And An Agile Digital Strategy And Execution Capability Can Help You Fix It!  

<https://chartis.io/our-thinking/why-your-b2b-lead-generation-isnt-working#thinkingDetailed>

                  

## **Let’s discuss a hard truth: Marketing alone won't drive revenue! **

Sure, you can run campaigns, optimize for clicks, and fill the funnel with leads—but unless sales is actively involved, those leads will stall, fizzle, and die. According to [HubSpot’s](https://www.hubspot.com/state-of-marketing) 2025 State of Marketing report, 68% of B2B companies say they struggle with lead quality. Why? Because marketing and sales often operate like separate departments instead of revenue partners.

Lead gen isn’t about “getting leads”—it’s about converting revenue. And that means sales needs to be in the loop from the very beginning.

![b2b](https://chartis.io/hs-fs/hubfs/b2b.png?width=514&height=287&name=b2b.png)

## **Why misalignment kills B2B growth**

Let’s break it down: 

- Sales says marketing leads suck because they’re “not ready to buy”
- Marketing says sales isn’t following up fast enough (cue finger-pointing)
- Marketing optimizes for MQLs, while sales only cares about SQLs
- No one’s tracking the full picture—from clicks and downloads to real revenue

This disconnect doesn’t just create friction—it costs you. Big time.

- Leads left unattended for more than 5 minutes are 8x less likely to convert ([The CMO](https://thecmo.com/marketing-strategy/speed-to-lead/))
- 60-70% of B2B content never even gets used by sales ([Forrester](https://www.forrester.com/blogs/the-b2b-content-guide-make-sales-your-ally-in-content-marketing/))
- Companies with aligned sales and marketing grow 19% faster and are 15% more profitable ([HubSpot](https://blog.hubspot.com/marketing/sales-and-marketing?hubs_content=blog.hubspot.com%2Fmarketing%2Fmarketing-sales-alignment-examples&hubs_content-cta=67%25%20better%20at%20closing%20deals))

Misalignment isn’t a “soft” problem—it’s a pipeline killer.

## **How to fix this and stop wasting budget**

If you want to get serious about B2B lead gen, here’s what has to change:

### **1. Sales Needs a Seat at the Marketing Table**

Sales can’t just be handed leads and left to figure it out. They need to **collaborate on strategy**, help shape messaging, and inform targeting based on real buyer conversations.

**56% of B2B marketing leaders say sales input is critical to campaign success** ([LinkedIn B2B Institute, 2023](https://business.linkedin.com/marketing-solutions)).

#### **2. Align on Metrics That Actually Matter**

Stop chasing MQLs. Align on **revenue-impacting KPIs** like lead-to-opportunity conversion rates, pipeline velocity, and closed-won revenue. Share dashboards. Measure what matters.

Companies tracking **pipeline velocity** close **36% more deals** ([Gartner, 2023](https://www.gartner.com/en/sales/topics/sales-pipeline)).

#### **3. Work from a Shared ICP and Value Prop**

Get marketing, sales, and even customer success together to define your **Ideal Customer Profile** (ICP). Build messaging and content around real value, not assumptions.

#### **4. Create Real-Time Feedback Loops**

Set up regular feedback meetings. Have sales tell marketing **which leads convert and why**—and vice versa. Update your targeting and messaging based on actual conversion data, not guesswork.

**47% of B2B marketers say they don’t get regular feedback from sales** ([Demand Gen Report, 2023](https://www.demandgenreport.com/)).

#### **5. Make Content Work for Sales**

Don’t just create “thought leadership” for your blog. Give sales **custom content they can use**: case studies, one-pagers. And teach them when and how to use it. Personalize it by stage, persona, and pain point.

#### **6. Marketing Needs to Nurture Like Sales**

Marketing can’t just toss a lead into the funnel and walk away. Use **ABM tactics** to continue nurturing leads with personalized follow-ups, remarketing, and intent-based outreach—just like sales would.

Companies using HubSpot’s AI-powered CRM saw a **99% increase in inbound leads after 6 months** and **143% increase in web traffic in 12 months** (HubSpot 2025 State of Marketing Report)

**7. Build, test and adapt as you learn with an agile digital marketing strategy**

Digital marketing offers a cost-effective way for B2B marketers to test ideas and reach target buyers. By setting a baseline channel mix, measuring performance, and quickly shifting to what works, digital delivers real-time insights. Whether through LinkedIn, Google, or optimized landing pages, it can serve as the connective tissue across the buyer journey.

## **Call to Action: It’s Time to Fix Your Demand Gen Engine**

The disconnect between marketing and sales isn’t just costing you efficiency, it’s costing you deals. If your teams aren’t aligned around shared goals, real-time feedback, and revenue-driving KPIs, your lead gen engine is underperforming. It’s not about working harder, it’s about working smarter together. The companies winning in B2B right now are the ones treating sales and marketing as one integrated growth team.

Here’s where to start:

- Do you want a B2B demand gen engine that actually drives revenue?
- Are your marketing and sales teams working from the same strategy, or in silos?
- Are you tracking the right metrics, telling the right stories, and targeting the right buyers?

If not, we can help.

Let’s start with a quick conversation about how your sales and marketing teams are working today. We’ll look at what’s working, what’s getting in the way, and where there’s room to align more closely. From there, we can plug in where you need support; whether that’s a deeper audit of your funnel, help refining your ABM or paid media strategy, or hands-on execution to bring it all to life. Wherever you are, we can meet you there and help you turn alignment into actual revenue while driving real, measurable value from your marketing investments.

 

---

**Ready to future-proof your B2B Lead Generation Strategy?**The Chartis teams excel at strategically supporting B2B Brands. [Contact us](https://chartis.io/contact) today to see how we can help you improve lead generation. 

<https://chartis.io/our-thinking/why-your-b2b-lead-generation-isnt-working#connectWithUs>

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