Every MSP wants more leads, but here’s the truth: most don’t have a lead problem, they have a misalignment problem.
Sales and marketing teams are working on different goals, using different tools, and blaming each other for the same result: no pipeline. This disconnect doesn’t just cause friction, it costs you money. You lose leads, you waste ad spend, and your salespeople get burned out chasing opportunities that aren’t qualified.
Let’s fix that.
The Real Problem: Marketing That Doesn’t Sell
Marketing is about creating opportunities that convert into revenue. According to HubSpot’s 2025 State of Marketing report:
- 58% of B2B companies say their marketing generates no measurable ROI
- Only 32% of sales teams feel marketing supports their goals
That’s a huge gap. And for most MSPs and tech dealers, the problem starts with your website.
Where Your Website Fails
Your website is the first, and often last, impression you make on a potential customer. It’s where buyers decide if you understand their pain points, if you have solutions that fit, and whether they should talk to you at all.
But most MSP and dealer websites:
- Fail to speak directly to buyer pain points
- Hide or bury the call-to-action
- Don’t offer anything of value (like guides, demos, or tools)
- Have no clear, logical sales funnel to guide the visitor
If you were a potential buyer, would you honestly buy from your own website? If the answer is no, that’s the first sign that marketing is working in a silo, and sales is paying the price.
Fixing It: What True Alignment Looks Like
Sales and marketing alignment is a revenue strategy. When done right, it turns your website into a lead-generation machine.
Here’s what good alignment looks like:
- Shared Revenue Goals: Marketing campaigns are designed to support sales targets, not just generate clicks or impressions.
- A Website Built for Conversion: Your site has clear calls-to-action, valuable content offers, and paths for every stage of the buyer’s journey.
- Tailored Lead Magnets & Follow-Ups: Your offers (e.g., free assessments, webinars, white papers) are matched to where prospects are in their buying process.
- Closed-Loop Feedback: Sales regularly shares what they hear from prospects, and marketing adjusts campaigns, messaging, and content accordingly.
When sales and marketing are aligned, you create a virtuous cycle: marketing drives better-qualified leads, sales converts more of them, and both teams celebrate shared wins.
Practical Steps You Can Take Right Now
You don’t need a six-month strategy overhaul to get started. You can take action today.
1. Run a Website Audit Focused on Conversion
Don’t just ask if your site “looks good.” Ask if it actually converts visitors into leads. Check for:
- Prominent, action-oriented CTAs
- Clear value propositions on every page
- Lead magnets (guides, assessments, calculators)
- Simple, mobile-friendly forms
2. Align Your KPIs
If marketing is measured on traffic and sales is measured on closed deals, you will always be misaligned. Instead, agree on shared KPIs such as:
- Marketing Qualified Leads (MQLs) that fit agreed-upon criteria
- Opportunities created from marketing campaigns
- Pipeline value attributed to inbound leads
3. Build a Simple Lead Funnel
Even a basic funnel can make a huge difference:
- Top of Funnel: Educational blog posts, guides, checklists
- Middle of Funnel: Webinars, case studies, solution overviews
- Bottom of Funnel: Free consultations, demos, or assessments
Make sure your CRM or marketing automation tool is set up to track leads through each stage.
4. Use Your Website as a Sales Rep
Think of your site as your hardest-working, 24/7 salesperson. It should anticipate buyer questions, present solutions, and make it easy to take the next step, without forcing a prospect to pick up the phone first.
Ready to Fix Your Pipeline?
Alignment doesn’t happen by accident, it takes deliberate effort. But the payoff is worth it: better leads, shorter sales cycles, and happier teams.
If you’re ready to turn your website into a lead-generating machine, here are two ways to get started:
- Register for Our Free Webinar: Websites That Sell. We’ll show you how to turn your site into a pipeline-building asset.
- Request Your IN2 Marketing Performance Scorecard: Get a quick, actionable review of where your website and campaigns stand, and what to do next. You can find it here.
Turn Misalignment into Momentum
When sales and marketing work in sync, your website stops being a digital brochure and starts driving real revenue. A few small shifts like shared goals, a conversion-focused website, and better feedback loops, can transform your pipeline and energize both teams.
About IN2communications
IN2communications is an award-winning digital marketing and web design agency helping hundreds of B2B organizations create awareness, boost consideration rates and generate sales leads.
Our awesome team provides experienced expertise in the following areas: Creative Strategy, B2B Campaigns, Web Development, Video Production, Social Media, Paid Advertising, SEO, Email Campaigns, Blogging, Presentations, Webinars and remarkable Content Creation.
