In complex B2B sales, few things are more misunderstood — and mishandled — than the early stage of the buyer’s journey. The first 30% of the sales process often resides in a grey zone between marketing and sales, with no one quite sure who owns it, what it entails, or how to optimise its performance. For SMEs, especially those operating in high-stakes markets like tech, manufacturing, or professional services, this uncertainty costs more than just clarity — it costs deals.
Understanding who should own this early phase isn’t just a question of roles — it’s a question of revenue. And most SMEs are getting it wrong.
The Blurred Lines Between Marketing and Sales
Why the Traditional Handoff Is Broken
Once upon a time, marketing generated interest and handed leads over to sales to close the deal. That handoff usually occurred early — sometimes even after a trade show, a brochure request, or a cold inquiry. But buyer behaviour has shifted dramatically, and that old model no longer applies.
- Today’s B2B buyer is already 70% through their journey before they ever speak to a salesperson.
- Eighty per cent of buyers now initiate the first contact only when they feel ready, not when a representative reaches out.
- 85% of buyers have already defined their requirements before they engage with sales, and 81% already have a preferred vendor in mind.
In other words, by the time your sales team gets a seat at the table, the conversation may already be half over.
The Expanding Role of Marketing
Marketing’s role in the first 30% of the sales process has evolved from broadcasting to guiding. B2B marketers are now tasked with more than generating top-of-funnel awareness — they must educate, qualify, and nurture leads well into the consideration stage.
This shift has been accelerated by the rise of:
- Content marketing (whitepapers, video explainers, case studies)
- Marketing automation and behavioural lead scoring
- Webinars, intent data, and personalised nurture journeys
In tech companies, for instance, marketing is often responsible for progressing leads to a point where sales can engage meaningfully — sometimes after weeks or months of digital interaction. It’s not about quantity anymore — it’s about quality and readiness.
When Sales Joins the Conversation
Sales, meanwhile, has moved downstream — entering once a lead signals buying intent (e.g. requesting a demo or pricing). But it’s also pushing upstream in a more strategic way. Through tools like LinkedIn, sales reps are increasingly building visibility and credibility before the handoff. They’re not cold calling — they’re content-sharing, commenting, and strategically following up with warm leads.
The first 30% is no longer a baton-passing moment. It’s a shared space where sales and marketing must be in sync — or risk losing the buyer entirely.
What Happens When SMEs Fail to Handle This Phase?
The Cost of Misalignment
SMEs often operate with limited resources, which makes alignment even more critical — and more fragile.
- According to HubSpot, poor marketing-sales alignment can result in companies losing 10% or more of their annual revenue.
- Misaligned teams waste time on low-quality leads, miss high-value opportunities, and duplicate efforts.
Sales wants leads they can close. Marketing wants credit for generating leads. Without a shared definition of “qualified,” both teams end up frustrated — and pipeline performance suffers.
Leads Dropping Through the Cracks
Manufacturing SMEs provide a stark example of this failure.
Research indicates that up to 70% of marketing-generated leads in manufacturing remain unattended by sales.
Why?
- No follow-up process.
- No lead scoring or routing system.
- No accountability.
Leads that engage with marketing content — and may be a perfect fit — simply fall into the abyss.
Blame Games and Culture Clashes
In some SMEs, marketing is still seen as “the colouring-in department.” At the same time, sales are blamed for being unresponsive or disorganised. These silos aren’t just cultural — they’re operational.
Without clear ownership and collaboration, early-stage leads are either contacted too late, contacted too soon, or never contacted at all.
How the First 30% Varies Across Industries
| Industry | Who Owns It | What It Looks Like |
|---|---|---|
| Tech | Marketing-led | Inbound content, marketing automation, MQLs handed to SDRs or inside sales teams. |
| Manufacturing | Historically sales-led | Transitioning from trade shows and reps to digital content and lead nurturing. |
| Professional Services | Hybrid-model | Expert partners generate leads through networks; marketing supports with credibility. |
Each sector has its quirks, but the trend is clear: more buyers want to self-educate, and more early-stage activity is happening before sales gets involved. SMEs that don’t adapt to this new flow fall behind.
The Frameworks SMEs Can Use to Fix It
Map Your Buyer’s Journey
Understanding the buyer’s perspective is the first step. Use the classic journey:
- Awareness: Buyer realises they have a problem.
- Consideration: They explore options and evaluate providers.
- Decision: They choose a solution and vendor.
In this sales model, the first 30% covers awareness and early consideration. Marketing must deliver helpful, unbiased content. Sales must not jump in too early or push too hard — it breaks trust.
Use a Shared Funnel Framework
The SiriusDecisions Demand Waterfall helps teams define:
- MQL (Marketing Qualified Lead)
- SAL (Sales Accepted Lead)
- SQL (Sales Qualified Lead)
Set clear rules:
- What triggers a handoff?
- What’s the SLA for sales to follow up?
- What happens if a lead is rejected?
Clarity here kills confusion — and missed opportunities.
Align on Shared Goals, Not Departmental Metrics
Stop obsessing over “marketing-sourced” vs “sales-sourced” pipeline. Instead:
- Align both teams to shared revenue goals.
- Track pipeline velocity, conversion rates, and Customer Acquisition Cost (CAC).
- Report wins as joint victories.
Modern B2B organisations treat the pipeline as a co-owned asset.
Practical Fixes SMEs Can Implement Today
Define a Qualified Lead Together
Use real data to agree on what makes a lead “sales-ready.” Consider:
- Job title
- Company size or industry
- Web behaviour (e.g. watched a demo video, downloaded pricing)
- Timing and intent signals
This ensures marketing isn’t flooding the CRM with cold leads — and sales doesn’t ignore qualified ones.
Fix the Handoff Process
Fast, structured follow-up is essential. Try:
- CRM-integrated lead alerts
- SLAs (e.g. every MQL must be contacted within 24 hours)
- Feedback loops (sales logs, reasons for rejection)
Delay kills deals. Studies show conversion rates drop drastically if you don’t follow up within the first hour.
Debrief Regularly
Host monthly sessions between sales and marketing to:
- Review pipeline performance
- Discuss lead quality
- Swap feedback on campaigns
This keeps both teams informed, aligned, and invested.
Invest in the Right Tech Stack
- Utilise a shared CRM (such as HubSpot) with integrated marketing capabilities.
- Add lead scoring and automation.
- Utilise tools like Gong or Chorus to surface key insights from early sales calls for marketers.
- Consider light-weight ABM tools for shared targeting.
Technology doesn’t solve misalignment, but it does make visibility and accountability easier.
Run Joint Campaigns
Try a simple Account-Based Marketing (ABM) play:
- Identify 10 high-fit accounts.
- Marketing warms them with content and targeted ads.
- Sales follows up with personalised outreach once engagement rises.
It’s collaborative, measurable, and forces integration from day one.
Create Cultural Crossover
Let your sales team contribute to content. Let your marketers listen to sales calls. Celebrate joint wins.
When your teams understand each other’s challenges, trust builds — and performance follows.
Final Thought — It’s Not About Who Owns It. It’s About Who Aligns First.
Ownership of the first 30% of the sales process is no longer a clear-cut question — and that’s the point. The most successful B2B organisations don’t draw battle lines between departments. They focus on one thing: the buyer’s experience.
For SMEs, the opportunity is massive. Aligning sales and marketing in this early stage doesn’t require a huge team or a huge budget — just discipline, clarity, and the willingness to collaborate.
Buyers are already doing the work. The question is: will your team work together to meet them where they are — or let that 30% slip through the cracks?
Ready to Fix Your Funnel from the First 30%?
At Salesmasters, we work with Australian SMEs to resolve sales and marketing misalignment quickly. We don’t push one-size-fits-all training — we assess your existing structure, design targeted fixes, and help you embed the right accountability between teams.
If your pipeline looks full but revenue isn’t moving, this is where to start. Contact us today at Salesmasters to discuss aligning your sales and marketing efforts.
