Strategy First – How to Make Marketing as Accountable as Sales

Too many marketing teams build campaigns based on wishful thinking. We start with what’s

real—sales data.

In most companies, the marketing team brainstorms campaigns. Then the sales team follows up, hoping the leads are warm. But in the Growth Consortium model, we reverse that flow: strategy starts with sales data, and everything else follows.

This isn’t theory—it’s how we’ve driven measurable success for complex B2B organizations in healthcare, tech, and industrial sectors.

Strategy that starts with closed-loop data

At MarketView, our role in the consortium is to identify patterns in sales wins and losses—who’s buying, what triggered the engagement, what language resonated, and which decision-makers were involved.

That insight drives everything: the list, the message, the format, and the cadence.

Creative that’s tailored to the journey

With clear buyer personas and decision-maker profiles in hand, The Verdi Group builds content—emails, ads, direct mail, landing pages—that speaks directly to each role in the buying committee. This isn’t mass communication—it’s customized storytelling at scale.

Teleservices that build on strategy

The final stage? Integrated follow-up from CCRG. Our teleservices team doesn’t cold-call leads. They engage prospects who’ve already interacted with smart, relevant messaging. That makes for higher-quality conversations—and higher conversion rates.

Marketing with accountability

By aligning the entire funnel—from data to message to call—we make sure that marketing isn’t just generating “activity.” It’s driving real revenue outcomes, from demos accepted to proposals requested.

The takeaway?

Strategy isn’t a phase—it’s the foundation. And when you start with the right data and keep the whole team in sync, marketing becomes every bit as accountable as sales.