Marketing Blames Sales, Sales Blames Marketing — Here’s How to Fix That With HubSpot (and Actual Strategy)

Sales and marketing misalignment isn’t just annoying — it’s expensive.

Service firms that don’t align these two functions waste time, lose deals, and burn good leads. And no, a shared Slack channel isn’t the solution.

At Baskey, we work with service companies across the UK and Ireland to fix this — not with generic advice, but with a proven, HubSpot-backed strategy that closes the loop between teams and drives real pipeline impact.

1. Define What “Qualified” Actually Means

One of the first things we ask when onboarding a client is: how do you define a qualified lead?

You’d be shocked at how often sales and marketing give completely different answers.

We use HubSpot’s custom properties, lead status stages, and lifecycle definitions to help both teams land on a shared, measurable definition of MQL and SQL. No more guessing. No more finger-pointing. Just a clear system that everyone can follow.

2. Build a Clean Handoff Process (And Automate the Pain Points)

A lead downloads your pricing guide. Great. Now what?

Without a clear, mapped-out handoff, leads fall through the cracks — or worse, they get contacted with the wrong message.

We help teams build a simple SLA inside HubSpot: who follows up, how fast, and with what kind of context. Then we automate those tasks, ownership transfers, and internal notifications so it actually happens. The result? Faster follow-up, better conversion rates, and happier sales reps.

3. Create Feedback Loops That Don’t Rely on Meetings

Most marketing teams don’t know which leads closed — or why. Most sales teams don’t know what campaigns are running. And nobody has time for another sync call.

Using HubSpot’s reporting and custom dashboards, we build clean, automated feedback loops between teams. Marketing sees which leads turn into revenue. Sales gets visibility into content performance. No meetings required.

4. Align Content With What Sales Is Actually Hearing

If your content isn’t addressing real objections, it’s not helping.

We work with your team to map the buyer journey based on actual CRM data. Then we identify where leads are stalling — and build content that speaks directly to those friction points. Think landing pages, nurture emails, case studies, and even call snippets that support the exact conversations your reps are having.

Wrap-up:

Sales-marketing alignment isn’t just a buzzword — it’s a growth lever. Done right, it shortens sales cycles, increases deal sizes, and gives your entire team a clearer picture of what’s actually driving results.

At Baskey, we’ve helped dozens of service firms use HubSpot to connect the dots — and we’d love to show you how.

Need help building a system that works for both sales and marketing? Reach out and let’s fix the disconnect.