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The B2B Sales Playbook: What’s Holding You Back (and How to Fix It)

Written by PMG360 | Feb 25, 2025 6:31:32 PM

We’re officially stepping into the podcast world, bringing real conversations with industry leaders to uncover what actually works in B2B sales, marketing, and growth.

Our first guest? Patrick O’Leary, VP at PMG360, a seasoned sales and marketing leader with 20+ years in the game. If you’re in B2B, this episode will challenge everything you think you know about sales.

Want to watch the full conversation? Click here.

🚫 More Leads ≠ More Sales: The Real Problem

If you’re constantly saying, “We need more leads,” you might be focusing on the wrong problem.

Here’s what’s actually happening:

  • Your leads aren’t being nurtured before they hit sales.
  • Sales teams get leads that aren’t ready to convert.
  • There’s no clear process for identifying the right buyers.

💡 Fix it:
Before handing leads off to sales, qualify them properly—track engagement, use CRM data, and build a lead nurturing process. More leads won’t help if your pipeline is leaking conversions.

📊 Your Data Is a Goldmine (But You’re Probably Ignoring It)

PMG360 has one of the largest B2B decision-maker databases in the industry, and Patrick has seen firsthand how companies waste their data.

Companies collect massive amounts of customer data but don’t use it.
CRM systems exist—but most businesses don’t use them correctly.
Sales and marketing efforts aren’t tracked, leading to missed opportunities.

💡 Fix it:
👉 Set up your CRM the right way—track every lead, every touchpoint, and every conversion.
👉 Align sales & marketing to ensure follow-ups happen at the right stage.
👉 Use data-driven insights to personalize outreach and close deals faster.

❌ Outdated Sales Beliefs That Are Holding You Back

The biggest mistake companies make? Keeping sales and marketing separate.

  • Sales reps work leads without understanding marketing’s role.
  • Marketers generate demand without knowing what sales actually needs.
  • The result? Leads that don’t convert and a blame game between departments.

💡 Fix it:
Stop treating sales and marketing like two different worlds. When both teams collaborate:
✔ Sales calls get better because marketing warms up leads first.
✔ Marketing creates content that actually converts (instead of just getting clicks).
✔ Companies shorten their sales cycles and close deals faster.

🏆 What Separates Winning Companies from Everyone Else?

Patrick has worked with high-growth companies and struggling ones. The difference?

🔹 Customer Retention – Your best customers are the ones you already have.
🔹 Long-Term Relationships – Don’t just close deals—become a trusted partner.
🔹 Value Beyond the Sale – Help your clients grow, and they’ll never leave.

💡 Fix it:
Stop treating sales as a one-and-done transaction. The companies that scale the fastest nurture customers long after the first deal closes.

🤝 Sales & Marketing Misalignment: The Hidden Revenue Killer

You’ve probably heard this before:

"Marketing generates leads, but sales says they’re not good enough."

Here’s the truth:

  • The problem isn’t the leads—it’s the handoff process.
  • Marketing focuses on top-of-funnel prospects (who may not be ready to buy).
  • Sales wants hot leads—but they’re skipping the nurture stage.

💡 Fix it:
✔ Define what a qualified lead looks like—and track where they drop off.
✔ Use a CRM system to see how leads engage with content before sales reaches out.
✔ Adjust marketing and sales strategies in real-time instead of guessing.

🤖 AI in Sales: Friend or Foe?

AI is transforming B2B sales, but let’s get one thing straight:

AI won’t replace salespeople—it will replace those who don’t use it.

🔹 AI can analyze data, automate follow-ups, and segment audiences.
🔹 AI eliminates wasted time so sales teams can focus on high-value interactions.
🔹 But at the end of the day? People still buy from people.

💡 Fix it:
Use AI as a sales assistant, not a replacement. The best sales teams leverage automation to work smarter—not harder.

🎯 How to Book More Meetings with Decision-Makers

If your team is struggling to land meetings, ask yourself:

Are you personalizing outreach, or just sending mass emails?
Are you following up with value—or just pushing for a sale?
Are you adapting to remote work, or still relying on in-person tactics?

💡 Fix it:
✅ Stop demanding face-to-face meetings—offer Zoom, LinkedIn chats, or phone calls.
✅ Provide value before you ask for a sale—send insights, not just pitches.
✅ Follow up consistently—most deals take multiple touchpoints before closing.

📢 Want More B2B Sales Insights? Watch the Full Podcast!

Patrick dropped insane value in this conversation, and we’ve only scratched the surface.

📌 Watch the full episode here → 

We’re just getting started with our podcast, and we want to bring more industry experts into the conversation.