Everyone talks about sales and marketing alignment.
We build SLAs, define handovers, and refine lead processes. But there’s something simpler, and often overlooked, that has a far greater impact.
Memory.
Why Buyers Forget You
Most buyers simply don’t remember you.
Many demand generation leads never reach sales. They sit in nurture for months, receiving the occasional email or ad, but not enough consistent or relevant contact to stay front of mind.
Research from Corporate Visions shows that B2B buyers are often 69% of the way through their buying journey before they engage with a salesperson.
At the same time, only 27% of leads are sales-ready when first generated (PropelGrowth).
That means the majority of leads need regular, meaningful visibility long before they are ready to buy.
Familiarity Wins Deals
When buyers finally re-enter the market, they usually choose the brand that feels most familiar – the one that has shown up clearly and consistently throughout their journey.
The real gap between marketing and sales isn’t always about intent or process.
More often, it’s about recall.
The Missing Link: Visibility
The answer isn’t more leads or faster handovers.
It’s sustained, relevant visibility that reinforces your brand and message at every stage.
When the time comes to buy, they already know who you are — and they already trust you.