Why marketing burns money

Why marketing without clean sales processes burns money

Marketing without sound sales processes often feels good – but rarely pays off. This article explains why that is and what concrete changes you can make.

1. Many leads, little impact

At first glance, everything looks good:
Campaigns are running, the CRM is being populated, there are newsletters, social media, maybe even events. Nevertheless:

• Inquiries are not answered or are answered too late.

• Follow-ups happen unsystematically ("I'll call sometime")

• Nobody has a clear view of how many leads are stuck at each step.

The result:
Marketing generates attention and contacts – but a large part of this gets lost in the gray area between “interested” and “completed”.

2. Where exactly the money is lost

A few typical areas where money is wasted without clean sales processes:

• No clear responsibility
  Nobody really feels responsible for the leads from marketing. Everyone thinks someone else is taking care of it.

• No defined process
  There are no clear steps: What happens after an inquiry? By when will someone respond? How many follow-ups are planned?

• No prioritization
  All leads are treated the same – regardless of whether they are "just gathering information" or "ready to buy immediately". Sales time is wasted.

• No follow-up
  Offers are sent out, but systematic follow-up is lacking. Many deals are lost not because the customer decides against you – but because no one follows up.

• No transparency in the pipeline
  No one can say at a glance how many opportunities are in which phase and what will realistically be completed.

Each of these points not only costs opportunities, but also motivation in sales and trust in marketing measures.

3. Why more marketing won't solve the problem

The obvious response: "We need more leads."
So, more campaigns, more content, more activities.

However, if the sales department lacks a clean structure, more marketing will only exacerbate the symptoms:

• More leads increase the pressure on an already overloaded system.

• More contacts without a process create more confusion.

• The discrepancy between effort and result is increasing.

Without a functioning sales process, "more marketing" is like pumping more water into a leaking pipe.

4. What a minimal, clean sales process must be able to do

You don't need a highly complex enterprise funnel – but a few basic elements have to be in place.

4.1. Clearly defined phases

For example:

• Lead received

• Initial contact is made

• Qualified needed

• Offer sent

• In negotiation

• Won / Lost

Everyone on the team understands these phases and uses them immediately.

4.2. Clear responsibilities

For each phase, it is clear:

• Who is responsible?

• What is the next step?

• By when does it have to happen?

4.3. Standardized follow-ups

• Clear rules: How often should follow-up be done? At what intervals? On which channel?

• Templates for emails, calls, reminders – adapted, but not reinvented every time.

4.4. Clean CRM

• All relevant information in one place

• Activities documented: Who discussed what with whom and when?

• No parallel lists in Excel or notebooks

4.5. Overview & Key Figures

• Visible pipeline: volume, number of deals, phases

• Key performance indicators: Completion rate, average process duration, reasons for loss

5. How marketing and sales work together as a system

A powerful effect is achieved when marketing and sales do not work side by side, but as a system:

• Marketing knows which leads actually convert – and adjusts campaigns accordingly.

• Sales provides structured feedback: Which target groups are worthwhile, which are not? Which messages work?

• Both work with the same definitions (Lead, MQL, SQL, Opportunity)

• There is a shared view of the entire customer journey – from first contact to completion.

Marketing is no longer seen as a "cost center for visibility" but as a source of clearly measurable sales opportunities.

6. How you can get started

If you feel that marketing generates more than sales can process in a structured way, three steps are helpful:

1. Making the current situation visible
   What steps does a lead go through today? Where is time lost? Where do prospects drop out?

2. Define the minimum process
   Together with sales (and marketing), define a simple but binding process – including responsibilities and deadlines.

3. Customize system and tools
   Set up CRM and automation to support the process – not the other way around. Process first, then tool.

7. Conclusion

Marketing without clean sales processes is expensive:
They pay for attention and leads without reaping their full value. The key is rarely "more marketing," but rather a structured, clearly managed sales process – supported by suitable systems.

If you feel that a lot of potential is being lost between marketing and closing deals, it's worth taking a look at your entire system.

➡️ In a non-binding initial consultationWe will clarify what your current situation is and where the greatest leverage lies.