A critical new mandate for marketing

13th March 2026 |   Bob Apollo

What if marketing, sales, sales enablement, and customer success align around a mandate to eliminate barriers to buyer confidence and ensure customers achieve their desired business.

There’s a growing recognition that the challenge in complex B2B sales isn’t just about creating demand or building pipeline. The challenge lies in ensuring that we eliminate the barriers to buyer confidence – before, during, and after their decision to commit.

To an outsider, the sales-marketing relationship in B2B sometimes seems to reflect a simple division of responsibilities: marketing generates leads; sales convert them. This model might work tolerably well in simple transactional environments, but it fails spectacularly in complex B2B buying environments.

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