A Spark of B2B

You’ve been there. Marketing runs campaigns, fills the CRM with leads, and proudly hands the list to sales. And then… crickets.

“No thanks. We don’t want more leads.”

If you’ve ever felt your stomach drop at those words, you’re not alone. It’s confusing, frustrating, and honestly, a little infuriating. But here’s the truth: sales isn’t being difficult. They’re signaling that something is broken—something far bigger than just lead volume.

Lead Rejection Isn’t Personal. It’s a Symptom

Let’s call it what it is: most “leads” marketing sends over aren’t ready to buy. They may have downloaded an ebook, attended a webinar, or just signed up for your newsletter. That’s great for numbers on a report—but useless for someone trying to hit quota.

When sales rejects leads, they’re not lazy. They’re saying:

• “These leads aren’t qualified.”
• “You’re measuring the wrong thing.”
• “I’ll spend my time chasing prospects who are actually ready, not just curious.”

And here’s the kicker: they’re right.

Why the Funnel Mentality Fails

We’ve clung to the old-school funnel for decades: Awareness → Interest → Consideration → Decision. It’s neat, it’s easy to visualize, and it’s completely outdated.

• Buyers jump around. They self-educate. They engage only when they’re ready.
• Marketing chases vanity metrics: webinar registrations, downloads, form fills.
• Sales is left wading through noise, frustrated, wondering why they’re “given leads” that lead nowhere.

No wonder they say, “We don’t want more leads.”

Stop Counting Leads. Start Creating Demand

If this sounds harsh, it’s meant to. Marketing isn’t failing because of sales—it’s failing because of how it defines success. Here’s how to fix it:

1. Redefine “Qualified.”
   Leads aren’t leads until they show intent. Work with sales to define SQLs based on behavior and fit, not just curiosity.
2. Measure the Right Metrics.
   Pipeline influence, conversion rates, and time-to-close are far more meaningful than total leads generated.
3. Invest in Brand.
   Buyers don’t respond to generic top-of-funnel tactics. They respond to brands they trust. Build awareness and authority first, then funnel will follow.

The Takeaway

When sales says, “We don’t want more leads,” it’s not a rejection—it’s a diagnosis. Your organization isn’t aligned. Your processes reward activity over outcomes. And your metrics are outdated.

Stop arguing over numbers. Start asking the right questions:

• Are we sending the right people to sales?
• Are we measuring what actually impacts revenue?
• Are we building a brand that buyers recognize and trust before they ever speak to sales?

Answer these, and suddenly, sales will want your leads. Because they’ll actually convert.

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Why B2B Buyers Are Quiet Quitting Your Funnel and How to Win Them Back

Disclaimer note:

The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of any company or their associates.

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