Construction companies are losing millions as sales and marketing misalignment slows deals
Construction firms and those in the supply chain are losing millions of pounds in potential revenue because sales and marketing teams are working to different definitions of what constitutes a ‘qualified lead’, industry experts have warned.
B2B marketing agency Lesniak Swann brought together senior commercial leaders from construction brands Barbour ABI, BMI, Instagrid, Pick Everard and Polypipe Building Services to debate this important topic.
The panel blamed unclear handover processes and a lack of shared ownership once a prospect enters the pipeline for delaying decisions. This confusion can put customer relationships at risk and jeopardise deals at a time when buyers are better informed than ever and sales cycles are being stretched.
Lesniak Swann co-founder Alexander Swann said: “This isn’t so much about marketing supporting sales or sales using marketing. It’s about shared accountability for growth. When there’s a disconnect customers feel it first. We see this across contractors, consultants and manufacturers. When teams measure different things, they pull in different directions. The result is inconsistent messaging, poor handover and a fragmented customer experience.”
