This 3-minute read brought to you by the team at Rogue Pin
Most sales and marketing teams don’t fail because they aren’t doing enough.
They fail because they’re doing the wrong things in the wrong order.
In our most recent Grow Rogue episode, Reade breaks down a mistake he sees constantly: teams jump straight to tactics before they understand how customers are actually created.
Customers don’t appear the moment a salesperson gets involved. They’re created through a sequence of belief changes, which often takes place long before a deal is even discussed.
Customer Creation Is a Belief Process
Every buyer moves through a series of internal shifts:
From unaware → curious
From curious → informed
From informed → confident
From confident → ready to decide
If those belief changes haven’t happened, sales inherits the work.
Re-explaining fundamentals. Rebuilding trust. Re-qualifying intent late in the process.
That’s not a sales problem. It’s a sequencing problem.
The Cost of Not Defining Marketing’s Role
When marketing isn’t clearly aligned to the buyer journey, sales ends up improvising:
Each rep builds their own decks and explanations
Messaging becomes inconsistent
Momentum slows as prospects ask the same questions again and again
Marketing may be busy, but sales conversations stay heavy.
Where Marketing Actually Creates Leverage
Marketing’s real job isn’t just about visibility. It’s belief progression.
When teams map the customer journey from purchase backward, clarity emerges:
Where prospects get stuck
What questions sales keeps answering
What trust gaps exist before deals move forward
Marketing becomes more useful when they can create assets that remove friction before sales steps in.
Start With the Map, Not the Megaphone
SEO, email, social, and content calendars matter, but they’re the final step.
Useful marketing starts with clarity around how revenue actually flows.
If you want a deeper breakdown of customer creation, sales enablement, and why most plans stall by Q1, watch the full Grow Rogue episode.
You can also check out our free marketing clarity report or connect with us on LinkedIn.
