Why marketing and sales collaboration often runs into friction
In most B2B organisations, marketing and sales have different objectives. Marketing focuses on volume: generating as many leads as possible. Sales wants quality: warm accounts ready to convert.
Without shared data, a vicious circle emerges. Marketing passes through leads that sales rejects. Sales complains that “marketing delivers nothing”. Meanwhile, 98% of your website visitors remain anonymous – whilst your best leads are among them.
Another problem: timing. Sales often hears days later that an interesting company visited the website. By then, momentum is lost. The company has already contacted a competitor, or interest has cooled.
Leadinfo breaks this cycle. Both teams see in real-time which companies visit your website, which pages they view and whether they fit within your ICP. This creates a shared language around lead generation that brings marketing and sales closer together.
How Leadinfo bridges marketing and sales
Leadinfo identifies which companies visit your website. Every identified visitor is enriched with company data: name, sector, size, location and contact details.
Both teams work with the same dashboard. Marketing sees which campaigns deliver the most ICP matches. Sales sees directly which accounts show high buying intent. Think of companies that visit your pricing page multiple times, or browse integration pages.
Via Slack or Microsoft Teams, sales representatives receive instant alerts when a target account returns. They can make contact within minutes – at the moment interest is highest.
Additionally, Leadinfo synchronises automatically with your CRM system. New companies are created as leads, existing contacts are enriched with website behaviour. Marketing and sales now work with the same, current information.
The benefits of integrated marketing and sales workflows
When marketing and sales use the same data, you see immediate results:
Higher conversion rates. Sales focuses on accounts already showing interest. No more cold calling – every conversation starts with context about what the company viewed on your website.
Shorter sales cycles. By responding directly to website visits, you shorten the time between first interest and appointment. Companies are still warm, the need is current.
Better lead quality. Marketing learns which campaigns truly deliver value. Not just traffic, but specifically traffic from companies that fit within your ICP. This leads to higher MQL-to-SQL conversion.
Leadinfo also makes it possible to deploy buyer personas effectively. You see not only which companies visit, but also which page types they browse. Marketing can sharpen campaigns, sales can personalise outreach.
Concrete steps to align marketing and sales with Leadinfo
Step 1: Integrate your CRM Connect Leadinfo to HubSpot, Salesforce, Pipedrive or another CRM system. Identified companies are automatically added as leads. Marketing and sales work with one source of truth.
Step 2: Define your ICP jointly Determine together which companies are your ideal customers. Sector, size, location, technology stack – these are the criteria Leadinfo filters on. Marketing now knows where to focus campaigns, sales knows which accounts have priority.
Step 3: Align lead scoring criteria Which behaviour indicates high buying intent? Visits to the pricing page? Returning sessions? Downloads? Align this and configure Leadinfo to score these signals.
Step 4: Activate Slack alerts for sales Have sales receive a notification immediately when a hot lead visits the website. This can be per channel: for example, a separate channel for enterprise accounts, and one for SMB leads.
Step 5: Evaluate together weekly Schedule a brief meeting where marketing and sales discuss Leadinfo data. Which campaigns deliver the best accounts? Which page types convert best? Use these insights to continuously improve your approach.
Frequently asked questions
Is Leadinfo GDPR-compliant? Yes, Leadinfo is 100% GDPR-proof. We identify companies, not individuals. No cookies are used (optional), no personal data is collected and all hosting takes place in the EU. Leadinfo operates on the basis of legitimate interest (Article 6(1)(f) GDPR) and is ISO 27001 certified.
Can marketing and sales see the same data? Yes. Leadinfo offers one shared dashboard where both teams have real-time insight into website visitors, buying intent and ICP matches. You can set permissions and filters per team, but the base data is accessible to everyone.
How quickly do I see results after implementation? Leadinfo is active within 5 minutes. As soon as the tracking code is placed, the system begins identifying companies. The first leads often appear within an hour. CRM synchronisation works in real-time, so sales can act immediately.
Can Leadinfo replace my existing marketing and sales stack? Leadinfo doesn’t replace your stack, but makes it more powerful. It integrates with your CRM, marketing automation, Slack, Google Ads and LinkedIn Ads. This enriches your existing workflows with real-time company insights.
