Deep-Dive Digital Marketing Workshop
A service for B2B companies that want to bring structure to cooperation between marketing and sales - from diagnosing the misalignment, through a shared funnel and KPI model, to implementing the agreements in the process, the data and the tools.
We adapt the scope of the service to the company's situation, the maturity of its processes and the needs of the marketing and sales teams.
Where the problem between marketing and sales comes from
In many companies marketing and sales work in parallel but not within one model of responsibility. The two teams understand lead quality differently, look at the funnel differently and use data in different ways.
Marketing and sales judge lead quality differently
There is no shared definition of the funnel stages
Leads are passed on with no clear rules or criteria
Reports exist but do not support decisions
The board cannot see where the pipeline is really lost
The teams work to different definitions
The CRM does not reflect the real process
The marketing strategy and the sales activity are detached from each other
The strategy does not follow from a structured process
This problem is usually solved neither by training alone nor by implementing a CRM alone. First the problem has to be diagnosed, then the operating model agreed, and only then implemented.
When the Deep-Dive Digital Marketing Workshop makes the most sense
This service works best in companies that:
- operate in a B2B model
- have separate marketing and sales functions
- generate leads but have no coherent model for handling them
- use a CRM, reports or other data sources but do not translate them into shared decisions
- want to bring structure to cooperation between departments before further strategy, scaling or implementation
The most common roles on the client side
- CEO / owner
- Head of Sales
- Head of Marketing
- COO
- the people responsible for the CRM, operations or reporting
This service may not be the best fit if:
- you are only looking for general marketing training
- you only need tactical campaign workshops
- your organisation does not yet have separate marketing and sales functions
- you do not want to work on the real process, the real data and real responsibilities
If you are looking for marketing training, write to us - we will send you an offer matched to your needs.
Write to usWhy we work in 3 stages
The Deep-Dive Digital Marketing Workshop is neither a single presentation nor a standard training course. It is a structured process that takes a company through three different levels of solving the problem.
Diagnosis first
Without it an organisation usually sees the symptoms but does not understand where the misalignment really arises.
Then shared decisions
A diagnosis alone does not change how people work. Agreed definitions, roles, KPIs and rules of cooperation are needed.
Operational implementation at the end
The agreements from the workshop have to translate into daily work, the data, the CRM, the reporting and the way the funnel is managed.
We diagnose the problem, agree a shared operating model, and then embed it in operational practice.
What the Deep-Dive Digital Marketing Workshop covers
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Stage 1
Revenue Alignment Audit
A diagnosis of the sources of misalignment between marketing and sales: process, definitions, data, reporting and friction points.
Revenue Alignment Audit
A diagnosis of the sources of misalignment between marketing and sales: process, definitions, data, reporting and friction points.
Before we change anything, we establish where the problem really lies.
What problem this stage solves
Companies often see the effects of the problem - poor leads, tension between departments, inconsistent reports, low trust in the data - but cannot pin down the causes. The audit clarifies that picture and shows where the misalignment really arises.
What it involves
- we analyse the current model of cooperation between marketing and sales
- we examine the stage definitions, the quality of the handoffs and the logic of the funnel
- we look at the data, the reporting, the CRM and the way decisions are made
- we identify the gaps in the process, the data and the responsibilities
What the client receives
- a diagnosis of the main sources of the problem
- a map of the current lead-to-revenue process
- a list of gaps in the data, the definitions and the reporting
- identification of the main friction points between departments
- recommended priorities for the work ahead
What that leads to
After this stage you know:
- what genuinely needs to be put right
- which areas need to be worked through in a workshop
- where process decisions are needed
- where the problem is one of data or tools
This is not yet the stage of designing the new model.
This is the diagnosis stage, which provides the basis for the decisions that follow.
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Stage 2
Sales & Marketing Alignment Workshop
A working workshop in which we structure the shared funnel, the stage definitions, the KPIs, the responsibilities and the rules for handing over leads.
Sales & Marketing Alignment Workshop
A working workshop in which we structure the shared funnel, the stage definitions, the KPIs, the responsibilities and the rules for handing over leads.
On the basis of the diagnosis we agree a shared model for how marketing and sales work together.
What problem this stage solves
Even an accurate diagnosis is not enough if the teams still work to different definitions, different expectations and different metrics. This stage sets the rules for working together.
What it involves
- we work with the key people from marketing, sales and the board
- we tidy up the definitions of leads, stages and transition criteria
- we map the shared funnel and the handover points
- we set the roles, the responsibilities and the basic KPIs
- we identify the decisions that need further operational implementation
What the client receives
- an agreed model of the funnel
- definitions of the stages and the handoff points
- a marketing - sales responsibility matrix
- a basic KPI model
- a list of priorities for the next 90 days
- the assumptions for further implementation
What that leads to
After the workshop the company has a shared operating model, but not always one embedded in the daily process. That is why the next step is Revenue Operations.
This is not a classic training course.
It is a working workshop whose output is concrete operational agreements, not just the transfer of knowledge.
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Stage 3
Revenue Operations
Translating the agreements into the operational process, the data, the reporting and the tools, so that the agreed model still works after the workshop ends.
Revenue Operations
Translating the agreements into the operational process, the data, the reporting and the tools, so that the agreed model still works after the workshop ends.
We translate the findings from the audit and the workshop into the process, the data, the reporting and the way people work day to day.
What problem this stage solves
In many companies the agreements end with a document or a meeting. Revenue Operations makes sure the new operating model does not remain a declaration but is embedded in day-to-day operations.
What it involves
We agree the scope of this stage individually, depending on the company's situation and the team's needs. It may cover structuring the process, the data, the KPIs, the reporting logic, the way people work in the CRM and other elements that support shared management of the funnel.
What the client receives
- the agreements translated into operational practice
- solid foundations for reporting and measuring KPIs
- the process better embedded in the data and the tools
- greater consistency between marketing, sales and the way the pipeline is managed
What that leads to
The company moves from shared agreements to action. The funnel, the data and the responsibilities start to function as one model rather than a set of separate initiatives.
This is not merely a technical tool implementation.
This is the stage where the agreed operating model is embedded operationally.
What you gain from the whole Deep-Dive Digital Marketing Workshop
After all three stages the company gains not only a better understanding of the problem but a structured model for how marketing and sales work together.
The sources of misalignment diagnosed
A shared model of the funnel and the lead handover points
Clear definitions of the stages and of responsibilities
KPIs tied to the real process
Solid foundations for reporting
The process better embedded in the data and the tools
A stronger basis for further strategic and growth decisions
This approach lets you move from scattered activity and inconsistent interpretations to a shared operating model for marketing and sales.
Book a workshopWhy we start neither with training alone nor with implementation alone
It raises awareness, but usually does not bring structure to the company's real process, definitions, KPIs and responsibilities.
It can lead to agreements that are too general, because the participants work from different assumptions and understand the problem differently.
It can entrench the chaos if the funnel stages, the rules for handing over leads and the logic of measuring performance have not been agreed first.
It combines diagnosis, shared decisions and operational implementation into one coherent path.
How the engagement begins
A short introductory call
We check whether the problem really is about marketing and sales alignment, and whether this service is the right place to start.
Adapting the scope
We refine the scope of work to the company's situation, the maturity of its processes and the needs of the team.
Delivering the three-stage process
We go through the diagnosis, the workshop and the embedding of the agreements in operational practice.
The detailed scope of the stages and how the work is organised are agreed individually.
Frequently asked questions
See whether the Deep-Dive Digital Marketing Workshop is the right place to start
If marketing and sales in your company work side by side rather than within one coherent model of funnel, KPIs and responsibilities, this service will help you move from diagnosis to structured action.
Hubska Center building
During the call we will assess whether the problem is one of alignment, process, data, reporting or operational implementation.