SaaS Growth 2026: How Leading Brands Are Building Predictable Sales Pipelines
SaaS Growth 2026: How Leading Brands Are Building Predictable Sales Pipelines
The pressure on SaaS growth is changing. The SaaS landscape is shifting – fast.
Recent data shows:
The average B2B SaaS sales cycle has increased from 107 to 134 days – roughly a 25% rise year-on-year.[1]
Fewer than one in five SaaS firms say they have full confidence in their pipeline forecasts.[2]
Organisations that define and enforce a structured sales process see up to 28% more revenue than those that don’t.[3]
In 2026, success won’t be defined by who shouts the loudest or automates the fastest – but by who builds the most reliable system for generating qualified opportunities month after month.
Why predictability has become the new currency
Clarity over chaos – clean data, structured processes, and defined ICPs.
Performance over volume – fewer, better-qualified conversations.
Integration over isolation – SDRs, marketing, and sales ops working as one revenue engine.
The playbook behind predictable SaaS pipelines
Rebalancing inbound and outbound. Outbound is no longer an afterthought – it’s a precision tool for creating qualified conversations in defined markets.
Building SDR teams that think commercially. The best SaaS SDRs understand value, not just volume. They know how to open a conversation that leads to revenue.
Using data as a decision driver. From call performance to conversion ratios, data fuels continual optimisation – not micromanagement.
Investing in training and culture. Predictable performance comes from confidence, coaching, and clear career progression, not scripts and spreadsheets.
Outsourced SDR models are rising in influence
Faster setup and scalability.
Proven processes and playbooks.
Access to skilled SDRs trained to represent your brand with precision.
Sources
MADx Digital – SaaS Sales Statistics 2025: Average B2B SaaS Sales Cycle Increased from 107 to 134 Days. madx.digital
Forecastio – SaaS Sales Forecasting Challenges and Confidence Levels. forecastio.ai
SuperOffice – Organisations that define and enforce a sales process see up to 28% more revenue than those that don’t. superoffice.com
Ready to see the difference for yourself?
If you want outbound that delivers revenue, not just activity, let’s talk about what a performance-led model could do for your pipeline.
Everyone Else Is Slowing Down. That’s Exactly Why You Should Be Prospecting This December
The Christmas decorations are up. Calendars are filling with end-of-year socials. Slack messages start to include phrases like “back in January”.
And inevitably, the same question comes up in sales teams across the UK:
“Should we just ease off prospecting until the New Year?”
Our Founder & CEO, Owen Richards , has been answering that question for over a decade. His response hasn’t changed.
Carry on as normal.
Not because he’s allergic to Christmas cheer – but because the data, the behaviour, and the commercial reality all point in the same direction. December isn’t a dead month. It’s a misunderstood one.
Why December prospecting still works in 2025
At Air Marketing, outbound is our day job. We make hundreds of thousands of calls every year across multiple sectors, seniority levels, and markets. That volume gives us a clear view of what actually happens in December – not what people assume happens.
As the year winds down, decision-makers are more open to conversation, call quality improves, and meaningful discussions happen faster.
Inbox pressure drops. Meeting overload eases. People finally have breathing room to think rather than react.
Even in the final two weeks before Christmas, engagement rates remain strong. Appointments may land for January, but the groundwork happens in December.
And when teams switch prospecting off entirely? January becomes a cold start instead of a warm continuation.
Three reasons December still delivers results
1
Conversations are better, not worse
December isn’t quieter because people stop working. It’s quieter because the noise reduces. Decision-makers are clearing desks, reflecting on the year, and are often more relaxed and open. That leads to longer, higher-quality conversations with less defensiveness and more honesty.
2
Budgets and priorities are already in motion
By December, leadership teams are shaping the year ahead. Budgets are being finalised, suppliers reviewed, and performance gaps acknowledged. December is ideal for positioning your proposition and securing January conversations with real intent.
3
Switching off costs more than people realise
Write off December and you lose around 8% of the selling year. Add summer, Easter, and other “bad timing” periods and suddenly a quarter of the year disappears. Top-performing sales teams prioritise consistency, not perfect conditions.
A realistic December caveat
December isn’t the time to launch brand new sales initiatives from scratch. If a campaign is already running, keep momentum going and build pipeline for January. If something requires heavy onboarding or major change, wait until the New Year when teams are refreshed.
December feels like the wrong time to prospect. That’s exactly why it works.
While competitors slow down, the teams that keep going quietly build advantage – and reap the rewards in the new year.
If you want January to start with momentum rather than zero, our sales specialists can help build pipeline that lasts beyond the Christmas break.
Get in touch with Air Marketing to see how we can support your growth into 2026.
Every few years, someone writes its obituary. The market moves. Budgets tighten. A new technology promises shortcuts. And yet, outbound keeps delivering.
It happened in 2020, when remote work and shifting priorities made cold outreach feel tone-deaf. It happened again in 2023, when leaders were told to do more with less. And now, in 2025, AI is the latest silver bullet pointed at SDR teams, hailed as the cheaper, faster, smarter alternative.
Each time, the same story plays out: outbound gets cut first, then rebuilt later. Because when the pipeline slows, every business rediscovers the same truth: you can’t grow predictably without outbound.
Why outbound keeps coming back
On a spreadsheet, cutting SDRs looks tidy. In the real world, it creates a different cost: the cost of silence. Inbound puts you in front of buyers who are already looking. Outbound gets you in front of the ones who should be.
Creates net-new conversations with accounts that aren’t coming inbound yet.
Brings timeliness – you don’t wait for intent signals; you create them.
Builds reach across buying groups where deals are won (or quietly lost).
The problem isn’t outbound – it’s bad outbound
Much of what gets labelled “outbound” is just mass automation. That isn’t strategy, it’s noise. Effective teams treat outbound as a craft.
Precise ICP & segmentation over spray-and-pray lists.
Human talk tracks that show understanding, not just personalisation tokens.
Consistency and coaching that compound into pipeline, not just activity.
AI won’t replace SDRs – it’ll expose weak ones
AI will sharpen research, trigger detection and message drafting. Useful. But the decisive moment is still human: a relevant opener, control of the conversation, confident qualification.
Reality check: Buyers don’t buy the model. They buy the person who makes the problem feel solvable.
What high-performing outbound looks like in 2025
Clean, segmented data with role and timing context.
Tight talk tracks focused on pain, impact and next step.
Phone-first discipline supported by email, social and paid, not replaced by them.
Outcome metrics: meetings, opportunities, revenue, not just dials and opens.
Bottom line: Outbound isn’t dying, it’s evolving. Pair disciplined SDRs with smart data and pragmatic coaching, and you get the one thing the board cares about most: predictable pipeline.
Final thought
Every few years, someone will try to retire outbound. The businesses that keep growing don’t argue, they execute. They modernise the function, back their people, and keep the phone ringing.
Opinion piece by Gracie-May Bryan, Client Strategy Manager at Air Marketing
Is Telemarketing Still Effective for B2B Lead Generation?
With digital channels dominating the marketing mix, it’s easy to assume telemarketing has had its day. Yet in B2B, where buying cycles are long and decisions are complex, the phone still creates conversations that matter. So, in a world of automation and AI, does telemarketing still work? Short answer: yes – when it’s done properly.
Done well, telemarketing brings intent clarity you won’t get from impressions or clicks. It reveals timing, context and political nuance inside accounts – the qualitative intel that accelerates deals. When combined with modern data sources and a tight proposition, outbound calling doesn’t replace digital – it activates it.
A short history of telemarketing (and why it still matters)
Telemarketing’s roots are more human – and more inventive – than the stereotypes suggest. Early adopters used the telephone to turn local networks into commercial opportunity, testing conversation styles, refining offers and learning what resonated. That spirit of iterative conversation is exactly what gives the channel its edge today: rather than guessing, you speak to the market and evolve in real time.
Modern telemarketing is about consultative, human conversation supported by data, technology and a clear proposition. Used alongside email, social and paid media, it turns passive awareness into active dialogue and qualified demand. It’s especially valuable where multiple stakeholders, risk sensitivity and longer cycles make trust the deciding factor.
Builds trust and rapport faster than asynchronous channels.
Generates real-time feedback on objections, priorities and buying context.
Qualifies interest at the point of contact, improving lead quality and cycle speed.
Amplifies email, paid and social by converting awareness into dialogue.
Why telemarketing still delivers
There’s a reason experienced teams continue to invest in outbound calling – it consistently converts indecision into momentum. The value isn’t in volume; it’s in precision: the right account, the right contact, the right moment, the right message.
Direct access to decision-makers – you reach real people, not just personas.
Quality over quantity – fewer, better-matched conversations equal stronger opportunities.
Predictable pipeline – disciplined outbound creates a controllable flow of qualified demand.
Data-driven targeting – clean, segmented data makes calling smarter and measurable.
How the craft evolved – and what we can borrow
The pioneers of telemarketing didn’t have intent platforms or diallers. They had a telephone, a list and the discipline to test and learn. That mindset holds up: keep the conversation human, log what lands, then iterate. Replace scripts with structured talk tracks. Replace big blasts with tight segments. Replace activity goals with outcome goals (meetings, opportunities, revenue).
It’s an approach that scales with technology: today you can layer in buying signals, role intelligence and compliance-safe contact data – but the core advantage is the same as it was then: real conversation that reduces guesswork.
Want more backstory and a few surprises? Read our history of telemarketing to see how early innovators shaped the techniques we still refine today.
The pitfalls of traditional telemarketing
When poorly executed, telemarketing can do more harm than good. Avoid these common mistakes:
Poor or outdated data leading to wasted effort and compliance risk.
Generic scripts that lack empathy or commercial value.
Volume over outcome – prioritising dials instead of results.
Lack of integration with the wider marketing mix.
Putting it into practice (what high-performing teams do)
Turn calling into a learning loop. Define a crisp ICP; build tight lists; run short, hypothesis-led call blocks; capture outcomes; adjust talk tracks; repeat. Keep the tech stack light but insightful: CRM history, job role context, relevant triggers and clean contact data. Report on meetings, opportunities and revenue, not just dials or talk time.
Most importantly, invest in the people. Coaching beats scripts, and call reviews beat dashboards. Give SDRs the tools and the time to practice; make objection handling a team sport; and celebrate qualified “no’s” as much as wins – because they tidy the pipeline and speed real deals.
Verdict: Telemarketing remains one of the most proven, controllable and scalable ways to generate qualified B2B leads – but only when it evolves with the buyer. It’s not about cold calls; it’s about warm insight delivered through confident, skilled human conversation. When paired with data intelligence and aligned to marketing, it doesn’t just create meetings – it builds momentum, pipeline and revenue predictability.
Leaders who thrive with telemarketing in 2025 do four things consistently: they define a clear ICP and stick to it; they keep data hygiene non-negotiable; they coach for quality conversations over call volume; and they integrate calling with email, social and paid – so every touch compounds the last.
The great cold call debate is a tale as old as time. LinkedIn warriors take to their keyboards to proclaim “COLD CALLING IS DEAD!” – and then usually promote a tool that can generate 2x your pipeline in four weeks without ever speaking to a prospect.
But the question remains – is cold calling really dead? Have we stopped valuing real human conversation?
We can’t deny that digital tools and AI are brilliant co-workers when it comes to efficiency. But our Business Development Executive, Joel Pugh, is living proof that we can’t afford to lose our voice in the sales journey.
Over the past quarter, Joel’s median target achievement has reached 264%+ across five separate client campaigns. He hasn’t missed a single target – in fact, he’s exceeded every one by a considerable margin.
Joel joined Air just over a year ago, fresh out of college, with no prior sales experience but a genuine thirst to learn the art of prospecting.
“I came to Air knowing I wanted to get into sales. I’ve always had a clear drive and goal to work in business, and the BDE role was the entry point for me to start that journey. I wanted to learn the basics and gain experience so I can progress in the future.”
Over the past year, Joel has become a consistent top performer and now works closely with his teammates to help them achieve similar results. But how exactly does he do it? We sat down with him – and a cup of tea – to find out how he continues to excel in a market that’s telling SDRs to avoid the phone…
What’s something you’ve learnt from your peers that helps you to succeed?
“Don’t say sorry for doing your job – that’s something a lot of people do when they start in sales because they feel like a nuisance. But my peers helped me see that it’s our job, and we’re here to help. Don’t apologise for that.”
If you were a BDE starting from scratch, what would your top tip be?
“Get used to rejection – embrace it. That was probably one of the first things I realised in this job. You can’t let rejection stop you. You’ve got to be OK with it.”
What traits make a good salesperson?
“Competitiveness. I’m a competitive person – not in a nasty way – but that competitive edge is needed in sales. I enjoy the banter with my mates; it helps us push harder.”
When you’re facing a tough day or week as a BDE, how do you turn it around?
“I make promises to myself. I was having a bad week recently, and my Team Manager asked if the workload was getting too much. I said, ‘No mate, I want to be doing all this work.’ I told myself that tomorrow would be make or break – either I’d have a great day or I’d be finished, retired!
I ended up getting seven fresh leads the next day and won the all-in-day incentive. It’s about not dwelling too much on the day before. That’s important. No dwelling on the past – it’s a marathon, not a sprint.”
Is cold calling dead?
“Cold calling is king – and I think it always will be. One of the reasons I got into sales is because I don’t fear AI replacing my job. People want to be taught and spoken to by people, not computers or robots. They want to hear a human voice – someone who’s confident and skilled. That’s always going to win.”
So, the answer to the great cold call debate? It’s simple – cold calling isn’t dead. It just takes grit.
There’s no shortcut to pipeline generation. Be like Joel: dedicated to your craft, resilient in the face of adversity, and confident in the power of real human connection.
Looking to kick start your sales career?
Want to find out how we generate real sales pipeline for our clients?
Why UK B2B Companies Are Turning to Outsourced Sales
More and more B2B businesses are outsourcing sales to gain agility, control costs and reach markets faster. But one truth stands out: the difference between average and exceptional results lies in choosing a partner who can deliver measurable pipeline and integrate seamlessly with your team. This guide helps you make that choice with confidence.
What to Consider Before Partnering with an Outsourced Sales Agency
Before you start reviewing agencies, get your own house in order. Clarity on your needs will help you separate good from great. Consider:
Your goals. Do you want lead generation, pipeline development, deal closure – or help with a specific stage like outbound outreach or appointment setting?
Budget & resources. What’s your budget compared to hiring internally? What internal capacity do you have to manage or support the partnership?
Control vs delegation. How much control do you want over messaging, process, and reporting? How much should the agency own?
Timeline. When do you need results? Sales cycles take time – lead nurturing, message refinement, and learning curves all matter.
Success metrics. Define KPIs such as meetings set, qualified leads, and revenue, and agree on how they’ll be tracked.
Key Qualities of a High-Performing Outsourced Sales Partner
The strongest outsourced sales partners combine proven sales processes with target-market expertise, ensuring they can reach and convert the right people, not just understand your sector.
Choose a partner who is a true sales architect – someone who doesn’t merely execute outreach but engineers results. These are experts who live and breathe sales, blending strategy, discipline and creativity drawn from years of building and running top-tier sales operations.
Look for an agency that offers:
Multi-market reach and sector fluency – the ability to tailor outreach for different buyer profiles, seniorities, and geographies, supported by case studies and references that show measurable results.
Plug-and-play outbound capability – a ready-built sales engine that integrates quickly and delivers momentum without a long ramp-up.
Precision cadences and messaging – carefully designed touchpoints and curated messaging that transform technical features into commercial conversations and lift contact and conversion rates.
Specialist SDRs and ongoing coaching – a team trained to speak the language of senior decision-makers, supported by continual coaching to keep dialogue sharp and value-driven.
Intelligent data and TAM mapping – sophisticated data segmentation and total addressable market analysis to reach the right buyers every time and uncover scalable growth opportunities.
Insight-driven forecasting and reporting – accurate pipeline forecasting and transparent performance dashboards, so every decision is backed by data and revenue visibility is never in doubt.
Scalability and flexibility – the ability to adjust team size, cadence or targeting as your needs evolve, without disruption.
Cultural and brand alignment – a partner whose tone, values and quality standards reflect your own.
Technology and compliance strength – from CRM integration to GDPR adherence, ensuring efficiency and peace of mind.
This combination of sales mastery and market expertise ensures an agency isn’t just familiar with what you sell – they know who to sell to and how to move opportunities faster, whether that’s C-suite leaders in enterprise tech, procurement heads in manufacturing, or fast-moving SMBs in emerging sectors.
Essential Questions to Ask an Outsourced B2B Sales Agency
When speaking with potential partners, probe with questions like:
“How do you adapt outreach for different market segments or seniorities?”
“What’s your approach to TAM mapping and data segmentation?”
“How do you ensure messaging reflects our technical and commercial value?”
“Can you share case studies where you scaled outbound rapidly while maintaining quality?”
“What reporting will give us confidence in pipeline accuracy and revenue forecasting?”
Common Pitfalls to Avoid When Outsourcing Sales
Beware of agencies that:
Promise instant high-volume results without a clear process or onboarding plan
Can’t explain how they source or segment data
Provide vague reporting with little insight into conversions or ROI
Lock you into inflexible contracts without room to pivot
How to Build a Long-Term Partnership With Your Outsourced Sales Team
The strongest outsourced sales agencies become an extension of your team. They’ll bring fresh ideas, challenge your assumptions, and collaborate on strategy – not simply “deliver calls”.
Keep communication frequent and two-way. The most productive partnerships involve ongoing iteration as markets shift and data informs better decisions.
Choosing the right outsourced sales agency is about more than sector familiarity. The best partners are true sales architects – professionals who live and breathe sales, blending strategy, discipline and creativity to engineer results. With market-specific insight and advanced processes, they make every conversation sharper, every campaign smarter, and every opportunity move faster.
The Air Marketing Approach
At Air, we partner with B2B businesses who need to strengthen sales performance without the burden of permanent headcount. Whether you need extra capacity to support your team, or a fully outsourced sales engine to drive pipeline, we deliver measurable results that prove value fast.
Outbound is one of the toughest channels to crack in B2B sales – but it doesn’t have to be guesswork. The right words, timing, and approach can mean the difference between unanswered calls and booked meetings. That’s why we’ve built The Outbound Sales Playbook That Works – a free, practical guide packed with proven scripts and frameworks designed to help sales teams grow pipeline faster.
What’s Inside the Playbook:
Cold call scripts that cut through and spark real conversations
Email templates that drive replies (not just opens)
Messaging frameworks tailored to B2B decision-makers
Proven approaches to objection handling and follow-up
Strategies to build consistency and scale outbound success
Why Download It? This playbook isn’t theory – it’s built on the strategies our team use every day to help clients book more meetings, convert prospects, and grow revenue. Whether you’re a Sales Director, SDR, or founder building pipeline, this resource will sharpen your outbound game.
Complete the form below to download your free copy and start using scripts that actually work.
It’s consistent, measurable, and when it works, it works well. But for many B2B businesses, especially in competitive markets, the growth curve eventually starts to flatten. Content takes longer to convert. SEO rankings stabilise. Paid campaigns become less efficient. And despite best efforts, pipeline momentum begins to stall.
If this sounds familiar, you’re not alone. We speak to growth-focused leaders every week who tell us, “We’ve hit a ceiling with inbound.”
So what’s the next move?
It might be time to take outbound seriously.
Why outbound — and why now?
Outbound today is a different beast. It’s not about scripted calls or generic outreach. When done properly, it’s a scalable, insight-led growth channel that drives proactive pipeline. It targets the right personas at the right time with the right message.
Crucially, outbound doesn’t replace inbound. It enhances it. When layered into your demand engine, it turns inconsistent interest into consistent opportunity.
1. Outbound gives you control
Inbound relies on timing. Buyers need to be looking for your solution when they find you. Outbound changes that. It lets you choose who to target and when, based on strategic priorities rather than search traffic.
You’re not waiting for the right leads to come to you. You’re going to them.
2. It builds predictable pipeline
With outbound, you can model volumes, track conversions, and forecast with far greater precision. This makes it much easier to report with confidence, plan with clarity, and justify investment.
It also speeds up pipeline generation. You’re not reliant on how well a blog performs or whether this month’s paid campaign hits.
3. It complements inbound, not competes with it
Some of your best-fit prospects may never engage with inbound. They’re not searching for your solution. They’re not reading your whitepapers. Outbound lets you reach these audiences directly and spark commercial conversations earlier.
In many cases, outbound turns passive prospects into active pipeline.
4. When it’s informed by insight, it works
Modern outbound is powered by data — intent signals, firmographics, technographics, and buyer behaviour. This allows for highly relevant messaging that feels timely rather than intrusive.
When it lands well, it doesn’t feel like a cold outreach. It feels like you’ve read the room.
5. It tightens the sales and marketing loop
Outbound brings marketing and sales closer together. Sales teams benefit from the awareness marketing has already built. Marketing gets real-time feedback on what messages are landing with decision-makers.
This insight makes every part of your demand strategy sharper.
Time to restart your growth curve?
If your inbound activity is no longer moving the needle, outbound can help you break the plateau. It brings structure, accountability, and commercial urgency into your pipeline strategy.
But outbound only works when it’s done properly:
Dedicated, experienced resource
Accurate, segmented data
Sharp, pain-led messaging
Consistent, multi-touch follow-up
Continuous testing and refinement
That’s exactly what we deliver at Air.
If your current approach isn’t cutting it, let’s build one that does. Talk to us today.
Your pipeline shouldn’t depend on who finds you.
At Air, we help businesses reignite growth by designing and executing outbound strategies that work in the real world. We uncover where opportunity is being missed — whether that’s in targeting, messaging, cadence or conversion — and build outbound engines that generate consistent, qualified pipeline.
Our approach surfaces what’s holding you back and unlocks faster, more predictable revenue.
Your sales team might be putting in the hours. The effort might be there. But if your sales process is misaligned, outdated, or poorly defined, that effort could be going to waste—and costing you serious revenue.
Misfires in the sales process rarely make noise. They don’t show up as flashing red alerts. Instead, they creep in: through inconsistent deal progression, disjointed messaging, underused tech, or a growing reliance on top performers just to hit target. Left unchecked, they compound into missed opportunities, inefficiencies, and eventually, stagnation.
So how do you spot the silent killers, and what can you do to fix them?
The Hidden Ways Your Sales Process Is Undermining Performance
Let’s start with the telltale signs we see most often in underperforming or plateaued sales teams.
1. Reps Are Working Hard, But Not Effectively
Without a clear, modern framework to follow, reps default to personal preference. Some chase leads aggressively, others take a consultative approach—neither necessarily wrong, but without structure, it’s inconsistent. Messaging varies. Follow-up slips. Deal cycles stretch out unnecessarily.
2. Deals Stall—And No One Knows Why
A process without well-defined stages, exit criteria or qualification standards leads to unpredictable pipelines. Opportunities linger indefinitely. Forecasting becomes guesswork. Leadership loses visibility, and the business pays the price.
3. Your Tech Stack Isn’t Working For You
You may have invested in CRM, automation, and sales enablement tools, but if they’re not fully embedded into your process, they’ll be underused or misused. Reps avoid clunky systems. Data becomes patchy. And automation? That becomes an opportunity missed, not maximised.
4. Discovery Is Shallow—and It Shows
Great discovery should uncover pain points, motivations, buying dynamics and urgency. But too often, teams still run through surface-level questions and lead with features. This results in generic proposals that fail to resonate, and a much higher likelihood of deals going cold.
5. No One Can Define What ‘Good’ Looks Like
If high performance in your team is anecdotal rather than systematic, you have a scalability problem. Without a shared understanding of best practice—supported by data, benchmarks, and coaching—you’re relying on a handful of stars, rather than building a strong, repeatable machine.
6. Sales and Marketing Aren’t Pulling in the Same Direction
A misaligned sales process can disconnect your GTM engine. If marketing is generating leads that sales doesn’t know how to convert, you’ll see friction, finger-pointing, and funnel leakage. The buyer experiences inconsistency, and conversion suffers.
7. Top Reps Are Getting Frustrated
If your strongest performers are weighed down by admin, inefficient processes, or inflexible tools, they’ll disengage. Worse, they might leave altogether. Talent retention isn’t just about culture, it’s about whether they can do their best work.
8. Coaching Becomes Firefighting
When there’s no clarity or visibility into what’s working (and what’s not), managers are left reacting to missed targets, rather than proactively supporting their teams. Coaching becomes inconsistent. Underperformance becomes harder to diagnose, and even harder to turn around.
How to Know If Your Sales Process Needs an Intervention
You don’t need a full-blown pipeline collapse to know something’s wrong. Look for these early indicators:
Inconsistent win rates across reps or teams
Low adoption of CRM or sales tools
Too many prospects ending in “no decision”
Stalled deals with unclear next steps
Difficulty forecasting or hitting targets
High rep turnover or disengagement
A vague understanding of your ICP or sales playbook
A culture of ‘gut feel’ over data-driven decisions
The Fix: Clarity, Consistency and Commercial Focus
At Air Marketing, we work with B2B sales leaders to remove the guesswork. Our Sales Process Assessment & Audit gives you a clear picture of how your sales process is performing: what’s working, what’s not, and what’s costing you deals.
We analyse:
Process design and deal stages
Sales-to-marketing alignment
Discovery and qualification techniques
CRM structure and adoption
Use (and misuse) of sales tools
Rep productivity and coaching cadence
Then we deliver practical recommendations to help you build a sales operation that works at scale—grounded in data, driven by best practice, and built to convert.
Ready to stop the silent revenue drain?
At Air, we specialise in helping businesses optimise their sales performance through a detailed review of their sales and marketing processes.
Our assessment highlights strengths, uncovers gaps, and identifies opportunities for improvement, enhancing conversion rates, shortening sales cycles, and driving sustainable growth.
It’s a common gripe between sales and marketing teams: “The leads aren’t good enough.” But let’s get one thing straight — most of the time, the problem isn’t the leads. It’s what happens next.
Marketers are measured on MQLs. Sales teams are measured on revenue. The disconnect between the two creates friction, but what’s often overlooked is this: the leads you’re generating *are* qualified — they’re just not being followed up in a way that converts.
Here’s what’s really going wrong:
Slow response times
Responding to leads within the first five minutes makes you *21x more likely* to qualify them — yet only 7% of companies respond within that window. Most B2B teams take hours, if not days.
72% of buyers expect B2B companies to personalise outreach based on their previous interactions. Templated, non-contextual follow-ups simply don’t make the cut.
Only 46% of B2B organisations report having a formal definition of an MQL agreed upon by both teams. When there’s no shared understanding, the follow-up is inconsistent and ineffective.
At Air Marketing, we work with B2B teams who are tired of the blame game. We don’t just generate MQLs — we help our clients build intelligent follow-up frameworks that turn those leads into real pipeline. Whether it’s implementing structured nurture workflows, training BDRs to follow up effectively, or taking on the outreach ourselves, we help bridge the gap between interest and impact.
So before you question the quality of your leads — ask yourself: what happens after the form is filled?
