CX sales is getting more complicated - Let's simplify it
Many sales professionals in CX struggle with issues such as intangible benefits with long term realisation of results (happier customers, stronger loyalty, better brand reputation), atribution that lacks specificity and buyers with high demand for hard numbers to prove results.
As an agency specialising in CX software, we've helped countless companies create innovative growth strategies, communicate the value of CX products both short and long term - eventually enabling them to reach their goals, increase their pipelines and expand their horizons.
Have a look below at our whitepapers or schedule a call to learn more about the benefits for your growth teams.
CX Challenges Vary
Dramatically by Industry
A telco’s CX problem (such as high call volume and billing friction) looks very different from an e-commerce brand’s (returns experience, delivery updates and tracking). Messaging that works for retail doesn’t resonate with healthcare or financial services and the result is generic outreach without traction.
No Existing Social Proof in the New Market: Prospects in a new vertical ask: “Have you done this for someone like us?” If the answer is no, deals stall or die — even if the product technically fits. Catch-22: You need logos to get logos, but you don’t have any in that particular space or vertical yet.
Different Stakeholders, Jargon & Buying Cycles: A Head of CX in retail might sit in marketing, while in banking it’s part of operations or compliance. Each group has different KPIs and buying power. If your GTM team doesn’t speak their language, you’re out.
Product May Need Minor Tweaks or Repositioning: Even if the core tech works everywhere, small things (like integrations, workflows, or data handling) may need tweaking. Without a strategy for surfacing and adapting to those needs, the launch flops.
Lack of Focus or Dedicated Resources: Most SaaS teams are already stretched — they can’t spin up a full-scale verticalised GTM without support. Expansion becomes a vague intention that never gets fully executed.
This is where a sales & marketing agency with domain expertise becomes a game-changer:
✅ 1. Market Research & Messaging Fit
We identify who the buyers are in the vertical, what their day-to-day looks like, and what CX pain looks like for them.
Then we craft tailored value propositions that speak directly to those industry-specific frustrations and metrics.
✅ 2. Verticalised Outbound Campaigns
We run segmented outbound using industry-specific scripts, assets, and CTAs — not generic blasts.
Our copy doesn't just say "improve CX" — it says “Reduce average handling time by 25% in your contact center” if we're targeting telecom, for example.
✅ 3. Create or Adapt Use Case Content
No case study for the new vertical? No problem.
We help repackage existing wins into “soft” vertical case studies, use-case explainers, or pilot offers to overcome trust gaps.
✅ 4. Land-and-Expand Playbooks
We build pilot-focused campaigns with lower-friction CTAs to get your first beachhead logo in a new vertical.
Then we support the expansion motion with playbooks to drive multi-team or multi-location rollout.
✅ 5. Feedback Loops to Product & CS
As we generate conversations, we document key objections and feature requests — giving your product and success teams data to adjust positioning, pricing, or onboarding for the new vertical.
For our full take on CX challenges, have a read through our whitepapers or talk to our team.
Sales and Marketing Don't Align (You're Not Alone)
Sales–marketing misalignment manifests in several tangible challenges that hurt business performance and team morale. Key issues include:
Wasted Leads and Missed Opportunities: When marketing and sales aren’t on the same page about what a qualified lead looks like, a lot of effort goes to waste. Marketing might generate a high volume of leads that sales reps quickly disqualify or ignore as low-quality, meaning precious marketing spend and effort yield little revenue. In fact, surveys show sales reps disqualify or disregard up to half of the marketing-qualified leads (MQLs) they receive . Reps end up spending about 50% of their time chasing unproductive deals – while potentially missing 80% of the most qualified leads because the lead criteria and handoff processes are unclear. This is not an optimal use of anyone’s time or budget.
Miscommunication and Siloed Teams: A lack of regular communication between marketing and sales leads to misunderstandings and finger-pointing. Nearly half (49%) of professionals cite poor communication as the biggest barrier to alignment. Each team may operate in a vacuum – marketing runs campaigns without informing sales, and sales engages prospects without leveraging marketing insights. Important details (like a prospect’s prior interactions with content) might not get shared, resulting in disjointed follow-ups. One common symptom is each side feeling the other “doesn’t get it.” Sales might complain that marketing’s campaigns don’t generate useful leads, while marketing complains that sales isn’t following up properly or at the right speed. These silos can cause leads to “fall through the cracks”, with neither team taking full accountability for moving them along.
Conflicting Goals and KPIs: Sales and marketing often have misaligned objectives. Marketing may be measured on the number of MQLs or brand metrics, while sales is laser-focused on hitting quota and closing revenue. This disconnect in KPIs creates conflicting priorities. Marketing might celebrate hitting a lead volume target even if those leads aren’t truly sales-ready, while sales grows frustrated at spending time on contacts that won’t convert. Conversely, sales might push for quick wins that satisfy short-term quota, while marketing is working on longer-term brand building. When each team is chasing different “wins,” it’s difficult to present a coherent strategy. Approximately 40% of companies say being “measured by different metrics” is a major challenge in aligning sales and marketing effort. These misaligned incentives encourage behaviors that are at odds, rather than collaborative.
Improving sales and marketing alignment internally can be challenging – it often requires cultural change, process redesign, and persistent coordination. This is where partnering with a full-service agency that provides both demand generation and sales services can be a game-changer. An agency essentially acts as a bridge, helping unify strategy and execution across the two functions.
For our full take on misalignment and the benfits of agency alignment, have a read through our whitepapers.