How to Create Content That Aligns With Your Sales Goals

If you’re in marketing, you’ve probably heard this a thousand times: “We need content that converts!” But how do you actually create content that ties directly to your sales goals? It’s one of the biggest challenges marketing teams face. Why?

Because a lot of times, there’s a disconnect between marketing and sales.

Let’s be real — if marketing and sales aren’t talking, it’s like trying to drive a car with a blindfold on. You might get somewhere, but you’re not going to be hitting any goals (pun intended).

So, how do we fix that?

Got coffee? Let’s dive in.

1) Align Your Marketing Plan with Sales Goals

Think of marketing as the strategy headquarters, and sales as the frontline soldiers. One plans, and the other executes. If they aren’t talking to each other, it’s almost impossible to win the battle (in this case, closing deals).

So, how do you align the two?

Start with the numbers. Sit down with the sales team and ask, “What are your targets this quarter?” And don’t stop there. Dig deeper to understand the challenges they face so you can create content that helps close those gaps.

2) Tracking the Buyer’s Journey (The Stuff Textbooks Don’t Tell You)

Let’s be honest, real-life sales cycles are messy. If you’re selling high-ticket items or working in B2B, that journey can last months, even years. How do you keep buyers engaged that long? Segmentation is key.

You need to break down your audience into groups based on their stage in the funnel. For example, a prospect at the top of the funnel needs educational content (think blogs, eBooks), while someone near the bottom of the funnel might need testimonials or case studies to seal the deal.

3) Map Your Content to the Funnel

Now that you’ve segmented your audience, it’s time to map content to their needs. Here’s a little cheat sheet:

• Top of Funnel (TOFU): Educational content that solves general pain points (blog posts, how-to guides).
• Middle of Funnel (MOFU): Content that showcases your solution, like webinars or white papers.
• Bottom of Funnel (BOFU): Direct conversion content — pricing pages, product demos, or customer testimonials.

4) Set Up Feedback Loops

Your sales team is the boots-on-the-ground. They talk to leads every day, so they know what resonates and what falls flat. Make it easy for them to send feedback on what’s working (or not). This helps you create more content that actually moves the needle.

5) Track and Optimize

If you’re not tracking performance, you’re missing out. The beauty of digital marketing is that we can see what works — and what doesn’t — in real-time. Find the content that’s driving the most conversions and double down on it. Not every blog or landing page is going to be a home run, but once you know what works, milk it.

Wrapping it up:

It’s all about communication, alignment, and tracking. If your marketing team is aligned with your sales team, you’re setting yourself up for success. And when the right content is in front of the right person at the right time? That’s when magic happens.

If you’re ready to align your marketing strategy with your sales goals and create content that drives real results, we’d love to help. Give us a call and let’s discuss how we can support your growth.