What Marketers Can Learn from a Sales Strategy Rooted in Meaning
As a B2B marketer, I read lots of books about sales. It’s not that I want to “think like a closer” or step on anybody’s toes. Instead, I want to know as much as I can about the sales process so that marketing and sales can work together harmoniously. After all, in the B2B world, sales and marketing should be two halves of the same revenue-generating engine. The last one of these books that really captivated me was Selling with Noble Purpose, by Lisa Earle McLeod.
In Noble Purpose, McLeod argues that the best salespeople aren’t driven solely by quotas. They’re driven by a desire to make a meaningful difference in their customers’ lives.
The book’s thesis is clear and compelling:
When people believe their work matters, they work better.
For marketers, that idea should feel familiar. Our best campaigns—the ones that resonate and drive conversion for the long haul—aren’t built around product specs. They’re built around understanding the customer’s pain and a sincere belief that our solution can alleviate the pain.
But here’s where it gets complicated.
Noble Purpose Isn’t Always Obvious
Let’s get real: There’s no line on the balance sheet for “noble purpose.” And some brands haven’t been noble in a long time.
A legacy brand, for example, may have started with a clear sense of mission, but somewhere between me-too products, lackluster launches, and dismal sales numbers, it slipped away.
That’s where strong marketers make all the difference.
What Marketers Can Do
Whether you’re launching a campaign or revisiting brand positioning, the lessons from Selling with Noble Purpose still apply:
- Always start with empathy. Before you talk about features, talk about how a real person’s life is better because of what you offer.
- Frame messaging around impact, not product. What changes for your customer after they work with you or use what you’ve built?
- Reconnect with the origin story. If the brand’s noble purpose got buried, dig it up. Find the spark. Adjust your strategy so that you reignite it in your tone and visual every second of the day.
- Push leadership to articulate “why.” This is essential because when sales and marketing are aligned around the purpose, you generate more than revenue. You generate long-term trust and loyalty that blocks competitors for years to come.
Seems to me that it’s worth it because, as McLeod reminds us:
“People want to make money. But they want to matter more.”
Grab your copy of Selling with Noble Purpose here.
