More Leads, Same Revenue? Why We Made Sales Enablement a Core Service
Doug Mansfield
September 23, 2025
For over 15 years, Mansfield Marketing has been dedicated to helping businesses grow. We’ve built our reputation on delivering digital marketing services that generate real results, such as increasing sales and brand awareness. However, through decades of B2B sales experience and hundreds of consultations, we identified a recurring gap that was holding our clients back from their ultimate goal: a significant increase in revenue.
We saw a pattern. Our SEO+GEO content marketing campaigns would successfully raise awareness and generate a higher volume of sales leads. Yet, for some clients, this influx of opportunities didn't translate into a proportional increase in closed deals. The marketing was working, but the final results were falling short of their potential.
This realization prompted us to ask a critical question: "What changes or additions are most beneficial to the sales process?" The answer was clear. We needed to formally bridge the gap between marketing and sales. This is why we evolved to become a B2B Sales Enablement Expert.
The Disconnect Between More Leads and More Sales
Effective digital marketing fills the top of the sales funnel. Through a combination of Search Engine Optimization (SEO), Generative Search Optimization (GEO), and targeted content creation, we can attract new prospects and inspire them to take action. But what happens after that initial action?
We recognized that many businesses, despite being experts in their own fields, lacked a sufficient sales enablement process. Their sales teams were not always equipped with the right tools, content, or strategy to effectively nurture and convert the new, high-quality leads marketing was sending their way.
Our FADA® Marketing Framework is designed to guide a prospect through Foundation, Awareness, and Differentiation to inspire Action. While marketing excels at the first three stages, sales enablement is what supercharges the final, most crucial step. It’s the key to increasing the probability that a qualified sales prospect will not only contact you but move through the sales pipeline to become a paying customer.
What is Sales Enablement at Mansfield?
Sales enablement is about empowering your sales team to capture and convert a higher number and quality of sales opportunities. We align your marketing campaign with sales enablement to help your team reach the right prospects and increase sales conversions. 12 This isn't a one-size-fits-all solution. It often includes the creation of tailored, quality sales collateral, such as:
- Informative white papers and case studies
- Online comparison calculators
- Gated content to capture high-intent prospect data
- Professionally designed leave-behind print collateral like brochures and pitch decks
By providing these tools, we help your sales team have more effective conversations, build trust, and ultimately close more deals.
Is Sales Enablement Always Necessary?
Not every company needs help with its sales process. We’ve worked with many clients who have a highly efficient, well-equipped sales force. For them, simply turning up the volume of qualified leads through our digital marketing services is the perfect recipe for growth.
Our approach begins with understanding your unique situation. We start with a discovery call and a meeting to determine if our services align with your goals. We want to make sure you see the real results you expect: more paying clients and a tangible impact on your bottom line.
If your goal is to not only generate leads but to maximize the revenue from every single one, then integrating sales enablement with your marketing is the answer.
Ready to see how a unified marketing and sales strategy can transform your business? Contact Mansfield today for a free evaluation to determine if we are the right fit for you.
