The Sales and Marketing Relationship: Why Most Teams Get It Wrong and How to Fix It with Freya Ward

Ever felt like sales and marketing are speaking two different languages, even when they're ultimately chasing the same goal– to help the business grow and succeed?

Getting the two departments to work together is one of the more persistent challenges in B2B, and it shows up everywhere from content strategy to the CRM.

In this episode, Amy Woods sits down with Freya Ward, Associate Managing Director at Headley Media, to unpack what causes friction between sales and marketing teams, and what a stronger working relationship looks like in practice.

From reframing what "lead leakage" really means to a surprisingly simple way to use AI before a high-stakes meeting, Freya brings the perspective of someone who sits at the intersection of both departments every day.

Find out:

• Whether there's any truth to the old saying that marketing's job is to break sales, and sales' job is to break ops
• The content that genuinely helps sales, and the content that tends to gather dust
• What lead leakage looks like in practice, and why "not right now" isn't the same as "no"
• The 95/5 rule, and why it changes how you should think about content
• What marketing can learn from AI-powered sales calls, and where you still need human judgment
• A really practical way to use ChatGPT or Claude before walking into a meeting with sales
• And Freya's advice for building a stronger relationship between sales and marketing

Important links & mentions:

• Freya Ward on LinkedIn: https://www.linkedin.com/in/freya-ward-8a715725/
• Headley Media: https://www.headleymedia.com/team/freya-ward/
• Freya’s podcast: B2B Marketers: Off the Record
• B2B Content Operations Benchmark (free)
• Amy on LinkedIn
• Content 10x website
• Amy’s book: Content 10x: More Content, Less Time, Maximum Results

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter