How do you tell a sales problem from a marketing problem?

Carlos starts with mindset. If either team walks in assuming the other one's useless, he says it's like telling your spouse they're good for nothing. Give each other the benefit of the doubt first. Then agree on what counts as a qualified opportunity, with the requirements written down so both sides trust the number. When a deal doesn't close, find out why. Budget or authority problems point to who's seeing your ads. Need and timing problems point to intent.

What numbers should sales and marketing track together?

Carlos would pick 3: clients closed, qualified opportunities, and a dollar figure like annual contract value or lifetime value. That last one matters when deal sizes swing. He works with tech services firms that can close a $15K implementation or a $300K-a-year retainer. Open rates and MQL-to-SQL rates are fine for marketing's own reports. But the little time the head of sales and head of marketing get together should go to opportunities, and why the qualified ones did or didn't close.

Why shouldn't MQLs be the goal?

Anyone can hand over an email for a free download, Carlos says, and that doesn't make them someone your sales team wants to call. He'd drop the MQL as a shared metric and start at an SQL, or better, an opportunity. Cost per lead gets the same treatment on this episode. Drewbie's example: paying $100 a lead and closing 5 out of 10, then cutting to $50 a lead and closing 2. The math don't math.

Where should a B2B company start with lead generation?

With a real ICP, Carlos says. He means an actual list of company names, somewhere around 500 to 1,000 accounts you want, and then tracking whether they're seeing you, talking to you and interested. He'd start on LinkedIn and Google Ads. LinkedIn costs a lot per impression, but done right it should win on cost per qualified opportunity. Then add a lead score for ICP fit and intent, so reps spend their limited hours on the hottest names.

marketing · podcast · sales teams ·Sep 22, 2026

Sales & Marketing Alignment for B2B Growth | Carlos Corredor

by Drewbie Wilson

In Episode 209 of Call The Damn Leads, Drewbie sits down with Carlos Corredor, founder of Condor Agency, to break down one of the biggest problems in modern business growth: the disconnect between sales and marketing.

Carlos shares his journey from baseball journalist in Venezuela to entrepreneur and marketing strategist, revealing how a failed business deal forced him into the world of sales and shaped the way he approaches marketing today.

This episode dives deep into how B2B companies can create stronger collaboration between sales and marketing teams, improve lead quality, track the right KPIs, and build scalable growth systems that actually generate revenue.

If you're a sales professional frustrated with "bad leads," a marketer struggling to prove ROI, or a business owner trying to create alignment across your organization, this episode is packed with practical insights you can apply immediately.

What You'll Learn In This Episode

Why sales and marketing must function like a partnership
The biggest communication mistakes between sales and marketing teams
How to determine whether you have a sales problem or a marketing problem
Which KPIs actually matter in B2B growth
Why lead quality matters more than cheap leads
How to build a strong ICP (Ideal Customer Profile)
The importance of tracking opportunities instead of vanity metrics
How AI and automation are changing outbound prospecting
Why trust and relationships still dominate B2B sales
Strategies for improving lead nurturing and sales efficiency

Key Takeaways

Sales & Marketing Must Work Together

Carlos explains that many businesses fail because sales and marketing operate in silos. When teams stop communicating, lead quality drops, conversions suffer, and both departments blame each other instead of solving the real issue.

The best organizations create alignment around shared metrics, shared goals, and constant communication.