B2B Services Challenges
Long cycles, multiple stakeholders, and relationship-driven sales make it hard to build a scalable, measurable marketing function.
Enterprise B2B deals rarely close in weeks. Marketing needs to nurture relationships across multi-stakeholder buying committees while maintaining momentum — without visibility into what is actually working.
When a deal closes after six months of relationship-building, attributing it to a specific campaign or content piece is guesswork. Leadership wants numbers, but the data does not connect.
Marketing measures impressions and leads. Sales measures pipeline and ARR. Without a shared operating system, the two teams optimize for different things and blame each other for gaps.
Strategy lives in decks, KPIs live in spreadsheets, campaigns are tracked in different tools. Getting a single picture of what marketing is doing — and whether it is working — takes days of manual effort.
How 38os Helps
From ICP research to pipeline-connected KPIs, 38os gives B2B services teams the structure to market with precision and prove their impact.
Build and maintain detailed ICP profiles for your highest-value account types. Map buyer personas across the committee, understand their objections, and ensure every campaign speaks directly to the right stakeholder.
Track the metrics that actually matter to a B2B services business — qualified meetings booked, proposals sent, pipeline influenced, and revenue attributed to marketing. See at a glance what is driving real business outcomes.
Use the Strategy Builder to document your positioning, messaging hierarchy, and go-to-market approach in one place. Share it with sales so both teams operate from the same playbook.
Turn strategy into weekly accountability. The Action Scorecard tracks what your marketing team committed to, scores execution quality, and surfaces gaps before they become missed targets.
Key Modules
These 38os modules are purpose-built for the account-based, relationship-driven nature of B2B services marketing.
Customer Story
“We finally have a single place where strategy, KPIs, and weekly actions live together. Our CEO stopped asking "what is marketing doing?" because the answer is now visible. Pipeline influenced by marketing is up 60% since we started using 38os.”
Shirin Moradi
VP Marketing, Meridian Advisory Group
B2B Data
6–9 mo
Avg B2B enterprise deal cycle
6.8
Avg stakeholders in B2B buying decision
27%
Of B2B deals lost to "no decision"
3x
Higher close rate with aligned sales + marketing