About This Episode
What do you do when your sales team turns over completely, your product is highly technical, and your buying process involves multiple decision-makers across a long sales cycle?
How do you rebuild momentum when marketing and sales feel completely disconnected?
Most companies stall out. Some even freeze entirely.
But not Strouse, a B2B manufacturing company that converts adhesive materials for industries ranging from automotive to electronics.
They didn’t just survive a complete sales team rebuild. They used it as a launchpad to build stronger alignment, shorten their sales cycle, and start winning with content that actually drives revenue. In this episode of Endless Customers, I sat down with Lee House, Content Marketing Manager at Strouse, Zach Tracey, Territory Manager at Strouse, and Lindsey Auten, IMPACT Coach, to unpack how a single bi-weekly meeting changed everything.
We’re talking about revenue team meetings. They sound simple. But for Strouse, they became the cornerstone of a system that aligned sales and marketing, empowered new reps, and produced real pipeline from content.
Too often, these meetings are the missing link. Marketing and sales both do their jobs, but if they’re not talking regularly and strategically, results flat line.
If your sales team feels disconnected from marketing or if turnover has ever thrown your momentum off course, this episode will show you how to rebuild with clarity and confidence.
Let’s get into it.
What are revenue team meetings, and why do they work?
At a glance, revenue team meetings might sound like your typical cross-department sync. But in practice, they go much deeper.
Lee described them as "a weekly or bi-weekly meeting that brings together marketing, sales, and leadership to get aligned on the content we’re producing, the conversations sales is having, and what we need to do next."
Each meeting follows a consistent structure:
- Reviewing content performance
- Discussing the latest sales conversations
- Surfacing common buyer questions
- Planning what needs to happen next
That rhythm creates stability and, over time, trust. Everyone knows what to expect, and more importantly, how to contribute.
For Strouse, it created a shared space where marketing could directly hear what sales needed. Sales could give input on content. And leadership could see progress and identify roadblocks before they became problems.
Zach put it: “It changed how we talk to each other. Before, there was a lot of guesswork. Now we’re on the same page.”
This shift impacts execution. Goals become clearer. Ownership is shared. And collaboration gets easier because everyone understands the role they play in driving revenue.
How Strouse maintained marketing momentum during full sales team turnover
Strouse didn’t just deal with some changes in sales personnel; they experienced a full turnover of their sales team.
Team turnover isn’t unusual, but a complete rebuild of your sales team? That’s the kind of disruption that can completely derail momentum and create major confusion around priorities.
But not at Strouse.
Here’s what made the difference: they weren’t building their process on individual people. They were building it on a system.
Because the revenue team meetings were already in place, the marketing team stayed on track. Content production didn’t pause. Campaigns didn’t get shelved. And when new reps came in, they had a fast track to learn what mattered.
As IMPACT Coach Lindsey Auten said, “You don’t have to start over when someone leaves. The system keeps the machine running.”
And that’s exactly what happened. New reps could step into a structure that helped them understand what content existed, what buyers cared about, and how marketing could support them in conversations.
That meant less time getting up to speed and more time having productive calls.
It also meant that the learning curve didn’t hold back the rest of the team. Marketing wasn’t waiting for direction. They were already aligned and moving forward.
Assignment Selling at Strouse: How reps used content to close faster
Assignment Selling is a simple idea with a big impact. At its core, it’s about sending prospects the right piece of content before a sales conversation, so they show up informed, focused, and more ready to buy.
Zach shared that he uses it before every meeting. “I send content before every call now,” he said. “It sets the tone and gets people thinking more clearly. They come into the meeting already understanding key points.”
That means sales calls skip the surface-level education and get to meaningful next steps. Sales cycles get shorter. And reps spend less time answering the same questions over and over again.
But Assignment Selling only works when the right content exists, and that’s where the meetings come in.
Because sales and marketing were regularly collaborating, the content being created actually matched what buyers were asking. Articles on pricing, comparisons, problems, and processes were not only useful on the website; they became tools for reps in the sales process.
This alignment made it easy for Assignment Selling to become part of Strouse’s culture. Reps didn’t have to dig through a cluttered blog or guess which article fit. They already knew what to send because it had been discussed and planned as a team.
The results: From team turnover to $200k in revenue from one article
We all love a good success story, but metrics seal the deal.
Lee shared that both traffic and leads were trending upward. In a space as niche and technical as Strouse’s, that’s a big win. But the biggest moment came when one article led directly to $200,000 in revenue.
That’s not a vanity number. That’s an actual client who read a piece of content, reached out, and signed a deal.
How? It was a topic that sales had flagged during one of their meetings. The marketing team turned it into a clear, helpful article that answered key questions and addressed real concerns. Sales used it as part of their outreach and conversations. And it worked.
Lindsey put it perfectly: “When your content is strategic and aligned with what sales needs, results follow. Every time.”
The combination of regular meetings, strategic content planning, and consistent usage in the sales process created a flywheel of growth, a steady, measurable improvement that compounds over time.
What you can learn from Strouse's meeting rhythm
Alignment isn’t something that just happens once during a quarterly planning session. It’s a practice. A weekly habit. And when done well, it builds a culture of clarity and momentum.
Strouse didn’t need more tools or different people. They needed structure. And they built it with one consistent, strategic meeting.
If you’re in a similar spot, struggling with communication between sales and marketing, trying to bounce back from turnover, or just not seeing traction, here’s what we’d recommend:
- Start holding weekly revenue team meetings. Don’t overthink the format, just start.
- Make sure marketing, sales, and leadership are in the room.
- Talk about what buyers are saying, what content is working, and what gaps still exist.
- Share insights, not just updates. Use the meeting to surface friction points.
- Use your content in the sales process. Assignment Selling works when it’s consistent.
- Track progress over time. What gets measured gets better.
These steps won’t just improve communication. They’ll change how your team thinks, plans, and performs.
Strouse’s journey shows that even complex B2B companies with long sales cycles can generate consistent, measurable growth. You just need the right rhythm.
Want to fix sales and marketing misalignment? Start here.
Most companies don’t struggle because their teams aren’t working hard. They struggle because sales and marketing are working in silos, following different plans, chasing different goals.
That’s where Strouse started: scattered efforts, inconsistent results, and no clear system to bring it all together. But once they committed to the Endless Customers System™, aligned their teams through revenue team meetings, and focused on building trust over time, everything began to shift.
If your sales and marketing efforts feel disconnected or even in competition, it’s time for a new approach.
What if your teams planned together, met regularly, and held each other accountable to the same goals?
That one change created momentum for Strouse. And it didn’t require a new budget or a bigger team. Just a commitment to show up, align, and improve together.
They proved it’s possible. And if they can do it, so can you.
Connect with Lee House and Zach Tracey
Check out Strouse
Connect with Lee House on LinkedIn
Connect with Zach Tracey on LinkedIn
Keep Learning
- Watch: Why Winning New Customers Is Harder Than Ever (And How to Fix It)
- Read: How to Create Sales Enablement Content That Drives Revenue
- Free Assessment: How Does Your Sales and Marketing Measure Up?
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
No comments:
Post a Comment