B2B sales is personal—and complex. Today, marketing and sales must work closer than ever to support long buyer journeys, tailor communication, and respond to market signals in real time.
At the Future-Proof Your Business event, Joona Kallinen from Raute shared how their team transformed siloed operations into a fully aligned, data-driven, multichannel engine that supports growth globally.
In this blog, we’ll dive into the key takeaways from Joona’s session, including:
- Sales & marketing working as one
- Using data in decision-making
- Creating content that supports the entire buyer journey
- Balancing global messaging with local execution
- Seeing technology as an enabler—and culture as the real driver of change
Whether you're scaling internationally or simply looking to break internal silos, Raute’s story offers practical insights into what it takes to turn strategy into action.
If you’d like to dive deeper, you can watch the full session recording here.
Sales & marketing as one unit
At Raute, sales and marketing are fully aligned, sharing common goals, reporting structures, and responsibilities throughout the buyer journey.- Marketing is involved in every stage, nurturing leads before handing them to sales.
- Lead generation is structured. Scoring, qualification, and handover are clearly defined.
- The focus is long-term—trust-building, not just short-term conversions.
When sales and marketing work as one, they create a stronger impact.
Data-led marketing – smarter targeting & engagement
Data is at the core of Raute’s strategy, enabling precise audience targeting and lead nurturing.
- Market intelligence – identifies customer challenges & trends
- Customer segmentation – personalises content based on behaviour
- Lead nurturing – balances automation with human interaction
Data insights ensure marketing efforts drive real business results.
Content strategy – supporting the buying journey
B2B decisions take time, requiring consistent, valuable content across touchpoints.Most effective content types:
- Customer success stories & business cases
- Expert-led technical content & thought leadership
- Sales enablement materials
Content should not just educate—it should build trust.
Global vs. local marketing – striking the right balance
Raute tailors its marketing for different markets while keeping global consistency.- Global: core brand messaging & broad communications
- Local: adapted strategies for regional needs
This ensures relevance while maintaining brand identity.
The role of technology – culture is the real driver
Technology supports sales and marketing, but true transformation happens when the organisation embraces it.- The challenge isn’t tools—it’s leadership buy-in.
- A solid tech stack is essential, but long-term adoption matters more.
- Consistency beats constantly changing platforms.
Success comes from shared commitment, not just new technology.
If you wish to dive deeper into most common CRM challenges and how to overcome then, jump into our blog diving into topic: If CRM is so impactful, why aren’t all businesses reaping the benefits?
Key takeaways and how to build a scalable marketing engine
Sales and marketing must operate as one unit, working towards the same goals, using shared data, and reporting under the same structure. At Raute, this alignment ensures that both teams contribute seamlessly throughout the buyer journey, from lead generation to conversion.
Data is at the core of Raute’s strategy, enabling precise audience targeting and lead nurturing. By leveraging market intelligence, customer segmentation, and behavioural insights, Raute ensures that marketing efforts directly drive business growth.
Since B2B decisions take time, companies must provide consistent, valuable content across multiple touchpoints. Raute uses customer success stories, expert-led insights, and targeted sales materials to build trust and guide buyers through the decision-making process.
If you wish to explore how brand-building plays a critical role in long-term B2B success, dive deeper into the topic on our blog " how brand-building shapes the future of b2b marketing".
Operating in global markets, Raute balances global brand consistency with local market adaptations, ensuring relevance across different regions.
While technology enhances sales and marketing, true transformation happens when the entire organisation embraces new ways of working—aligning culture, leadership, and execution.
How to Build a Scalable Marketing Engine
- Sales & marketing must work as one – alignment is key for efficiency and impact.
- Use data to drive decision-making – market intelligence, segmentation, and behavioural insights improve engagement.
- Content should support the entire buyer journey – trust-building takes time, and valuable content is essential.
- Balance global messaging with local execution – a flexible approach ensures consistency and market relevance.
- Technology is an enabler, but culture drives transformation – adoption and long-term commitment matter more than tools.
Continue the conversation
Interested in taking the next steps in sales and marketing transformation? Whether you want to explore AI-driven strategies, data-led marketing, brand-building, or self-service solutions, we’re here to help.
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