Why alignment matters more than ever in B2B and Professional Services marketing

At WhiteSpace Marketing, we’ve spent years working with businesses that live and breathe relationships. From professional services firms to B2B organisations, growth doesn’t come from a single campaign or a clever ad.

It comes from the way sales and marketing work together.

And yet, that’s where so many businesses stumble.

We’ve seen it time and again: sales are chasing opportunities in one direction, while marketing is telling a story in another. Each side working hard, but not necessarily together.

The truth…

… and do the heavy lifting for your tactical activities.

ROI. It’s an intangible reference point for B2B marketing.

According to Mark Ritson, who is in my humble opinion, one of THE most intelligent marketers on the planet, the split for B2B businesses should start at around a 60/40 split. Dependencies on industry of course.

➖ 60% allocated to long term brand building.
➖ 40% dedicated to tactical activations

Start with that, tailor it to your specific category, stay the course, and build long lasting competitive edge and long-term…

Nitmiluk Tours New Trip Planner.

Much to my husband / business partner’s chagrin, I’m one of those people who turns up at the airport, excitedly asking, where are we going, what are we doing, and not really worrying about the minutiae .

He’s more of the ‘let’s plan every detail’ type.

But regardless of the personality / holiday type, we both like to pore over a trip planner, brochure style piece about wherever we are going.

(I just don’t want to organise any of it… 😂 )

For tourism…

It matters. Here’s why.

You’re kicking goals.
Building. Hiring. Scaling.
Delivering. Day in, day out.

Running your business like the pro you are.

You don’t stop to think about it. You just do it.
But here’s the thing—we do stop and think about it. And when we look in from the outside, we see what you can’t always see when you’re in the thick of it.

You’re already sitting on gold.