Aligning Sales & Marketing: Kevin Hayes’ Formula for Growth

Serving Sales First

Kevin believes that at the heart of every successful marketing strategy is one crucial relationship—the partnership with sales. Too often, marketing operates in isolation, focused solely on lead generation without understanding whether those leads are valuable or aligned with sales goals. Kevin challenges that mindset, stressing that marketing’s primary client is the sales team. It’s not enough to deliver a high volume of leads; those leads need to be qualified, relevant, and nurtured in collaboration with sales. By breaking down silos and fostering open communication between both teams, companies can ensure that marketing efforts directly contribute to closing deals and driving revenue. Marketing is only successful when sales teams are excited about the leads they receive—and empowered to turn them into customers.

Why Brand Awareness Still Wins

In an age dominated by data-driven tactics and performance marketing, it’s easy to prioritize short-term wins and last-click attribution. However, Kevin highlights that brand awareness still plays a crucial role in sustainable growth. While it may be harder to measure, brand marketing builds trust, loyalty, and long-term revenue stability. He encourages businesses not to get tunnel vision on digital metrics alone but to recognize the value of consistent, authentic storytelling. By integrating brand-building strategies alongside precision marketing, companies can create a full-funnel approach—one that captures attention, nurtures interest, and converts customers while strengthening the brand’s market presence over time.

ICPs: The North Star

For Kevin, defining your Ideal Customer Profile (ICP) is the non-negotiable starting point for any growth-focused strategy. Without crystal-clear clarity on who your ideal customer is—what they value, their pain points, and what motivates them—marketing efforts risk becoming scattered and ineffective. ICPs allow teams to stay disciplined and focused, ensuring every campaign speaks directly to the right audience. Kevin emphasizes that it’s not about casting the widest net; it’s about tailoring the message and channels to attract the exact type of customer who will benefit most from your product or service—and who will drive the most meaningful revenue growth.

Measuring What Matters

One of the most common pitfalls in marketing is relying too heavily on surface-level metrics—clicks, impressions, or engagement—without understanding how those numbers connect to actual revenue. Kevin advocates for a comprehensive measurement framework that spans the entire funnel, from awareness to conversion. This means setting clear benchmarks not only for vanity metrics but also for engagement quality, lead qualification, sales conversions, and lifetime value. By looking at the complete customer journey and identifying which touchpoints truly drive growth, businesses can make smarter decisions, allocate resources effectively, and prove the real impact of their marketing efforts.

AI is Not a Storyteller (Yet)

AI has become a powerful tool in marketing, capable of generating content quickly and analyzing data at scale. But Kevin warns that without human oversight, AI often misses the mark on what matters most: the customer’s emotional journey. Too many AI-generated campaigns focus inwardly on the brand, listing features and benefits, rather than positioning the customer as the hero of the story. Kevin stresses the importance of prompt engineering, strategic input, and empathy to guide AI tools. When used correctly, AI can support storytelling—but marketers must still lead with creativity, authenticity, and a deep understanding of who they’re speaking to.