Ep. 104 - Why Sales Thinks Marketing is Useless - and How to Fix It - Will Williamson
In this episode, Justin speaks with Will Williamson, Director and Founding Member of JDR Group, a top-tier UK-based digital marketing agency and elite HubSpot partner. Drawing on over two decades of experience transforming sales and marketing strategies, Will unpacks the persistent disconnect between sales and marketing, and how his proprietary six-step system helps align both functions to drive measurable growth. From myths around sales-readiness to the future of video content and AI’s role in marketing, this is a masterclass in B2B strategy for SMEs.
Guest Bio
Will Williamson is the Director and Founding Member of JDR Group, a digital marketing agency based in Derby, UK. JDR Group is a leading HubSpot partner and has helped over 250 businesses optimize their digital sales and marketing over the past 20 years. Originally starting out in business coaching, Will pivoted the company toward digital marketing, developing a proprietary six-step system that is currently used long-term by over 60 businesses. His deep understanding of B2B challenges, especially within SMEs, makes him a trusted voice in marketing transformation.
Takeaways
- Sales vs. Marketing: Many companies mistakenly expect marketing to deliver ready-to-buy leads; real growth requires synchronized sales and marketing efforts.
- Strategic Planning: Too many SMEs operate without clear long-term plans - planning and execution are both essential.
- The Six-Step Marketing System: Strategy, content, digital distribution, website, lead conversion, and CRM/sales integration.
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KPIs that Matter: Focus on touchpoints like visitors, leads, MQLs, SQLs, opportunities, and closed deals.
Video is King: It’s the most effective content format right now but also the hardest for companies to commit to. - AI and the Future: AI isn’t replacing genuine marketing yet but offers exciting potential for automation and insight.
Chapters
00:00 Intro to Will & JDR Group
02:00 The Sales vs. Marketing Disconnect
04:30 Origins in Business Coaching
06:00 The Myth of Sales-Ready Leads
08:15 Building a Sales-Marketing Machine
10:00 Weekly Syncs & HubSpot Integration
12:30 Why Most SMEs Don’t Plan Ahead
15:00 The Six-Step Marketing System Explained
18:00 Favourite Client Success Stories
19:15 The Power & Challenge of Video Content
22:30 AI’s Current Limitations & Future Promise
27:00 Final Thoughts & Where to Find Will
Follow Will on LinkedIn here
Follow Justin on LinkedIn here
