When B2B companies face high technical complexity, long sales cycles, and total sales team turnover, they usually brace for chaos. The ripple effects hit fast: marketing loses direction, sales flounders without content support, and leadership gets stuck putting out fires instead of planning ahead. It’s a recipe for stalled growth.
But Strouse, a B2B manufacturing company that converts adhesive materials for industries ranging from automotive to electronics, didn’t just survive the storm. They found a better rhythm and generated $200,000 from a single article.
Their secret? A simple but powerful shift in how they operated.
This episode of Endless Customers breaks down how they did it. With insights from Lee House (Content Marketing Manager), Zach Tracey (Territory Manager), and IMPACT Coach Lindsey Auten, we reveal the bi-weekly meeting that changed everything.
They didn’t overhaul their entire tech stack. They didn’t hire a dozen new people. They started with one meeting that aligned sales and marketing around real conversations, real content, and real buyer needs.
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 flatline.
If you’re struggling with sales and marketing misalignment or slow ramp-up time for new reps, this is your roadmap.
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:
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.
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 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.
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.
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:
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.
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.
One that doesn’t require new headcount or big-budget software. It starts with a simple meeting that builds alignment and fuels growth.
Ready to fix sales and marketing misalignment? Strouse did it with structure and commitment. They proved that with the right system, even technical B2B companies can create content that closes deals.
Download the Endless Customers 90-Day Starter Guide and see how a few small changes can lead to big wins.
Check out Strouse
Connect with Lee House on LinkedIn
Connect with Zach Tracey on LinkedIn
Revenue team meetings are weekly or bi-weekly sessions where marketing, sales, and leadership come together to review performance, discuss buyer insights, and plan strategic content initiatives. These meetings provide a dedicated space for collaboration, which helps eliminate guesswork and ensures every team is aligned on shared goals. At Strouse, these meetings became the engine that powered consistent progress and allowed the entire team to move faster and with more confidence.
The sales team flagged a recurring buyer question during a revenue team meeting. Marketing created a detailed article that addressed the topic in depth. This article was used in sales conversations, specifically sent to a prospect who then engaged, found answers, and closed a deal worth $200,000. This success story highlights what can happen when content is tied directly to real sales needs and used strategically throughout the sales process.
Assignment Selling involves sending prospects a relevant piece of educational content before a sales call. This helps buyers come to the conversation informed, allowing reps to skip basic explanations and focus on deeper, more strategic discussions. At Strouse, this tactic helped shorten sales cycles and improve call quality. It also built trust with prospects by positioning the company as a helpful, transparent guide from the very beginning.
When the sales team turned over completely, Strouse didn’t hit pause. Thanks to their existing content library and established meeting rhythms, new reps had everything they needed to get up to speed quickly. They could access high-impact articles, learn from recorded sales insights, and start contributing without waiting on a reset. This onboarding success was possible because of the systems already in place, not individual heroics.
The beauty of revenue team meetings is that they save time in the long run. Instead of scattered updates and constant rework, one structured meeting each week or every other week can prevent misalignment, identify problems early, and spark better content ideas. Even starting with 30 minutes can make a big impact. The key is consistency and using the meeting as a strategic touchpoint, not just another calendar filler.