This is an article about marketing, I promise.
I’m going to talk to you about how to get out of the “sales activation” trap. But first, I’m going to take you back to 1979.
I’ve got to show the world all that I wanna be
Diana Ross
Writing “I’m Coming Out” for Diana Ross had myriad meanings for Nile Rodgers, including the obvious one (he came up with the idea after seeing three drag queens dressed as Diana), but he also envisaged it becoming her eternal opener at her live shows.
“I said, ‘Diana, this song is gonna be your coming-out song. We think of you as our black queen. I explained to her that it’s just like when the president comes out, and they play ‘Hail to the Chief.'”
Nile was right. Since “I’m Coming Out” hit, Diana has opened every live show with it.
Without Nile (and co-writer Bernard Edwards), the song wouldn’t exist.
Without Diana, the song wouldn’t be famous.
Extended metaphor incoming
Never let it be said that we miss an opportunity to shoehorn in music lore, no matter how long a bow we have to draw.
Here is where I stretch a ludicrous amount to get to a metaphor about marketing:
Without sales activation, you don’t have predictable revenue.
Without brand building, you can’t achieve consistent margins and a strong reputation.
What we’re actually talking about
Used together, activation and brand are like fishing in a well-stocked pond.[/caption]
Sales activation is the work that converts people who are ready to buy right now: LinkedIn ads targeting job titles, Google search ads when someone types your category, cold outreach to prospects, free trials, and demos. It’s direct, measurable, and it generates revenue this quarter.
Brand building is the work that makes people remember you exist when they’re ready to buy later: publishing insights on LinkedIn, writing about what you’re learning, showing up consistently in your space, and ungated content that demonstrates expertise. It’s slower, harder to measure, and it pays off in 12-18 months, not 12 weeks.
Think of it this way: activation is fishing. Brand building is stocking the pond.
Timing is everything
Brand building and sales activation are a progression. In an ideal world, you’d start with brand building. But for many businesses, getting points on the board matters.
In that case, it’s a good option to start with activation to prove the engine works. Then you build the brand that makes activation cheaper and customers more loyal.
But…….. most B2B companies never make that shift.
Want the world to know?
The problem isn’t starting with activation. It’s waiting too long to layer in brand building.
Here’s why timing matters: brand building compounds slowly. If you wait until activation stops working to start building your brand, you’re 6-12 months behind when you actually need it. By the time your cost per customer has doubled and your sales cycle has stretched to 120 days, it’s too late to start publishing thought leadership and expect it to fix the problem next quarter.
After analysing 996 campaigns across 700 brands, Les Binet and Peter Field found the optimal split for B2B is 60% brand building, 40% sales activation. The path most sensible business marketers take is deliberate progression rather than hoping for instant sugar hits.
When to layer in brand building: 6-8 months
Getting noticed is the result of patient, consistent brand-building.[/caption]
Ideally, you’d run both from day one. Budget and focus usually make that impossible.
A practical path: if you start with activation, then layer in brand building at 6-8 months. Brand building needs time to compound, so you start it while activation is still working. You’re planting seeds now that you’ll harvest in 12-18 months.
What that looks like: you’re still running ads and outbound, and you’re also publishing weekly insights, building thought leadership, and showing up consistently. The brand work doesn’t pay off immediately. When it does, though, it makes everything else cheaper and faster.
3 Tactical Takeaways
- If you’re 0-6 months in: activation first is fine. Get wins, learn what converts, prove the model. But set a calendar reminder for month 6 to start brand building, even if activation is still working.
- If you’re 6+ months in and not building brand yet: start now. You don’t need a $50K campaign. Weekly LinkedIn posts, ungated insights, consistent presence. It won’t pay off next quarter, but you’ll need it to be working in 12 months.
- If you’re 18+ months in and still 100% activation: you’re in trouble. Your cost per customer is climbing, your competitors who started building brand 12 months ago are overtaking you, and you can’t fix this quickly. Start today anyway. Better late than never.
Got to let it show
Do you want to map out where you are on the curve or how to dial in more brand-building goodness? Book 30 mins to chat it through with me.
The best time to start building your brand was 6 months ago. The second-best time is today.
Citations / further reading
- The 5 Principles of Growth in B2B Marketing – Les Binet & Peter Field, LinkedIn B2B Institute
- Your problem might not be lead generation. It might be brand and trust. – Europa Creative Partners, September 2025
- ‘I’m Coming Out’: Diana Ross’ Eternal, Uplifting Anthem – uDiscoverMusic
