Why Generic Messaging is Killing Your Sales Pipeline

A recent discussion with a PE Operating Partner reminded me that marketing is often downplayed in go-to-market (GTM) analysis. Misdiagnosing the source of growth challenges can lead to significant waste – both in time and money – with real consequences for revenue growth and exit valuations.

One critical but frequently overlooked factor is the impact of generic marketing on long-term performance. While it may provide quick wins, generic messaging lacks the precision needed to attract high-quality leads and drive sustainable growth, ultimately limiting profitability and exit potential.

The Conversation That Sparked This Realization

Here’s a quick rundown of my exchange with the Operating Partner:

OP: This portco’s sales team is underperforming.
Me: Are you sure it’s a sales team performance problem?
OP: Sales conversions, average contract values (ACVs), and overall revenue are all down.
Me: Alright, how would you describe the quality of their sales leads?
OP: Good question. I’d call them “generic.”
Me: What do you mean by “generic”?
OP: Leads that aren’t always qualified or high-potential.

---

I took a step back and thought about it. If a portco is struggling with generic or low-quality leads, the real problem often goes deeper than the sales team. It usually traces back to weaknesses in the broader marketing strategy, touching on several critical areas:

Brand Positioning: If your messaging sounds like everyone else’s, you’re just another face in the crowd.

Example: If your cybersecurity firm claims to simply “protect data,” you’re competing with every other firm making the same promise. Instead, focus on how you protect data differently – like AI-driven threat detection or industry-specific expertise.

Competitive Messaging: Without a clear differentiator, you’re just adding to the noise.

Example: If your sales pitch is “better, faster, cheaper,” you risk being seen as a commodity, not a strategic partner.

Website Copy and Visuals: Even if the right visitors land on your site, a weak call-to-action means missed opportunities.

Example: A software company with vague messaging like “improve your workflow” might struggle against a competitor that promises “reduce project timelines by 40%.”

Marketing Campaigns: Generic campaigns rarely stand out in crowded inboxes or social feeds.

Example: An email with the subject line “Unlock Your Potential” will likely be ignored, but “How to Save $200K in Overhead This Quarter” demands attention.

Content Strategy: Buyers expect insights, not fluff.

Example: If you’re publishing listicles like “5 Ways to Improve Efficiency,” but your competitors are sharing case studies with clear ROI examples, you’ll lose their interest.

SDR Outreach: Canned outreach can be a quick way to get ghosted.

Example: If your SDRs are opening with, “Just checking in to see if you have any needs,” they’re missing the chance to connect on a more meaningful level.

CRM Data: Garbage in, garbage out.

Example: If your CRM treats all leads the same, your sales team will struggle to prioritize high-potential prospects, wasting time on bad-fit opportunities.

Sales Pitches: Without personalized discovery questions, you’re just pitching blind.

Example: Starting a pitch with “Let me walk you through our services” instead of “What challenges are you facing this quarter?” misses the chance to connect on the buyer’s pain points.

Follow-Up Messages: If you’re not adding value in your follow-up, you’re just another unread email.

Example: A follow-up that just says, “Just checking in” is likely to get buried, while “Here’s a 2-minute video addressing the exact challenge we discussed” is far more compelling.

Partner Support Materials: If your channel partners don’t understand your unique value, they can’t sell it effectively.

Example: Sending generic product sheets instead of tailored, vertical-specific case studies can leave partners unprepared for tough conversations.

Internal Messaging: Without clear direction, your own team won’t know what makes you different.

Example: If your sales and marketing teams have different views on what sets you apart, your messaging to prospects will be all over the place.

After breaking down the broader marketing challenges, the OP acknowledged that the issue might not be a pure sales performance problem. As I pointed out, “generic ingredients produce a generic meal” – and wasting money on bad-fit leads is a costly mistake. We agreed to identify and prioritize opportunities to clearly differentiate the business, making sales calls easier to close and marketing spend more effective.

Are You Falling into the Generic Trap?

Here’s a critical question: If you replaced your portco’s logo with a competitor’s, would your best-fit buyers still recognize the difference? If not, your marketing is generic, and that makes it hard for potential buyers to understand your unique value – a dangerous position in today’s noisy marketplace.

Connecting the Dots from Marketing to EBITDA Impact

When marketing lacks focus, the ripple effects can undermine the entire sales process. Here’s how this chain reaction plays out:

• Generic Business Positioning: Without a clear market position, you risk blending in with competitors.
• Generic Competitive Messaging: If you’re not clearly differentiated, your marketing struggles to cut through the noise.
• Generic Lead Generation: Without precise targeting, your outreach produces generic leads that are less likely to convert.
• Generic Content: Buyers move through their journey without finding the insights or urgency they need to engage.
• Generic Sales Leads: Unqualified leads clog your pipeline, making it harder for sales to prioritize high-potential prospects.
• Generic Sales Pitches: Without personalized messaging, sales teams struggle to resonate with buyers, lowering conversion rates.
• Higher Customer Acquisition Costs: Wasting time and budget on poorly targeted leads drives up acquisition costs.
• Lower Sales Conversions: Generic inputs produce generic outputs, ultimately reducing close rates.
• Lower EBITDA and Exit Value: Over time, this inefficiency hits the bottom line, reducing both profitability and exit potential.

Make It Easier for Your Best-Fit Buyers to Say “Yes”

What are you doing TODAY to make it easier for your best-fit buyers to understand your unique value proposition? How are you simplifying their decision to choose you over the competition? Differentiation isn’t just about standing out – it’s about making the buying decision as clear and compelling as possible. Don’t let generic marketing hold you back. Craig Group can help you identify, attract, and convert the right buyers, maximizing your revenue growth and exit potential.

Craig Group Partner Brian Gustason writes about PE revenue growth on LinkedIn.