Prove marketing impact on pipeline. Connect activity to revenue.
Flow State helps B2B marketing and sales leaders align their teams around buyer groups — not individual leads — to generate measurable pipeline growth.
Most B2B Teams Are Running the Wrong Playbook
You're generating leads, running campaigns, and chasing deals — but the fundamentals are broken.
Marketing can't prove ROI
You're running programs but can't show which ones actually drive pipeline and revenue.
Sales and marketing aren't aligned
Marketing generates MQLs. Sales says they're not qualified. Everyone blames each other.
Deals stall unexpectedly
You engage one contact, then discover 5–12 other stakeholders you never knew about.
Your tech doesn't connect
Data lives in silos. Attribution is impossible. Nobody trusts the numbers.
The root cause? You're optimising for individual leads, not the buying committees that make real decisions.
We Help You Build a Revenue Engine That Actually Works
Flow State aligns your marketing, sales, and operations around two things:
- 1
How modern buyers actually make decisions — our 3Cs Framework
- 2
Who's actually involved in those decisions — our Buyer Group Intelligence
This shifts your entire go-to-market from chasing leads to engaging buying committees — so you prove impact, accelerate deals, and generate predictable pipeline.
The 3Cs Framework
We align your entire revenue engine around how modern B2B buying actually happens.
Connect
Build Relevance Before Reach
Stop cold outreach from falling flat. Identify complete buying committees and build credibility before you ask for anything — so prospects actually want to engage.
- Target the right buyer groups, not random contacts
- Build awareness across complete buying committees
- Create authentic engagement that breaks through noise
Converse
Understand Before You Pitch
Move beyond pitch-driven sales. Structure discovery conversations that uncover real business needs and position you as a trusted advisor.
- Surface actionable intelligence about stakeholder priorities
- Design discovery frameworks that build trust
- Enable productive conversations with decision-makers
Convert
Turn Engagement into Action
Turn engagement into decisions through clarity and alignment. Help buying committees reach consensus around your value — not just champion your solution.
- Align value propositions to what buyers actually care about
- Facilitate internal consensus across stakeholders
- Close deals through clarity, not pressure tactics
Buyer Group Intelligence
Traditional B2B targets individual contacts and celebrates MQLs. We map complete buying committees.
Know everyone involved in purchase decisions before you engage
Understand each stakeholder's role, priorities, and concerns
Coordinate marketing and sales around the same buyer groups
Track engagement across complete committees, not just individuals
Build early preference before buyers enter formal evaluation
The research backs this up
of B2B buyers prefer a rep-free experience
Source: Gartner
of buyers start with vendor preferences already in place
Source: Forrester
of deals fail due to internal consensus problems
Source: Gartner
Integrated Revenue Programs
We bring the 3Cs Framework and Buyer Group Intelligence to life through integrated programs across your revenue operations.
Audience Intelligence
Map complete buying committees, surface stakeholder priorities, and provide the intelligence foundation that makes everything else work.
Revenue Operations
Align marketing, sales, and operations around the same buyer groups, methodology, and goals. Prove which programs drive pipeline.
B2B Marketing
Run campaigns that connect to pipeline, not just metrics. Reach complete buying committees and prove marketing ROI.
B2B Sales
Free your sales team from prospecting busywork. Surface actionable buyer group intelligence so reps focus on selling.
CRM Solutions
Turn your CRM from a reporting tool into a revenue engine. Optimize systems to hold buyer group intelligence and surface actionable data.
Your Activity Command Centre
See exactly what's working across your teams — in one place.
Most B2B teams are flying blind on LinkedIn. Activity is locked in individual profiles. Marketing can't see what sales is doing. Leadership gets generic metrics that mean nothing for pipeline.
The Hub™ breaks data out of profile silos and shows you:
Team-wide LinkedIn performance and buyer group engagement
Which content and topics resonate with your target accounts
Dollar value of organic LinkedIn efforts (the metric always requested, rarely measured)
Coverage gaps across buying committees
Trends and keywords your buyers are discussing
The Hub integrates with your CRM and works alongside our 3Cs programs to connect LinkedIn activity to pipeline outcomes.
“Not only was Flow State extremely cost effective, we were able to run complex outreach and nurture programs easily. Our time to market was increased by 5x.”— Head of Marketing, APAC Markets
“In my view, this program will be highly successful at identifying key contacts, new opportunities, and ultimately driving revenue.”— Sales Director — Major Accounts, North America
“I have found this program to be enormously helpful in organizing the way we approach a major account.”— Sales Director, North America
“The legwork and research at the outset gave me a clear understanding of the organizational structure, and the key focus areas as stated at the executive level.”— Sales Director, North America
“The support from the Flow State team saved me a huge amount of time while enabling me to communicate regularly with a broad range of existing and new target customers.”— Regional Sales Director, North America
“Having the support of a team to pull data, activate quickly, and work with me to get the legwork done on social media was a lifesaver.”— Regional Sales Director, North America
“Through the program, we quickly identified important stakeholders in these business units and tracked carefully the keywords and topics that were important to them.”— Sales Director, Australia
Trusted by leading B2B teams
Get Your 3C Score
Benchmark your Connect–Converse–Convert systems and get personalised recommendations in under 5 minutes.
What you'll discover:
- •Which improvements would drive the most pipeline impact
- •How well marketing and sales are aligned
- •Whether you're reaching complete buying committees
- •Where leads are getting stuck in your funnel
