Marketing
The engine of sustainable growth
With effortless orders becoming a thing of the past and home improvement companies finding themselves grappling with rising costs, skill shortages and increasing pressure to deliver sustainable solutions, one truth stands firm: businesses can no longer afford for sales and marketing to operate in silos. As the fenestration sector and related trades navigate more competitive terrain, the call for joined-up thinking between sales and marketing has never been louder.
Speaking at a recent industry discussion at the FIT Show 2025, marketing and sales leaders returned to a central theme – consistency and communication. “It’s about being committed,” one panellist stated. “You can’t expect immediate returns. Marketing has to be constant. Just because you sent one email or one post doesn’t mean the job’s done.”
Reinforcing key values
This consistency isn’t simply about maintaining frequency – it’s about reinforcing key values, brand messages and solutions that resonate with customers. Whether it’s the promise of a transformational space in the home or the simple emotional pull of a new orangery at Christmas, the best marketing efforts are those that not only showcase the product but solve a problem or fulfil an aspiration. The rise of user-friendly tools like QR codes and platforms such as Mailchimp only makes this easier – allowing businesses to reach audiences repeatedly, with trackable results.
However, visibility alone isn’t enough. The conversation repeatedly returned to the importance of process – especially where marketing ends and sales begins. A well-crafted campaign may generate interest, but unless there’s a structured and timely follow-up, much of that effort is wasted. “Sales won’t land in your lap,” one business owner remarked bluntly. “You’ve got to go out and knock on doors.”
This reflects a broader shift in mindset. Post-pandemic, many firms relied on passive demand. With consumers funnelling lockdown savings into home improvements, order books filled with little outbound effort. But with spending patterns now reverting – holidays taking precedence over bifolds – success once again depends on active pursuit, persistence and customer service.
Here, alignment between departments becomes essential. A disjointed approach – where marketing sends out messages and sales is unaware – risks missed opportunities. “Communicate all the time,” said one speaker. “Your sales team should know what your campaigns are. They’re the face of your business.”
For businesses with tighter budgets, it’s about deploying the right tools for the right audience. Tactics must be chosen with care. For some, this might mean local drop-flyers or sponsoring community events. For others, investing in a CRM system with lead tracking and follow-up functionality may yield better returns. What matters is understanding where your leads come from and what converts.
If something isn’t working, change it
“Data is powerful,” another panellist noted. “Track every step – from lead to sales proposal to conversion. If something isn’t working, change it.” This approach doesn’t require complex systems – just discipline, clarity and a willingness to challenge assumptions. A well-maintained spreadsheet can be as powerful as any software tool if it’s used consistently. The value of face-to-face interaction was also underscored. While digital tools streamline workflows, they can’t replicate the trust and rapport built through personal engagement. From business development managers offering to process customer orders onsite, to sales reps making unplanned drop-ins, it’s these “tiny noticeable things” – as one speaker dubbed them – that foster loyalty and drive word-of-mouth referrals.
Ultimately, successful integration between sales and marketing hinges on shared goals and mutual respect. “You need to gel,” one attendee concluded. “If your sales and marketing leads aren’t working together, you’ve got a problem.”
In a tightening market, it is this synergy – built on consistent messaging, clear processes, strong data, and human connection – that will separate those who grow from those who merely survive. Sales and marketing must no longer be two separate functions. Together, they are the engine of sustainable growth.
PANEL: Jess Hardisitiy (FIT Show), Lauren Doyle (Business Pilot), Richard Diliberto (Comp Door), Sioned Yates (Access Marketing),
Charlotte Gilbert (Morley Glass and Glazing).
