Basic/ Digest...
Truth is, leads don't come in wrapped with a bow on top, and if your company is selling at all, not all of the leads are crap and someone knows how to sell. So where's the disconnect coming from? Most often, it's from differing definitions of winning made worse by poor communication.
The disconnect most often surfaces when marketing celebrates a strong lead month in the same month that sales is frustrated about a poor bookings (revenue) month. The finger-pointing and name calling starts and the relationship downward spiral begins. Teams win and lose together, not as individuals or departments.
The disconnect between marketing and sales can be addressed with better communication and common definition of winning. Cooperation works best when both marketing and sales are aligned around revenue targets. Marketing is rewarded for strong lead quality over volume. Strong lead quality drives strong sales efficiency (ensuring each sales at-bat is in front of the right lead at the right time and ensuring your sales team is only swinging at strikes).
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Brilliant!
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