The sales team complains that marketing is sending useless leads who have no budget. The marketing team fires back that sales is lazy and letting good opportunities go cold. The CEO sits in the middle watching the argument cost the company pipeline every month.
After 40 years of fixing these systems, I can tell you the truth: both sides are usually wrong.
The leads aren’t bad, and the sales team isn’t lazy. What is actually broken is the hand-off system between them.
Marketing is often measured on raw numbers—like form fills or downloads. So they create offers that attract tire-kickers. Sales is measured on closed revenue, so they only want buyers who are ready to sign a contract today.
When marketing hands off a download lead to sales and expects them to close it like an enterprise buyer, the system breaks. You don’t need to fire your agency or hire new reps. You just need to agree on what a real buyer looks like and align your messaging from the first click to the final handshake.
If this has made you curious, why not take the next step and book a free 15 minute discovery session by clicking on https://www.leadbuildermarketing.com/meetnow. I’ll see you next time. Don’t forget to like and subscribe.
