Ah, sales and marketing. They’re like two siblings fighting in the
back seat while mom, pop—or a company executive—drives the car.
I don’t know how to stop all this bickering (and as a battle-weary
father myself, I’m not interested in “who started it”), but I can
suggest a few ways my brothers and sisters on the marketing side can
ease the tension by better serving their sales brethren with more
1. Make them responsible for defining the target
We’ve all been through this: After months of hard labor, your
campaign has generated leads that now sit, undisturbed, under the sales
guy’s fantasy football crib sheet. You’re angry because he’s not
leveraging the leads you worked so hard to get. His defense? They’re
“bad” leads not worth pursuing.
You can both stop this fight before it even begins. Bring the sales team to the table to define exactly
what a qualified lead should be. Include factors such as industry,
region, company size, titles, budgets, purchasing time-frame, etc. Your
goal? A precise target to which you’ll aim your lead-generation
campaigns and your collateral systems—their formats and content. You’ll have a better idea of what to write because you’ll know who you’re writing for.