BizSugar.com › Marketing › Don't take the lead – work together

The secret to driving the right leads to sales is alignment. For as long as most marketers can remember, sales and marketing have played a never-ending game of finger-pointing. It's time to stop. How? Bring sales and marketing together around a common objective - revenue. That can only happen when sales and marketing agree upon:

•A common definition of a lead.
•Lead qualification requirements.
•Measurement and reporting criteria.
This new approach requires accountability. With accountability comes the unprecedented need for metrics, results and visibility across departments and at the executive level.