The Role of Marketing in Generating Leads

When it’s the end of the quarter and sales is missing their number, it’s easy to blame. Usually, sales will blame marketing for not giving them great leads. As a result, marketing is up in arms because the CEO decides to cut their budget for next year, since he/she is not seeing their return on investment. What department does marketing blame? Typically, it’s sales because they see them as a failure for not closing more sales with the “great” leads that they were given.
Do those two arguments sound familiar? Of course! Every person in sales or marketing has used that excuse or some variation of it at one time or another. I think many companies have separate marketing and sales departments just so that they have someone to blame for their own ineptitude.
Sales Vs Marketing: Who Owns the Lead Generation Process?
 
 
All of these arguments and every variation of it are