Who is Responsible for Lead Generation: Sales or Marketing?

Has there ever been a sales organization, leader or person who thinks they have enough leads? Even those who meet their quota and revenue targets year after year do so because they make the opportunities they have count, not because they have more than they need. This is why improving lead generation and management is one of the four top strategies that sales leaders are focusing on in 2019 according to our recently released 2018-2019 Sales Performance Study.
Unfortunately, lead generation is one of those topics that causes continual strife between sales and marketing organizations. Marketing sees their role more broadly as “demand generation,” which also includes objectives like increased name recognition and awareness of the problems your solution is intended to solve. They may also be responsible for a host of other areas such as customer-facing content, your website, analyst relations, events, product launches and PR – just to name