Who Owns the Pipeline, Marketing or Sales?

 
Traditionally few would contest who owns the pipeline in any organization. It’s referred to as the sales pipeline and it’s owned by sales people, right? But is this still true? With the advent of new marketing automation capabilities, AI apps and other technology, marketing is inserting itself deeper in the pipeline at almost every level.
I recently talked to Dan McDade with PointClear as part of a series on SLMA Radio that I’m hosting that deals with the issue of pipeline ownership. Dan has some interesting perspectives, as have other guests on my show. Listen to Dan’s segment below.
 
 
Following are highlights of my interview with Dan:
Dan agrees that the question of who should own the pipeline is an important one. He’s observed that while marketing has made inroads, they are limited—marketing is currently providing sales with only 25% to 30% of the