Scaling the business depends on maximizing marketing and sales ROI. You need a seamless process of progressing leads and forging relationships to meet revenue goals.
You can’t gain sales’ trust unless every lead delivered is sales-qualified (based on a mutually agreed upon definition of what that means): 100% of leads handed off to sales need to be worthy of their time.
Marketing leaders have limited time to make a difference. They need to demonstrate measurable revenue impact (and earn sales’ trust) early in their tenures.
Being able to prove marketing’s contribution to revenue and getting credit is important to a well functioning, best-practice organization.