Note the perspective in this blog bite assumes the following: Lead generation is about delivering high quality targeted opportunities to sales to accelerate revenue.

I have spent several years listening to people complain about the following:
Sales: Marketing does not know what they are doing, their leads are bad
Marketing: Sales is not smart enough to follow-up on our leads

The crux of the problem, in my view is the definition of a lead and metrics that are used to measure marketing success. My opinion, 2 things you should consider:

1. Get WRITTEN buy-in from sales on definition of a lead
2. Compensate marketing not on generating volume of leads but the number of leads that sales “accepts” – based on #1 (compensation tied to revenue is ALSO key)

So what is a lead?
I like Sirius Decisions framework. It’s a good place to start, then you can adapt for your business: