Marketing shouldn’t bring leads
Marketing should create demand and capture demand, so that sales could convert that demand into clients.
Because when marketing brings leads, there’s a problem:
They are not aligned with sales.
Marketing will hit their KPI with 50 leads.
Sales will try to get clients from those 50 leads.
Marketing will get those leads just for the KPI.
Sales will blame it because the leads are low quality.
See the ping-pong here?
You have to avoid this.
Marketing should work hand in hand with sales.
Marketing should focus on getting new clients.
When both have the same KPIs, things are changing.
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