We aren’t fans of Sales Qualified Leads and Marketing Qualified Leads. We’ve found it actually fractures how sales and marketing works together; it doesn’t measure the end goal (typically a client meeting) and bifurcates the journey in an unnatural way.
Below is a visual we use in discovery sessions that details the buyer journey, and how sales and marketing fit together. Each function has their role but there is no “hand off” – its a “flow”, where both functions contribute throughout the journey.
KPI’s should be created for each function, and there should be shared KPI’s to ensure all oars are rowing in the same direction.
We hope this prompts good discussion among your teams. Consider by starting with a deep dive on where sales interaction and prospect engagement is stalling.
