About 73% of business sales leads directly transferred by marketing to sales are not yet qualified, and only half of the remaining 27% eventually end up being sales-ready. This massive inefficiency is, right now, both a cause and an effect of the great divide between sales and marketing when it comes to lead management.

But things don’t (or shouldn’t) have to be this way. Effective lead management needs a tight alignment between marketing and sales, and closing the gap between the two is certainly not impossible. While marketing and sales are two different functions, these aren’t totally unrelated activities, and you should focus on these common grounds as starting points to have the two working in tandem.

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