Why marketing leads don't convert

Marketing says the leads are great.

Sales says they're useless.

Who's right?

Both of them. And that's exactly the problem.

This is the most expensive argument in B2B. And most companies never fix it properly.

Here's what's really going on:

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝘀𝗮𝗹𝗲𝘀 𝗮𝗿𝗲 𝗼𝗽𝘁𝗶𝗺𝗶𝘀𝗶𝗻𝗴 𝗳𝗼𝗿 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘁𝗵𝗶𝗻𝗴𝘀.

Marketing is measured on lead volume. So they generate volume.

Sales is measured on closed revenue. So they need quality.

No shared definition. No shared accountability. No results.

𝗧𝗵𝗲 𝘁𝗵𝗿𝗲𝗲 𝘁𝗵𝗶𝗻𝗴𝘀 𝘁𝗵𝗮𝘁 𝗳𝗶𝘅 𝘁𝗵𝗶𝘀:

𝟭. 𝗔 𝘀𝗵𝗮𝗿𝗲𝗱 𝗱𝗲𝗳𝗶𝗻𝗶𝘁𝗶𝗼𝗻 𝗼𝗳 𝗮 𝗾𝘂𝗮𝗹𝗶𝗳𝗶𝗲𝗱 𝗹𝗲𝗮𝗱

What makes a lead sales-ready? Both teams agree on this in writing. No more ambiguity.

𝟮. 𝗔 𝗹𝗲𝗮𝗱 𝘀𝗰𝗼𝗿𝗶𝗻𝗴 𝗺𝗼𝗱𝗲𝗹

Score leads based on fit and behaviour before they ever reach a sales rep.

Job title match? Tick. Opened 3 emails? Tick. Visited pricing page? Big tick.

𝟯. 𝗔 𝗰𝗹𝗲𝗮𝗿 𝗵𝗮𝗻𝗱𝗼𝗳𝗳 𝗽𝗿𝗼𝘁𝗼𝗰𝗼𝗹 𝘄𝗶𝘁𝗵 𝗦𝗟𝗔𝘀

When a lead hits a certain score — sales must follow up within X hours.

No more leads going cold in a CRM nobody checks.

When marketing and sales speak the same language, conversion rates jump.

I've seen teams double their close rate just by aligning on a definition of "qualified."

Not a new tool. Not more budget. Just alignment.

Is marketing and sales aligned in your business — or are they still blaming each other?

— Warren | 4D Sales Consultancy