To many the answer is a matter of circumstance or perspective. In some companies, employees are often responsible for juggling a number of priorities, and they can get confused as to what their primary focus should be. Smaller companies do not have enough resources to fully staff sales and marketing departments. However, lead generations activities still need to be conducted, which means they often fall on the sales team.
In larger companies it is often the result of miscommunication or alignment problems. Marketing says ‘salespeople are lazy’ and fail to recognize issues regarding lead quality. Sales say ‘marketers don’t produce enough leads’ and end up spending their time on lead generation tasks. The end result is neither group working effectively or in the worst case scenario, working against each other.
What is the root cause? This whitepaper looks into that question.