We’ve all been there. The VP of Sales says that your marketing team isn’t delivering qualified leads. As a marketer, it’s hard to refute that claim. After all, you aren’t speaking directly with the prospects. And yet somehow, despite these allegedly poor leads, the sales team is still bringing in new business.
The VP of Sales says it’s because his heroic sales people are out pounding the pavement for new opportunities. But you also know that the phones are ringing with inbound calls. You know a significant portion of the inbound leads have been touched by your marketing efforts.
This is a classic dilemma. Marketing isn’t getting credit for the leads that it generates.
Why doesn’t marketing get credit for engineering leads?