Common situation:
1. Marketing put an eBook on a landing page
2. 1,000 people sign up to read
3. Marketing send these leads to sales
4. Sales try to follow up
5. Tumbleweed.gif

Can you relate?

Marketing says…

“Sales didn’t follow up properly – you need to review your cadences, do better discovery, make more calls”

Sales says…

“The leads were bad – you need a different eBook, or promote it differently or whatever. Just get me some people who want to buy!”

Sales and marketing are misaligned.
But more importantly, we are misaligned with…