Each time Marketing brings in a lead that is a bad fit or a waste of time, Marketing loses credibility with Sales.
When Marketing doesn’t adjust its spend away from campaigns and channels bringing those bad leads, Sales begins to assume this is the norm — that marketing can only do so much.
Over time, this creates a culture where Sales feels like it needs to carry the revenue load. This is how Sales-led organizations emerge where marketing doesn't have a seat at the table.
To change this, Marketers need to stop worrying about vanity metrics of the number of MQLs brought in and really think about the quality of those same leads.
A Marketing organization can bring in fewer leads but impact revenue more.
That's the shift that needs to happen. The accountability needs to change.
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