Conflicts between sales and marketing have existed since the beginning of commerce. In today’s lightning-paced speed of business, companies can no longer afford to engage in petty wars but must cooperatively move forward.
In companies it has been common for many years for sales and marketing to be in conflict over budget, pricing, and seemingly endless other issues1. Probably the most common bone of contention—and one which most markedly affects company survival and revenue—is lead quality. But as pointed out by Clickback, a Software as a Service (SaaS) B2B lead generation company, in today's frantic pace of commerce and the need for a common, team-oriented approach from companies, it is vital that sales and marketing be brought into accord2.