We all see the need for a marketing department. We all see the need for a sales team. And of course we see the need for sales targets. Then we fail to do something really simple. We fail to align and connect all 3 together thus producing disappointing results.

The solution is simple but essential. We need to create the right type of Marketing Lead Targets. By assessing the requirements of the sales teams, depending on how they are coming to market: channels, sectors, products, geography, language, service, products etc – we set up the requirement of lead generation for marketing.

Now the marketing team is clear on the type of leads required to feed the sales teams. Now marketing is clear on the type of content they need to produce. Now marketing and sales are joined at the hip, working on the same agenda, connected, aligned.

Of course creating quality, relevant content is not easy but that’s when the fun begins!