Emilio Garcia says sales and marketing fail to agree on what makes a good lead. They confuse fit (right company profile) with intent (actually buying), so a director at a 500-person company downloading an ebook looks qualified when they might not be ready. He recommends ranking leads on both dimensions together, not one or the other.
The key of why having sales and marketing alignment is so hard is because we, you know, the marketer typically thinks in terms of either intent or fit, but the two departments fail on agreeing on both, right? On having clear expectations about both ideas. So most of the mismatch happens at the conflict of those two ideas. The other common problem is I have identified fit, but I'm assuming intent, right? It's a 500 company, is the director or is the decision maker, and they just happen to download an ebook. And so therefore sales, you should reach out, right? So not being specific about that, building a ladder of, you know, of all, you can make it a quadrant of it, right? This is high intent, high fit. This is the priority.
