Marketing and sales have a...colorful past to say the least. Marketing complains that sales doesn't follow up on their leads. Sales complains that the leads that marketing gives are not worth following up with. In many cases, both are true. 

But when marketing switches their strategy from generating high quantities of leads at any cost, which is the reason for the poor quality, it's no wonder that sales doesn't want to follow up with them. They're the ones in the trenches and they know better than anyone what types of leads close and which ones are a waste of time.

However, when marketing switches from collecting leads to creating demand, the result in the quality of "lead" that comes through gets drastically better and sales need to prioritize them.

The question becomes, how can sales and marketing work together to ensure that the people coming inbound and asking for a demo are the right people and are being followed up with in the right way?

In this episode, Carl Ferreira, Allison Loehman, Sidney Waterfall, and Cassidy Shield talk about how we do that at Refine Labs and how we help customers do the same.