Marketers: It's time to own the sales funnel

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Sales and marketing teams both have helped break down the sales process by perpetuating leads from poor-quality customers who will never buy anything.

Sales teams often dump erroneous information into the customer relationship management system without running it through marketing software to scrub the data for authenticity and other data problems. But marketers, too, have been known to pass leads on to sales departments without knowing whether they are prospects who are ready to buy...

"These leads are no good," a salesperson would say, and I would say, "What are you talking about? These are great names: Look at the titles, look at the companies." And she'd say, "Yeah, but you know what? They're not ready to buy."

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