Prospects avoid seller contact until absolutely necessary and prefer to educate themselves on their own schedule. Sellers prioritize selling over prospecting, creating friction between revenue teams. Marketing and sales often blame each other for poor leads or lack of follow-up, producing missed opportunities, longer sales cycles, and frustrated teams. Marketing can instead focus on producing warmer, sales-ready conversations by holding leads longer, warming them with intent signals, and transferring only when timing is right. Done properly, marketing acts as a deal accelerator rather than just a lead generator. Closing the gap between 'not ready' and 'ready to buy' reduces revenue leakage and aligns team efforts.
Prospects don't want to talk to sellers until they absolutely have to. They want to educate themselves on their own time. Sellers want to spend their time selling, not prospecting. That's what fuels the oldest game of "not it" in revenue teams. Marketing feels sales doesn't follow up quickly or nurture prospects. Sales says marketing sends junk leads. The result? Missed opportunities, longer sales cycles, and frustrated teams.
What if marketing said: Fine. We'll give you what you want. Not more leads. Not more budget. But warmer leads. Done right, marketing becomes a deal accelerator, not just a lead generator. So what if marketing really did say, "Fine. We'll give you what you want." Not fluff MQLs. But sales-ready conversations built by holding leads longer, warming them smarter, and passing them over only when the timing (and intent) is right.
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