If only closing business were as easy as repeating catchy slogans to your sales reps. But it isn’t. 93% of sales executives surveyed report they expect this year's revenue goal to increase over last year’s despite the fact that only 89% of firms and 61% of reps hit their targets. Key to improving performance is having better leads to work on and shifting more of the burden of generating leads to marketing.

An opportunity for big returns exists when sales and marketing are aligned on lead generation tactics. When companies excel in their ability to properly identify which accounts to go after, and prioritize which opportunities need action, their win rates are up to ten percent higher. This translates into more revenue on the same number of deals and/or the need to generate fewer leads because of higher hit rates. Figures monetizing both of these approaches are presented in this white paper.

It's a given that better quality leads result in easier/better sales. It is also generally agreed that taking time away from selling to generate leads cuts into sales productivity. Closer alignment between sales and marketing could improve both of these factors and reduce the disconnect that exists today. How to attack these costly and divisive issues is detailed in the pages that follow.