How Revenue Leaks Form Between Marketing and Sales

The gap between marketing and sales is where most revenue potential leaks out. This isn't a culture problem; it's a systemic one. We'll show you how revenue leaks form and how to fix them with a shared language.

The Three Critical Leaks

1. The Definition of "Qualified": When marketing is measured on MQLs based on engagement rather than commercial intent, they flood sales with leads that aren't ready for a conversation.
2. The Speed of the Handoff: Conversion odds decrease by 10x if follow-up takes longer than 5 minutes. Most manual handoff processes are far too slow.
3. The Context of the Handoff: Reps often receive leads with minimal context, forced to start generic conversations that fail to build on previous marketing touches.

The solution is a Service Level Agreement (SLA) that treats the handoff not as a baton pass, but as an integrated, automated workflow.

Sealing the Leaks: The Sales and Marketing SLA

A formal SLA defines the process with absolute clarity: shared definitions of a "Qualified Opportunity," automated instant routing, and mandatory contextual enrichment for every lead record.

The Takeaway: Unify Your Revenue Team

By creating a tightly integrated handoff process, you eliminate the blame game and ensure valuable intent is converted into revenue, not lost in the departmental gap.