In interacting with corporate marketers about goal setting for a “social media for sales” initiative, I am constantly challenged by the requirement to generate a high number of leads on a quarterly or even monthly basis. One marketer recently told me that a trade publication she works with promises her 1,000 names for every campaign she runs with them.

I inquired about the quality of those leads to which she responded that is up to the sales team to figure out. And we wonder why there is often such tension between marketing and sales.

I dive into this issue further in this post on my “Strategic Guy” blog: In Social Media, Top of the Funnel is About Lead Introduction – Not Lead Generation