Marketing gathers the leads; sales pursues them.
It sounds simple. It isn’t.
There’s a timeworn argument between the marketing department and the sales department. Marketing complains that the sales team isn’t following up the bushels of leads it gathers. Sales complains that most of marketing’s leads are of such poor quality they aren’t worth the effort of pursuit. It’s like an endless tennis match where blame is the ball. Meanwhile, opportunities are being lost and revenue is stagnant—at best. It’s the fundamental reason for lead scoring: arriving at a set of qualifications that measure the strength and value of a lead.