Where marketing-sales alignment actually breaks down
A report on the specific points of friction between sales and marketing functions we see most often.
Across the alignment engagements we run, the friction point named most often by both sides is lead quality — but the underlying cause is almost never the leads themselves. It's an unresolved disagreement about what 'qualified' actually means.
The second most common friction point is handoff timing — marketing considers a lead delivered once it's passed to sales, while sales considers it delivered only once genuine contact and qualification have occurred, with a meaningful gap between the two moments often going unmeasured.
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