Everything hinges on the moment a lead reaches the CRM. Before it, you need to know who to aim for, spot when they’re ready and start the conversation. After it, you need to check, hand over, follow up and forecast.
Three decisions belong to both sides: the ideal customer profile (ICP), which accounts come first and which tools to use. Made separately, they lose you leads. We make them with everyone in the room.
In smaller companies, one person often does both jobs. That works, as long as they know which hat they’re wearing. The problems start when nobody owns the handover: leads arrive in the CRM with half the details missing, and sales stops trusting marketing.
A good first step is a one-page agreement between both sides: what counts as a qualified lead, who gets it, and how fast they must respond. It sounds basic. Most of the companies we meet don’t have it written down.
Related serviceSales operations