Most business owners can attest to the conflict that never seems to be ending as far as marketing and sales are concerned. That’s understandable given the thin line between the responsibilities that the two camps need to do. An excellent example is the lead generation docket. Often, companies can’t decide whether it should be handled by the marketing or sales team. That begs quite an important question. So, does lead generation fall under sales or marketing? This article discusses precisely that. So, read on to understand the best way forward for the responsibility of lead generation for successful conversions and sales.

So, Does Lead Generation Fall Under Sales or Marketing?

Historically, lead generation was always under sales. However, since the emergence of the digital era, both sales and marketing have had a significant role in lead generation marketing. The roles are usually shared about the lead generation funnel.

The top of the funnel (TOFU) is the marketing department’s responsibility. On the other hand, the bottom of the funnel (BOFU) is the sales team’s responsibility. As much as that is clear, the bone of contention is usually the middle of the funnel (MOFU). On one side, there is the Marketing Qualified Leads (MQL) that, as the name suggests, fall under marketing. On the other hand, we have the Sales Qualified Leads (SQL), and the name says it all. It is the responsibility of the sales team.

Does lead generation fall under sales of marketing? From the above discussion, it is evident that the marketing and sales teams have roles to play in lead generation. Therefore, lead generation falls under sales and marketing. It all depends on the lead generation funnel stage that they are in. So, if the roles are as distinct as they sound, why does a conflict often arise between these two camps? That’s something worth mentioning, and our next segment focuses on that.

Sources of the Conflict between Sales and Marketing

As much as a great collaboration between the sales and marketing teams is crucial, it is often hard to realize. This is why there is so much conflict between the two teams.

1. Lack of an understanding of the Marketing Role by the Sales Team

From where the sales stand, marketing should simply offer them support while they achieve their role of generating revenue. In short, the marketing team should create and manage campaigns, events, brochures, presentations and promotional material. As much as those are the marketing team’s responsibilities, their role goes beyond that. Besides these means that generate short-term revenue, it is also important to consider those that generate long-term results. These strategies include content marketing and search engine optimization (SEO). Demonstrating their effectiveness and long-term benefits is usually hard, which becomes a source of conflict. After all, each team is trying to make their case, hoping to win against the other.

2. Sales and Marketing Teams Speaking Different Languages

Did you know that sales teams often use terminologies that the marketing camp has no idea what they mean? Yes, and what makes the matter worse is that that’s also the case when it comes to the marketing camp. Under such circumstances, it becomes hard for the two teams to communicate, leave alone collaborate. Why not when no one is willing to adjust to accommodate the other?

For the success of any campaign, some things ought to be done. For instance, since the sales team understands the customers more, it is only right that it shares the insights with marketing. Consequently, the two teams will be reading from the same script regarding the buyer’s journey. Additionally, the two teams should have realistic expectations of each other. A clear definition of MQLs and SQLs could also help with communication. Last but not least, reasonable timelines will also help these two camps speak the same language.

3. Lack of Reports between Sales and Marketing

Whether you do it quarterly, monthly or weekly, either team should report to the other as often as possible. Such reporting leads to the effective gathering of data related to leads. Additionally, it also facilitates effective budget allocation. At first, the marketing team needs to provide information on leads. On the other hand, the sales team should share the success rate of these leads. That feedback helps the marketing team distinguish between what’s working and not working. Consequently, the team focuses on the right channels, thus improving return on investment (ROI). Besides reporting, ensuring that the CRM system is always updated can also work.

4. Failure to Agree on the Responsibility for Leads

One would term this as the biggest source of conflict between sales and marketing. Lead generation would have been an easy task if this wasn’t the case. This conflict usually occurs as the marketing team hands over its MQLs to the sales department as SQLs. That’s because the marketing team often feels as if the marketing team is handing over low-quality leads. While the sales feel that what they are getting isn’t good enough, there are high chances that the marketing team has given their best. Therefore, the sales department is expecting too much from them from where they stand. Once the two teams find themselves in such a situation, a conflict will arise.

Final Words: Does Lead Generation Fall under Sales or Marketing?

The answer to our million-dollar question is crystal clear. A while back, lead generation fell under sales. However, that has changed over time, and the two teams share the responsibility. As much as it is a shared responsibility, the roles are pretty distinct. Unfortunately, that’s not enough to ensure that the two collaborate seamlessly. After all, there are several reasons why they always get into conflicts. Fortunately, something can be done about these sources of conflict. Remember that the two teams need to work closely to succeed. If that’s the case, don’t you see the need for you to solve any conflict between these teams if you are a business owner? Alternatively, outsource marketing from the likes of Leadchimp and do away with all these conflicts.