Who should own lead generation for a complex sale?
B2B Lead Generation Blog
JUNE 13, 2017
So, who should own B2B lead generation: sales, marketing or both? Sales and marketing aren’t doing a great job of executing lead generation because they both believe it’s the others job. Now it’s time for sales. The rest of their pipeline will come from sales-ready leads from marketing. Sales needs marketing involved through the journey. A well-crafted, researched, intentional lead generation strategy can’t come from sales.