Marketing counts leads, sales counts orders
Both are right and talk past each other. Without a shared definition of what a qualified inquiry is, every discussion stays a matter of opinion.
Function · Marketing & sales
Turn demand into the right customers.
Marketing generates inquiries, sales is supposed to close them – and in between both argue about quality. We provide shared qualification criteria, a clean handover and an evaluation of sources through to the order.
Analyze my shop
Initial consultation – we look at which sources actually lead to orders.
How you'll notice
Three friction points between marketing and sales
The handover loses context
Where did the inquiry come from, what did the person read, what did they ask? Sales starts from zero although marketing already knows a lot.
Feedback doesn’t flow back
Which inquiries became orders and why others failed, marketing rarely learns. Campaigns are optimized for clicks, not revenue.
How we proceed
From inquiry to order – in one language
Example process. The criteria and stages are developed together with both teams.
- 01
Shared qualification criteria
Marketing and sales jointly define what makes a suitable inquiry: need, ownership, timeframe, fit with the offer.
- 02
Define the handover
What information goes to sales with the inquiry, in which system and within what deadline the first response happens.
- 03
Evaluate sources through to the order
Every inquiry carries its source through to close. That makes visible which channels bring orders – not just clicks.
- 04
Sales feedback as a routine
In a fixed rhythm, sales reports back what became of the inquiries. Marketing adjusts target group and message.
- 05
Include account expansion
Existing customers are a target group too. Who approaches them about their next need, when – and with what support from marketing?
What you hold in your hands
Shared criteria, shared numbers
Qualification sheet
The jointly defined criteria for a suitable inquiry – short, concrete, mapped in the CRM.
Handover log marketing → sales
Required information, system, response deadline.
Source evaluation through to order
A view of which sources lead to qualified inquiries and orders.
Feedback rhythm
A fixed meeting and format in which sales reports back to marketing.
Matching services
How we support marketing and sales
Assessment
More inquiries are not a goal. The right customers are.
We promise no number of leads or orders. We make sure marketing and sales use the same criteria and see the same numbers – then the rest can be steered.
Frequently asked questions
Clearly answered.
Who sets the qualification criteria – marketing or sales?
Both together, in one meeting, with real examples from the last few months. Criteria set by one side alone are not used by the other.
Do we need a marketing automation tool for this?
Not necessarily. A CRM in which source and qualification are maintained is usually enough. Additional tools come only once the workflow is in place.
What about existing customers?
They are part of it. Account expansion is often the cheapest path to more revenue – but it needs someone who is responsible. We define that together.
