Could it be possible that marketing hits its goals while sales fall short? Absolutely, especially if they’re judged by different metrics. And it’s a sign that something is terribly broken. The thing is, marketers and salespeople usually work separately, focusing on their own side of the marketing-qualified lead (MQL). They don’t share much info or join forces, so it’s no surprise that people don’t think marketing can be measured by revenue. But imagine if marketing could actually make a real difference in short-term revenue goals and prove it.
