How they connect.
WHAT MARKETING DOES
Creates awareness and interest at scale.
WHAT SELLING DOES
Converts individual interest into a decision.
WHY THE DISTINCTION MATTERS
Doing one badly makes the other far harder.
WHAT POOR MARKETING PRODUCES
Cold outbound as the only route Long, expensive sales cycles
WHAT POOR SELLING PRODUCES
Enquiries that go nowhere Marketing blamed for lead quality
WHAT TO ESTABLISH BETWEEN THEM
What a qualified enquiry actually looks like.
WHY
Disagreement about it is the commonest friction.
WHAT TO AGREE
What information is captured What happens to an enquiry, and how quickly What feedback goes back
WHY SPEED MATTERS
Response time to an enquiry strongly affects conversion.
WHAT TO MEASURE TOGETHER
Enquiries, by source Conversion to opportunity Conversion to customer Customer quality by source
WHY SOURCE QUALITY
Some channels produce volume and poor customers.
WHAT SELLING SHOULD FEED BACK
Objections heard Questions repeated Reasons for loss
WHAT MARKETING SHOULD DO WITH IT
Address them before the conversation.
WHAT THAT PRODUCES
Shorter cycles, and better qualified conversations.
WHAT TO AVOID
The two functions operating separately.
