We understand that more and more the marketing department‘s performance is being judged by the level of “sales accepted opportunities” produced by a defined marketing program over a period of time.
There are countless stories of well qualified opportunities being totally ignored by an overloaded or skeptical sales department. There are just as many stories of poorly qualified opportunities being legitimately rejected by the same department.
The sales department needs to be confident that opportunities presented conform to their expectations and the marketing department needs to be confident that once passed, opportunities will be managed with enthusiasm and diligence. Neither will happen without active monitoring of the process.