Faced with an elongating buying journey, overloaded buying committees and increasingly autonomous buyers, sales reps need a solid LeadGen system they can trust — one that delivers leads they actually want to follow up.
Why do sales reps distrust marketing leads?
The core issue is qualification. Sales reps reject leads that feel cold, irrelevant or based on superficial intent signals. The solution is not more leads — it is better-qualified leads.
The Smarketing approach
Aligning sales and marketing on ICP definition, lead scoring criteria and handover protocols is the foundation. Regular joint reviews of lead quality — with data — build trust over time.
Intent data as a reconciliation tool
Leads flagged by intent data signals (content downloads, webinar attendance, competitor research) are significantly more likely to be accepted by sales. Make intent data visible to both teams.
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