The focus shouldn't just be on leads.
Most people who work in a sales position or a marketing position recognize that sometimes there is a disconnect between the goals each sets. Sales tends to look only at numbers and marketing looks mostly at leads. So how can marketing provide more support to sales? Below are a couple of paragraphs from a CRM Magazine article written by Lisa Cramer pertaining to this subject:
"What role do marketers really play in sales? And I mean directly
in sales. The answer to this question is actually quite different for
each company. Some marketers go about executing campaigns with no
particular concern for the outcome of their marketing tactics on
eventual revenue. It's hard to believe this situation still exists, but
we've seen it time and time again.
The reality is that most often
marketing is motivated not by sales but by the number of leads or
"clicks" it generates. Conversely, sales is driven solely by the
numbers, how many sales close and how much revenue is generated. Thus, a
large gap exists between marketing and sales organizations."
Read the entire article here.