So if you have invested in Content Marketing as part of your inbound efforts then super. On average Content Marketing returns 3 times the number of leads per $ than paid search so well worth the investment. At some point on your journey you will likely face a common challenge involving accountability and something of a war between Sales and Marketing.

Too Much pressure on Sales

If you make sales overly responsible for turning all leads into business then as soon as things get tough you will find them blaming marketing for bad leads. This happens all too often and simply creates a barrier in communication and the start of a blame game. This also distances Marketing from any responsibility for providing quality leads.

Too Much pressure on Marketing

Putting too much responsibility on marketing is equally troublesome. Marketing have little to no control over the sales process and closing business, so they feel disconnected and blame the sales team for not closing enough business. This also allows sales to further blame Marketing for poor lead quality.