Without a doubt, lead generation is crucial as the beginning of the sales process. However, generating a lead does not ensure a competed journey through the sales cycle and conversion to a sale. In a B2B sales environment, a marketing team may be focused on overall numbers, generating quantity on the theory that more leads will create more conversions to sales, and thereby more revenue. However, this is not necessarily the case. A prospect must have the intent and ability to purchase. In B2B environments, collaboration between marketing and sales is important to achieve success. The  ...