Traditionally, marketing has been responsible for lead generation, or "demand generation," as it is sometimes called. Sales, of course, has to go out and "seal the deal." That business model raises a big question ... who tends the opportunities that are viable and legitimate but not "sales-ready" yet?

Several of my clients have moved lead development from marketing to sales, while other clients moved it from sales to marketing. Here's why:

•  Marketing to sales : in firms where telemarketing lead people are matched to particular field sales reps, the rationale has been continuity and coordination. Pluses: greater coverage in multi-contact accounts. Minuses: field sales often gives lead development scant attention. Also, the telemarketers may function more as AAs to the sales reps rather than as full partners.

•  Sales to marketing : at companies where the field crew cannot or will not attend to opportunities that are not right-now “sales ready.” Pluses: usually, telemarketers are more willing and able to develop the “not yets” than sales. Minuses: sometimes yields “us v. them” attitudes rather than collegial, synchronized business behaviors.

I recommend you carefully analyze both the realities and the perceptions of your company's customer acquisition process. Try to set internal politics aside. Determine marketing's v. sales' ability and will to take the steps required to find, nurture, and land new customers. Also enlist my professional expertise and guidance. 800 373-3966 .