The quality and quantity of leads can cause a significant amount of heartburn between sales and marketing. Marketing can generate leads until the cows come home, but if they’re not the right kind of leads, they’re useless to sales.

Sales and marketing are two sides of the same coin: Both are trying to get your brand noticed and increase revenue, but they are often not on the same page. When sales and marketing are not aligned, it can feel like a game of tug of war and the two departments feel like they’re at odds with each other. It can cause frustration, and it can cause your company to lose revenue.

Getting marketing and sales on the same page is critical to the success of your company, but it’s often easier said than done. Even though most business leaders are aware of the benefits of sales alignment, many companies have trouble making it happen.