If we think of brands like people, they grow up over time. For many of us, we see confusion and chaos when brands are in a “teen” state — trying on lots of different identities while trying to find out who they really are.

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.