“Efficiency is doing things right. Effectiveness is doing the right thing.” Peter F. Drucker. In many business-to-business sales organizations, the marketing team is charged with generating leads and starting the sales process, then nurturing the leads until the appropriate time for a hand off to the sales team to close the transaction. Effective collaboration between marketing and sales is crucial to maximize success. Marketing departments are often incentivized directly or indirectly to capture the greatest number of leads. There is some logic to the idea that the wider the lead  ...