Marketers often believe their job is done as soon as sales leads start coming in the door. And that, ladies and gentlemen, is how marketing dollars are wasted. Successful marketers help turn leads into customer conversions because they understand that sales can be the most valuable metric for measuring new campaigns.

In attempting to fulfill their responsibility to connect campaigns to the bottom line, many marketers discover that their efforts are hampered by poor conversion rates resulting from an underperforming sales team. So, marketing needs to understand how to communicate with the sales department and effectively motivate the team responsible for converting leads. We brought in somebody fluent in the language of sales, Tim Brenton, President of the Brenton Group, Inc., to teach marketers the right questions to ask the sales management team and assess whether the right processes are in place for success.