Been struggling with this for months now. Marketing celebrates high CTR while sales complains about lead quality.
Seems like we’re optimizing for completely different things. How do you actually get both teams rowing in the same direction?
We dealt with this exact thing on a dating app. Marketing cared about installs, sales couldn’t close anyone.
Switched our main metric to cost per paying user instead of installs. Marketing’s numbers looked terrible when users didn’t convert, so they had to focus on quality.
Started doing weekly meetings where both teams looked at one dashboard - same conversion data, no separate reports. Cut down on the finger pointing.
Took about 6 weeks, but revenue per lead jumped 40% once marketing started going after people who’d actually pay.
Track revenue per lead, not just lead volume. Makes marketing focus on quality too.