Marketing is overflowing with acronyms. ABM, SEO, B2B, B2C, CMS, CRM…the list goes on. And as Marketeers, we are used to dealing with the shortened form of these important marketing terms. However, the issue comes when these acronyms mean different things to different people.
An example of this is when it comes down to lead qualification. There is a huge amount of discussion about marketing and sales alignment across the industry at the moment, and what we can do to create a blended team. However, how can we create sales and marketing harmony when we are speaking different languages? We as marketeers spend our time trying to generate MQLs and nurture them down the funnel to pass on to sales, so that they can become an SQL. However, there is going to be some serious confusion and time wasted if the criteria for lead terminology is not agreed upon from the outset.