Which of the following best captures how marketing and sales should collaborate?

• A. Marketing generates leads; sales converts leads.
• B. Marketing handles all pricing; sales handles compliance.
• C. Marketing excludes sales from campaigns.
• D. Sales develops branding strategies only.

Answer: (A)

The main idea is a clean handoff between marketing and sales. Marketing should create demand and generate leads, using campaigns, content, and nurturing to build interest. Sales then takes those leads, qualifies them as opportunities, and works to convert them into customers through qualification, presenting financing options, negotiation, and closing. This collaboration keeps the funnel efficient and ensures consistent messaging, often supported by agreed-upon lead criteria and service-level agreements so both sides know when a lead is ready for sales engagement. The other options misplace responsibilities or exclude essential activities—pricing and compliance aren’t solely marketing tasks; excluding sales from campaigns breaks the feedback loop; and branding strategies are primarily handled by marketing, not sales.