I remember a leadership meeting long ago that got heated. I was worried the legal teams weren’t converting the marketing leads we were getting. The legal teams claimed the marketing wasn’t generating good leads. That meeting lives rent-free in my head. I wonder how I would handle that conversation now. First, I knew that I was right. The legal team had lost several marketing leads. I had the facts in front of me – I knew these were cases we wanted and should’ve signed. But… this conversation also came at a time when the marketing wasn’t growing on pace with expectations. Our conversion rate was an issue, and I was right to mention the lost leads and “leaky bucket” issues we had. However, I also have learned to trust the intake teams. When they say the leads aren’t good, they are usually right. If lead-flow or quality of leads is an issue, I work on LEAD GENERATION – not trying to discover how many leads the intake teams ‘lost.’
Sounds like a challenging situation to navigate, reflection is always key.
Marketing, legal teams cooperate for success.
I dunno, friend, in my experience this is almost always a both/and problem.