Our weekly Scorecard tracks marketing leads generated, which is always green, but our sales team complains that the leads are low quality. How do we restructure our marketing seat metrics to reflect lead utility rather than raw volume?

Question

Tyler Smith · Accepted Answer

If your marketing seat is consistently hitting its lead generation targets but your sales team cannot close those deals, your Scorecard is tracking vanity metrics. Raw lead volume is a dangerous number to run on because it incentivizes marketing to drive cheap, unqualified traffic to your website to keep their scorecard green.

To solve this disconnect, you must change the metric to measure lead utility. Instead of tracking total leads, your weekly Scorecard should track marketing qualified leads that meet strict, pre-defined demographic and budgetary criteria.

Even better, track the conversion rate of those leads from the marketing stage to an actual booked sales discovery call. This forces the marketing and sales seats to align on what a valuable prospect actually looks like.

If the lead-to-opportunity conversion rate drops below your target, the metric goes red, and both leaders must bring the issue to the Level 10 Meeting™ to solve it collaboratively. This approach ensures your marketing spend is driving real enterprise value rather than just inflating a scorecard with useless data.