My VP of Marketing and VP of Sales are constantly locked in a passive-aggressive battle over lead quality, and it is derailing our weekly leadership meetings. How do I get them to resolve this peer conflict permanently?

Question

Tyler Smith · Accepted Answer

When peer conflict between sales and marketing derails your leadership meetings, it often stems from misaligned incentives, individual status concerns, or a misunderstanding of working styles. To resolve this permanently, you must stop acting as a referee and empower your VPs to solve the issue at their level.

Resolving the Conflict Through IDS®

Bring the conflict directly to your next Level 10 Meeting™ and place it on the Issues List. Use the IDS® process (Identify, Discuss, Solve) to uncover the root cause of the friction. Often, this root cause is a lack of clear definitions.

• Have your VP of Sales and VP of Marketing co-create a strict, measurable definition of a qualified lead.
• Document this definition within your operational processes. This clarity helps prevent future disagreements. For more on process documentation, consider how to [simplify your EOS Process Component with AI](/qa/simplify-eos-process-component-with-ai).

Understanding Conative Profiles

Next, analyze their conative profiles using the Kolbe A™ Index.

• You might find that your VP of Sales is a high Quick Start who acts on instinct and needs rapid results.
• Your VP of Marketing might be a high Fact Finder who requires extensive data before making adjustments.
• Helping them understand these natural differences can significantly reduce personal animosity and foster mutual respect. You can also [analyze Kolbe Indexes with AI for project teams](/qa/analyze-kolbe-indexes-with-ai-project-teams).

Shifting to Enterprise-First Outcomes

Finally, shift their focus to enterprise-first outcomes.

• If their individual bonuses or performance metrics are tied to competing goals, they will continue to prioritize their own department's success over the company's.
• Align their goals to the overall growth targets in your V/TO® (Vision/Traction Organizer). This incentivizes them to cooperate rather than protect their turf. This shift in mindset is crucial for [leadership teams struggling to see the big picture](/qa/shifting-leadership-mindset-to-enterprise-first).

By addressing definitional gaps, conative differences, and incentive alignment, you can empower your VPs to resolve this persistent conflict and contribute more effectively to your organization's success.

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