The Trust Gap in Marketing Qualified Leads

The quality of marketing leads is an age-old sales gripe. David Mamet famously captured this sentiment in the 1984 play (and 1992 movie) Glengarry Glen Ross. The leads were so bad, they became a running joke among the sales team. In 2002, B2B research firm SiriusDecisions gave the problem a framework, the Demand Waterfall, and its now ubiquitous byproduct, the The post The Trust Gap in Marketing…