If your Marketing Leaders and Sales Leaders are not jointly presenting KPIs then you probably hear "we don't have enough leads" and "our leads are just not good enough" ringing down the corridors as a great excuses for poor sales results. Lets just look at one marketing activity KPI in email marketing: Call To Actions (CTAs). So what if there were 50 CTAs in a 400 email marketing campaign but the follow-up action is undefined or unknown? The entire marketing tech stack should