We often measure a marketing campaign by this metric: did it get more sales? While this is ultimately an important result, it is really only a small part of the picture. One could argue that the ultimate measure of marketing’s effectiveness being tied to sales results has driven a wedge between marketing and sales teams. Marketing will argue their job is to provide leads and it is the sales team’s job to close the leads, so they are not responsible for sales results. Sales will complain that the leads are weak….