A catchphrase for the practice of coordinating sales and marketing operations. In an ideal world, marketing would hand over a large number of fully qualified leads to the sales team, who would then work each lead enough times to close them 100% of the time. However, because this isn’t always the case, it’s critical for Marketing and Sales to coordinate their efforts to have the greatest impact on the bottom line possible. (To learn how to combine your sales and marketing operations, download our free guide.)