Marketing and Sales have debated lead quality for years. Marketing sees engagement, campaign responses and rising lead scores; Sales sees conversations that go nowhere. The underlying problem is rarely a lack of effort—it is that the two teams are using different data, definitions and measures of success.

New developments in AI and CRM are changing that. By bringing customer data, behavioural signals and commercial outcomes together, businesses can create a more objective, evidence-based view of what a high-quality lead actually looks like.

In this session, we will explore how marketers can use AI and CRM to establish a shared source of truth with Sales, identify the signals most closely linked to genuine buying intent, and continuously improve how leads are evaluated and prioritised. We will also examine what this means for reporting, pipeline conversations and Marketing’s ability to demonstrate its commercial contribution.

You will leave with a clearer understanding of how to move beyond subjective lead scoring, focus teams on the opportunities most likely to convert, and build a more productive relationship between Marketing and Sales.