Compare the current definitions
Ask both teams to describe the stages they use. Identify differences that affect reporting, acceptance decisions, or what each side considers a successful campaign.
MARKETING & SALES ALIGNMENTINDONESIA
Get marketing and sales working from the same picture.
Marketing sees campaign responses. Sales hears the buying context. SAB Synergy helps teams connect those perspectives through shared lead definitions, practical review habits, and clear decisions about what needs to improve next.
SAB
By SAB · Jakarta
Connecting marketing and sales since 2017.
GIVE EVERY STEP A PURPOSE
01
STARTING POINTDefinitions
02
A CLEAR PROCESSDiscussion
03
FOLLOW-UPDecisions
One process. Clear ownership.
FOR Business leaders bringing marketing goals and sales feedback into a shared operating planExplore our approach ↓
HOW WE WORK
Understand the business.
Agree on the next move.
We work with your team to agree on priorities, deliverables, and how to measure progress.
Agree the working criteria
Write the entry conditions, exit conditions, and decision owner for each stage. Keep the rules simple enough to apply consistently to real enquiries.
Prepare a shared review
Choose the data and conversation examples to discuss. Include accepted and declined leads so the team can compare similar evidence rather than isolated impressions.
Make a decision and assign it
Choose a supported improvement to targeting, messaging, pages, or follow-up. Record who owns it and what the team will check at the next review.
WHAT YOUR BUSINESS NEEDS
Lead quality becomes an argument when the definitions are missing.
Marketing can meet its lead target while sales sees few suitable opportunities. Both may be measuring something real at different stages. We help turn that disagreement into specific questions about fit, information, timing, and follow-up, so the next review ends with an actionable decision rather than another round of competing impressions.
Define the stages using examples
Translate qualified lead into conditions people can check. Work through actual enquiries together and clarify when a conversation is accepted, deferred, or returned for more information, with an owner for each decision.
Connect measures without blurring ownership
Look at source, initial fit, sales acceptance, and conversation progress as separate stages. Shared measures should reveal connections while leaving each team clear about the work it can actually influence.
Turn feedback into a change
Use rejection reasons and recurring questions to identify something to improve. Assign the action and decide what evidence the next review needs, so campaign learning returns to targeting, messaging, and enquiry handling.
SELECTED SAB WORKEnergy · B2B
Pertamina Energy Terminal
SAB worked on website messaging, cold email, digital channels, brochures, and a company profile for Pertamina Energy Terminal’s international audiences. Marketing communication and sales material supported the same explanation of the business. For marketing and sales teams, that consistency is practical: what a campaign introduces should match the information used when a buyer starts discussing the service in detail.
Explore SAB’s workExplore the project in our company profile, then talk to us about your own brief.
BEFORE WE TALK
A few things
you may be wondering.
Why do marketing and sales judge leads differently?
They often see different stages. Marketing observes response and enquiry sources, while sales examines needs and buying readiness. Using lead for every stage makes the difference look like a quality dispute. Agree the definitions and required evidence before comparing totals or assessing either team’s contribution.
Do we need to use MQL and SQL?
No. Plain labels such as enquiry received, accepted by sales, and need confirmed can work. What matters is the entry condition, exit condition, and decision owner for each stage. Abbreviations only help when everyone uses them with the same meaning.
What belongs in a joint review?
Bring source changes, examples of accepted and declined enquiries, recurring questions, and reasons conversations stalled. Include enough context to assess each example. End with a small set of changes and named owners, then revisit those decisions at the following review.
What if we have very little data?
Use the conversations available and state the limitations. Early reviews can still clarify definitions and expose an obvious operating problem without claiming a proven market pattern. Record provisional agreements and revisit them as evidence grows rather than waiting for a complete dashboard before resolving ambiguity.
TELL US ABOUT YOUR BUSINESS
Put a shared definition behind lead quality.
Identify where the teams disagree and what they need to decide together.
Answer four quick questions to put together a starting brief. Copy it or bring it to a conversation with SAB.
Talk directly to SAB