How to avoid playing to an empty theatre

In most businesses, there is a gap – we call it ‘Sales Enablement’. That gap exists in the netherworld between marketing and sales. Either the sales capability isn’t geared up to deal with the planned (or sometimes unexpected) demand, or more commonly there is nobody to translate what you’re getting in from potential customer engagement to a qualified sales lead. So your orchestra is playing its heart out, people are flocking to hear more but you left the doors open and forgot to put anyone in the Box Office.