Of course, nobody will admit it easily, but often marketing and sales departments are often two different departments and not well connected. Each team has its own expertise and strives to achieve their own objectives. Marketing sometimes thinks they have achieved their goals. Subsequently, it appears that these objectives do not match the objectives of the sales department. Result? Something that looked like a lead turns out not to be a lead at all. It is therefore important that marketing and sales properly coordinate which leads are valuable.

Shock marketing is based on the principle that sales objectives are directly in line with communal business objectives. Marketing objectives should be aligned to service the sales objectives. This requires accurate coordination between the marketing and sales teams. Because every hour spent on a cold lead that does not turn into a client is a waste of time and investment.