Ponderings From The Perch

Most companies hand their CMO and CRO different scorecards and then act surprised when they fight over the same leads. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney examines why the relationship between chief marketing officers and chief revenue officers breaks down before a single lead changes hands. The tension isn't about incompatible personalities or departmental turf wars. It exists because bonuses are tied to different outcomes, "qualified" definitions remain unspoken, and timing expectations never align. When one executive optimizes for brand awareness while another chases quarterly closes, no amount of collaboration workshops will bridge the divide that the org chart itself has severed. The marketing qualified lead becomes the flashpoint. Marketing celebrates engagement metrics and demographic fit. Sales dismisses anything short of active intent. Neither side agrees on what distinguishes browsing from buying. Yet, both departments de