# Defining GTM Process {% embed url="" %} #### Market Processes: A Source of Conflict Market processes can be a significant source of conflict between sales and marketing teams. This is because these processes often involve the handoff of leads from marketing to sales, and there can be disagreement about the quality of the leads, the timing of the handoff, and the process for managing and tracking leads. #### Misalignment on Data Definitions and Processes Another common cause of misalignment between sales and marketing teams is a lack of agreement on data definitions and processes. This can lead to confusion and errors in the lead generation and qualification process. For example, if the sales team is using a different definition of a sales qualified lead (SQL) than the marketing team, then this can lead to the sales team rejecting leads that the marketing team has qualified as SQLs. #### Routing and Handoffs To ensure alignment between sales and marketing teams, it is important to have clearly defined routing and handoff processes. This means specifying what happens when a potential qualified lead (PQL) comes in, what happens when someone fills out a form on your website, and who is responsible for managing and handing off those leads. By having these processes in place, you can avoid confusion and ensure that leads are being properly followed up on. #### Aligning All Aspects of the Process In order to achieve true alignment between sales and marketing teams, it is necessary to align all aspects of the process. This includes having a shared understanding of the goals, objectives, metrics, data definitions, processes, and routing and handoffs. By taking the time to align these aspects, you can create a more efficient and effective lead generation and qualification process. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://docs.leanscale.team/aligning-sales-marketing/defining-gtm-process.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.