Paul Petersen interviews  CEO Matt Heinz (Heinz Marketing) and they discuss among other things that the primary job of marketing is to build a pipeline. But without metrics, no one buys a beer.   Heinz said it isn’t marketing’s responsibility just to build more visitors, tweets, likes, etc., but to generate a sales pipeline that is valued by salespeople.   They discuss: Why it’s a struggle to get marketing to understand their goal is to build a pipeline Marketing has to put cheese in the right place Marketing has to deliver consistent results Ask versus give There has to be a good technology to bridge the gap between marketing and sales Marketing has to have the right activities, processes, and systems to deliver a pipeline Sales and marketing have to agree on what the right metrics are for them both Marketing has to generate metrics to buy a beer About Matt Heinz A prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor but his actionable and motivating takeaways.  Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success, and customer loyalty. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales & Marketing Influencers.  Matt restored his 105-year-old historic farmhouse in Kirkland, Washington with his wife, Beth and shares it with three young children, a dog, two rabbits, and seven chickens