Fit. Intent. Qualification

The three things a marketing and sales team must unite around. 

Fit: What types of business are we pursuing and who are the buyers?

Intent: What are signals that tell us someone might be looking for a solution like ours?

Qualification: What do we need to understand at different stages to validate the account and buyers are legit?

It's best that you debate, deliberate, and document all three. 

Any misalignment in the three will create inefficiencies, wasted resources, and headaches. 

Which know one likes.