This problem is usually a symptom of poor strategy and planning.
The first question you need to ask is how many opportunities you need and how many will come from existing versus new clients? Then, how much are you willing to invest to generate these opportunities, and is that budget reasonable to produce what you need. The issue also raises questions about the definition of “opportunity” and “qualification” and the need to align marketing and sales with common expectations.
When we hear this problem, it often points to the need for a proper marketing and demand generation strategy and plan, because clients don’t have one. If they do have a strategy and plan, then the issue could be execution and resources. We’ll dig in objectively to help them identify quick wins and get back on track.