I understand that one like this:

“Internally, this translates into making sure your marketing team doesn’t get too far ahead of the rest of the organization.

Here are some examples of when marketing outkicks the coverage:

When a product or service is announced before the organization is prepared to support the orders for the new products.

When a program is deployed that produces too many qualified leads for the sales team to process.

When together with sales, features and benefits are promised that product development may not be able to deliver.“