Is Lead Generation a Top Business Objective? Here’s Why We Think It Should Be.

Whether you call it cold calling, prospecting, or new business development, lead generation is critical piece for the sales success formula. In many current sales structures, the salesperson in charge of lead generation also oversees setting appointments, finding needs, selling solutions, and ensuring contracts are fulfilled.

Sales managers are great at tracking pending business and placing accountability on the average number of new accounts. While these are important metrics to track, they’re also narrowly focused on the middle and end of the sales process. What if we placed greater accountability at the beginning of the sales process as well? Imagine placing more focus on lead generation efforts, whether through a specialist role or an inbound marketing agency, where qualified leads are regularly handed off to Account Executives.