What does it take to generate a lead?

by Erika Cannon
[email protected]

A Lead is the culmination of a work process that encompasses accurate database development, effective communication methodology and persistent effort.

In other words: WORK.

And that’s just the tip of the iceberg. Or, should I say, that’s just under the iceberg?


About 90% of an iceberg is underwater. We never see that, except for when an experienced photographer uses specialized cameras (plus a little technology – this picture, a well-known image, is actually a digital composite) to show us the whole picture.

A lead is like the part of the iceberg that floats on the surface, just where your average Carnival Cruiser thinks the iceberg begins. I don’t mean to liken the job of the sales team to a cruise, but there is a lot of work that happens before the sales guy gets a hold of the lead. It’s already had a long journey before he starts work on it.

Sales isn’t a cruise. This, however…

Finding the right company, the right person, the right email, the right phone number, sending the right kind of information, at the right amount, at the right time, so that they would like to enter into a conversation takes a lot of carefully planned and executed work.

Having the right data, methodology and effort in place to do that work is key. Your sales team will thank you.

Won’t they?

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