Why lead generation deserves your attention

You may share the view of many sales managers who argue lead generation is necessary but not very exciting. Or you may believe lead generation is reliant on marketing and outside your direct control.
However, lead generation deserves your attention because of the rewards it can offer.

“Lead generation is the Cinderella of sales and marketing, but without the glass slipper. It does not get the attention that it deserves in most organisations and… there is a price to be paid in terms of lost sales.”