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Now a days lead generation seems to be being shared between sales and marketing and this is working for many organizations. Historically lead generation has fallen to sales but with the modern digital era it is clear that marketing are now having a bigger impact in this area. Marketing will optimize with the website content to funnel more traffic to the website. Marketing will tend to focus on areas such as

Marketing leads will tend to be inbound, and sales leads will be outbound. Sales leads on the other hands tend to reach out to people and companies similar to there current customer base. Marketing leads can have an open message and it can be unclear on who they are targeting as they do not want to push people to ignore their message. A sales qualified lead usually gets to the sales team directly and quickly. Before a lead can get to sales, marketing lead must become a qualified marketing lead, and then onto a sales qualified lead. Sales lead generation usually falls to sales, and marketing led generation is mostly dealt with by marketing. There are many arguments to whether sales should be left out of lead generation to only focus on closing the qualified leads that marketing has passed onto them rather than ‘pounding the pavement’ taking on all leads whether they be good or bad. Although this is a new modern day business dynamic still being adopted. Marketing generates leads and sales teams close them. Sales and marketing can then work as a partnership and approach lead generation cooperatively and enjoy a flow of leads from all sources. In order for sales and marketing to work together as a partnership on lead generation it must first define and agree on what a qualifying lead actually is. It can be impossible to measure if lead generation is sales or marketing if the organization doesn’t have a definition of what consists as a qualified lead. So, is lead generation sales, marketing or both?

Traditionally the role of lead generation has been left to sales, but in the modern digital era there are a lot more factors to consider. Some companies have now allocated lead generation solely to marketing to allow sales to focus on closing the leads. It is then the role of the sales team to pick through the quality of leads. It seems marketing is doing everything in the area of lead generation and the forwarding the leads to the sales team. In many companies there is a more or less permanent state of conflict that exists between marketing and sales and more specifically who is responsible for lead generation. Lead Generation Is lead generation sales or marketing?