The Lead Generation Process

The lead generation process is often simple to describe in steps but complex in terms of delivery and departmental responsibilities. This function can be fast paced and high volume with stretch targets. As a business scales, a lot can be demanded from the tools that support this process.

This chapter gives you the tools you need and the confidence to explore, understand, and document how your organization generates business, and capture the associated requirements. We will explore the similarities and differences between lead generation and demand generation, and then consider how they apply in both a business-to-business (B2B) and business-to-consumer (B2C) context. This will help you understand the differences between the two and inform your conversations with business stakeholders. We will then review the capabilities in the Sales Cloud that support lead generation.

Our focus in this chapter will be on two main objects, Leads and Campaigns, and...