What is Lead Generation?
Lead generation is the process of attracting and capturing the interest of potential customers with the goal of developing a sales pipeline. It's the first and arguably most important step in any sales process. Lead generation activities can include content marketing, paid advertising, email marketing, and events. In a partner program, lead generation is a shared responsibility. The vendor generates leads to pass to its partners, and the partners are also expected to generate their own leads through their own marketing and sales efforts.