Henry Ford was asked why he named the first Ford the model T. He replied because model A, B, C, D, E, F etc all failed. This shows that failure is sometimes an opportunity to keep improving. Trying and generating a healthy pipeline through sales lead generation means continually trying and testing different approaches over time.

According to leading marketers, rather than delivering campaigns in isolation, the critical success factor is bringing all the elements together including data, audience profiling, content and channel delivery into a well planned and managed sales lead generation programme. The evidence is that in today’s marketplace this is delivering results for those able to do it well.