Revenue, profit, cost of sales...all depends on DEMAND GENERATION your product or service holds in the market.  For most industries, DEMAND GENERATION comes in the form of QUALIFIED leads. A sales department CAN NOT function without QUALIFIED leads.  In order to increase QUALIFIED leads, companies need to focus on lead generation activities that move you from cold calling to first advance.  That requires a blend of process and technology that gives your sales force the leverage to move the sale forward.