Lead Generation & Research
The Lead Generation and Research function is closely tied to the Marketing function. They are responsible for developing pre-screened (i.e., qualified) sales leads that match the persona of a typical buyer through a variety of channels (e-mail newsletters, social media, direct mail, online research, etc.), researching those leads and passing them to sales employees (Inside or Outside Sales staff) for follow-up. Information on sales leads (address, phone number, email, contact history, job title, direct reports, etc.) are often compiled in a customer relationship management (CRM) application for future reference.
NOTE: Lead Generation & Research employees may work closely with the Marketing Group. Read more about marketing here.