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However, a lead can also come from a current customer making phone contact or providing a verbal recommendation to a potential new client. A company’s sales and marketing teams need to cultivate an interest in the people they intend to sell to achieve the best possible outcomes from a lead generation effort. In practically every organization, generating new leads is critical, regardless of whether you’re in the business-to-business or business-to-consumer. Any company’s marketing and management staff will utilize the word “Lead Generation” at least once a day, regardless of the size of their business. Even running a business is only possible because of lead generation.