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Capability Library


Lead generation and prospecting

Lead generation and prospecting

Related Terms:

Lead generation and prospecting is the process of identifying and nurturing potential customers. The process involves identifying individuals or businesses that are likely to be interested in the business’s products or services and then engaging with them to build a relationship and convert them into customers.

Beginner competence definition

Beginner-level salespeople can identify potential customers using a range of sources, including social media, referrals, and website visits. They should also be able to initiate contact with potential customers and have an understanding of the key features and benefits of the business’s products or services.

Intermediate competence definition

A salesperson at the intermediate level should be able to use a range of tools and techniques to build relationships with potential customers, including email marketing, social media, and networking. They can qualify leads effectively and prioritize them based on their likelihood to convert. At this level, a salesperson should also be able to track and measure their lead generation and prospecting activities and adjust their approach based on data and feedback.

Advanced competence definition

Advanced-level salespeople can develop and implement a lead generation and prospecting strategy that integrates seamlessly with the broader sales strategy. They should also be able to coach and mentor other members of the sales team in effective lead generation and prospecting techniques. At this level, a salesperson is able to use advanced data analysis techniques to identify trends and opportunities in the sales pipeline.


Sales strategy and planning


Account management and customer retention

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