Lead Generation Job Description


Organizations need to be able to sustain business performance by adding and retaining new customers. To bring in sales revenue, companies hire lead-generation professionals to persuade customers to purchase their products and services. Lead generation is the process of collecting and recording the contact information of prospects, or leads, using website forms, databases, cold-calling and other promotional methods.

Uncovering Prospects' Needs

  • Lead-generation professionals or specialists call businesses, individuals, institutions or government agencies to inform them about their company's product features, prices and benefits. These workers must uncover the prospect's needs and business goals and determine whether their company's solution addresses the potential client's problem or issue. Lead-generation specialists also are responsible for qualifying leads based on such factors as the prospect's budget and requirements, and passing it along to the sales team.

Experience And Education

  • A college degree is not required for a lead-generation position, though most employers require that candidates hold a high school diploma. College courses that help prepare for a lead-generation position include business administration, public speaking, interpersonal communication, marketing principles and computer technology. Experience as a telemarketer or phone marketer is helpful for landing lead-generation jobs.

Presentation and Networking Skills

  • Since the majority of a lead-generation professional's time is spent prospecting over the phone or in person, excellent oral and presentation skills are needed to succeed in this job. Employers require that candidates possess basic computer skills in word processing and email software applications. Lead-generation specialists should also be able to build strong networks, handle rejection with poise, and work well in teams or independently.


  • The average annual salary for a lead-generation specialist in the United States was $61,000 as of May 2014, according to the jobs website Indeed. Job earnings for this position differ based on company, industry, commission rates, education and experience levels, and employee benefits.

Stressful Work Environment

  • Although lead-generation professionals generally work in an office environment, it is common for them to work remotely from home-office locations. Work can be repetitive and stressful, since it is common for these professionals to earn commission based on the number of leads they qualify, and if they meet quarterly and annual sales quotas.

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