Lead generation requires advertisers to blend a bit of art and science to succeed. Unlike ecommerce, our in-channel conversions may or may not lead to revenue for our companies. Our job is to test new strategies, find the avenues where we can generate good quality leads at a low enough cost, then leverage our strategies to help close the deal. Learn how to: Track and evaluate all channels to understand what is performing best. Balance quality vs. quantity in lead generation to keep both your CPA low and your sales team happy. Incorporate CRM data to optimize in channel strategies. Operate beyond the initial lead to impact metrics further down the funnel to where the real money is made.