We talk about lead generation a lot, and your boss – and your boss' boss, and your old boss' boss' boss – probably does too.

And rightly so.

It's where the sales journey begins, and if you want the rest of the sales process to run smoothly (which you absolutely, most definitely do), you want to make sure you're generating and qualifying leads effectively and not letting the wrong kind of leads through.

Which is where lead generation metrics come into it.

To know if you're doing something effectively, you need to track. To know if you're doing something wrong, you need to track. And to track, you need KPIs and metrics.