In the perfect world, business would grow year-on-year generating steady sales, healthy revenues, bottom lines and garnering paying customers. But this business utopia isn’t a reality yet! Because markets are changing, dynamics are changing, and the customer is changing! One of the biggest challenges faced by almost 80% of B2B or B2C businesses is – acquiring the right customer. We’ve encountered sales teams chasing leads from every corner of the earth. We’ve had entrepreneurs, start-ups and organisations asking us for an effective lead generation strategy that will churn customers through the business cycle. And each time our teams convey the same message. It is not one strategy or anyone leads generation tactic that will rope in customers for your business.