Revenue, profit, cost of sales...all depends on DEMAND GENERATION your product or service holds in the market.  For most industries, DEMAND GENERATION comes in the form of QUALIFIED leads. A sales department CAN NOT function without QUALIFIED leads.  In order to increase QUALIFIED leads, companies need to focus on lead generation activities based on their unique positioning statement.  The illustration below depicts the five critical areas that mymarketplan.com  focuses on to increase our clients QUALIFIED leads, which in turn increases sales and profits while lowering the cost of sales.