Lead generation is the process of attracting potential customers to your products and services. It is a part of both sales and marketing, but each has its distinct roles. Sales is focused on turning leads into customers, while marketing is focused on creating and delivering content to attract and convert leads. In order to be successful, both marketing and sales need to work together to create an effective lead generation process. Sales teams use techniques such as cold calling and email campaigns to prospect and connect with leads, while marketers use techniques such as SEO, content marketing, and social media to capture leads. Ultimately, lead generation is a shared responsibility between sales and marketing teams.