It’s obvious that every business under the sun is highly dependent on its marketing and sales team for generating profit. But for marketing personnel to maximize their performance, sales leads are the most crucial link in the entire chain of the revenue generation process. In fact, the quality and quantity of sales lead often become the key differentiators between rival organizations vying with each other to grab a slice of the market share pie. However, society as a whole has witnessed a sea change in computing prowess and its implications during the last decade. No wonder, incipience of Information Technology as the key driver of our lives has revolutionized the very concept of the lead generation process too.

Lead generation has been conventionally perceived as the marketing process of instigating interest of the target group in a single or range of products and services, aimed at creating a sales pipeline. But contemporary practices of this technique have been developed with emphatic usage of multiple digital channels that encompasses integrated online and social platforms due to the emergence of self-directed buyers, who performs a comprehensive online research before deciding to purchase from a particular vendor. This is more true for tech-savvy young generation of developed economies like the European Union, USA, Canada to name a few; the trend is gaining momentum in developing markets too. Also, reliance on 3rd party data provided by market research firms has been diminished by the concept of owning big data. Most importantly, data analytics has made business decisions extremely fact-based, which is in sharp contrast to the earlier mindset of combining intuition and personal experience.

In this context, of particular interest is the dynamic economics of the European Union, which is evolving and consolidating at the same time. It’s a tricky environment and desperate time for marketing professionals across companies and countries. The biggest challenge for them is to generate high quality leads – the pre-requisite for driving successful campaigns and converting prospects to customers. The complexity is compounded by lack of affordable resources that can provide crunch data for feeding effective tactics like telemarketing and promotional emails. Fortunately, Chief Marketing Officers are pulled out from the abyss by Information Technology sector, which periodically launches versions of lead generation software for UK, France, Germany and other major economic powerhouses in Europe – helping to revamp the balance sheets and investor sentiments across the continent.

But change is inevitable and lightning sometimes strikes twice! The socio-political scenario in the UK is going through a radical change. After Ireland, it’s time for Scotland to break the old ties and establish its independent identity. As a consequence, from a marketing perspective, lead generation software for the UK will be of greater relevance. Economic pundits are speculating the possible impact of this split up because of numerous modifications in identification pointers like website domain names, postal addresses and phone numbers. If these changes are not sorted out at the earliest, they might trigger instability in businesses. Definitely, vendors providing lead generation software for the UK, after political reconciliation, will need to revise their source codes and algorithms to cater to the business requirements of the modern United Kingdom.