Sitting there, sipping on your fourth coffee, staring at your CRM like it’s about to magically sprout leads. Hitting refresh on your inbox like the sales gods are about to drop a golden opportunity straight into your lap. Your pipeline? Drier than a gas station turkey sandwich. Your sales team? One bad month away from collective burnout. Your boss? Asking why leads aren’t flowing in like the Nile while you try not to throw your laptop out the window.

Let’s talk about B2B lead generation. It sounds complicated, right? But it’s really just a fancy way of saying, “finding the right people for your business and getting them interested in what you offer.” The challenge? Not all businesses are the same. What works for a software company probably won’t work for a manufacturing firm. That’s why you need a different approach for different industries.

Sales managers and reps face immense pressure to deliver results—understanding how to operate within your Overton window could be the key to career survival. I am not typically drawn to political discussions. In my experience, politics can often lead to negativity and unnecessary stress. The last time I watched political news shows, it was during the Clinton administration. Instead of television news, I prefer reading The Economist or other well-regarded publications that focus on insights rather than divisive opinions. I have a theory that we often get the leaders we need at a particular time rather than the ones we necessarily want.