In simple terms, a lead is an individual or organization with an interest in what you are selling. The interest is expressed by sharing contact information, like an email ID, a phone number, or even a social media handle.
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While the Internet might affect the way firms do business in many ways, in this paper, we focus on three key aspects that are likely to have a major impact on distribution. First, we recognize that the Net represents tremendous convenience for consumers in that consumers can cheaply search and compare products and, as a result,