Lead generation starts with self-awareness: knowing what your company does best, and knowing which companies are the right fit for what you sell. There’s much to consider as you evaluate your sweet spot and determine which companies and players to pitch to. Make sure you do your homework and know your target organization’s structure and inner workings. Find the right internal partners with which to align yourself. Each new organization might call for a different pitching method. Once you figure that out, you can focus on building relationships, building trust, and eventually closing sales.