This article is an interview of Anthony Cole by HubSpot's Peter Caputa. Tony is a sales development guru and the founder of Anthony Cole Training Group. Anthony Cole Training Group (a HubSpot customer) helps individuals and companies drive consistent and predictable sales growth. Tony's blog is called the Sales Java blog and you can find out about his live webinar series here.

In marketing, we call it "generating leads." In sales, it's usually called "prospecting." Whose job is it anyways? 

While salespeople have always been measured on their ability to generate leads, inside sales people are often measured only on their ability to turn a cold list into warmer leads for their outside reps. However, even outside sales people who do their own prospecting are measured on their ability to fill the top of their funnel based on what leads turn into sales at the bottom.

Great marketers generate demand for their sales teams. With online marketing, marketers are now being measured on their ability to do so. With measurement comes great responsibility.

As a marketer, a