There are key components at the heart of any business: products and customers. Every other function and activity exists to keep these aspects content and thriving. They have a symbiotic effect on one another – products are designed with customers in mind, and customers influence the evolution of the product. Creating this relationship is crucial for any business – and lead generation is an essential part of this process. Using the terms ‘lead’ and ‘prospect’ interchangeably defeats their purpose. There are important differences between the two, including why they’re both important, how to convert leads into prospects, and why you