CHAPTER 6: Lead Generation and “Seeds, Nets and Spears” Distinguishing Leads: “Seeds, Nets and Spears” Example of “Nets” Marketing Funnel Example of “Spears” Prospecting Funnel Defining Prospects, Leads, Opportunities, Clients, and Champions Use “Layers of the Onion” to Sell for You How to Generate a Steady Flow of Inbound Leads Marketing Automation Best Practices: “How Marketo Uses Marketo” A Way to Generate Real Leads from Trade Shows & Conferences CHAPTER 7: Seven Fatal Mistakes CEOs and Sales VPs Make Not Taking Responsibility for Understanding Sales & Lead Generation Thinking Account Executives Should Prospect Assuming Channels Will Sell for You Talent Fumbles (Hiring, Training, Incenting) Thinking “Product-Out,” not “Customer-In” Sloppy Tracking and Measurement Command-and-Control Management Bonus: Under-investing in Customer Success CHAPTER 8: Sales Machine Fundamentals “Happy Customers Create Extraordinary Growth” Sketch What Works in Sales Has Changed 9 Principles of Building a Sales Machine