If you missed the last post, Compelling Argument Against Cold Calling, it is piece you have to read several times to take it all in. I think there are two key issues. The first is cold calling and the second is lead generation. I'll set the record straight. If you are in sales, cold calling isn't optional. It is a must— but, most organizations are not being strategic enough about their cold calling approach and many are not focused at all on lead generation tactics.