Everyone knows that any successful business has an abundance of good, qualified leads. The question is how to get them. Who's responsible? Sales or Marketing? In most organizations, even in most large organizations, the reality is that the sales department is responsible for its own leads. The trouble with this situation is that selling is a very different activity from prospecting. Selling is inherently personal. Thus, it takes more time. Prospecting, on the other hand, can be achieved at a level of mass communication, even if mass customized communication. Because all marketing, even one-to-one marketing, operates at the level of mass communication, one-to-one marketing remains elusive. Indeed, if one were to actually attain true one-to-one marketing, I would suggest that one is really selling.