You need more sales. More conversations. More momentum. More results. So how do you get there? Is it through lead generation or appointment setting?
Most businesses use the terms interchangeably. But they play very different roles. One fuels potential. The other turns it into progress. Get it wrong, and you’ll either chase the wrong leads or spend time in meetings that go nowhere.
What is lead generation?
Lead generation is about creating interest and identifying the right kind of prospects. It could come from digital campaigns, downloads, events, or cold calling. It delivers awareness, volume, and early signals – but not always sales straight away.
Useful to know:
80% of marketing leads never convert into sales without proper follow-up (MarketingSherpa).
In B2B sectors, typical lead-to-sale conversion rates range from 1% to 4% – depending on the quality and follow-up process (UnboundB2B).
What is appointment setting?
Appointment setting takes that interest and turns it into a sales opportunity. It’s where more complex conversations happen – where you qualify properly, gauge interest and find the right timing. Put in the hands of someone who knows how to talk to people, not just someone reading from a script, it turns leads into actual opportunities.
Why it works:
Qualified B2B appointment setting can convert to opportunities at 60–82% (Belkins).
Human-led calls can increase campaign ROI by up to 40% vs automation alone (Rain Group).
Live calls triple the likelihood of advancing a sales opportunity (Concept Ltd).
Why both matter – but not always at once
Businesses often fall into these traps:
Assuming every lead is ready to talk.
Booking calls without checking need, budget, or fit.
Relying on automation to build trust.
Using the same tone for prospecting and follow-up.
Lead generation and appointment setting are different disciplines. They should work together – not compete.
What should you focus on right now?
Ask yourself:
Struggling to generate any interest at all? Start with lead generation.
Got warm leads that aren’t turning into meetings? Prioritise appointment setting.
Busy team, no time to follow up properly? You need a joined-up approach.
You don’t always need more leads. Sometimes, you just need to do more with the ones you’ve already got.
Try this with your next campaign
Audit your last 50 leads – Were they followed up by phone? How fast? What happened next?
Check meeting quality – Are your booked calls actually converting?
Test live follow-up – Take one campaign and add live calls for a week. Measure the shift.
Map the drop-off – Where are people stalling, before the first call or after the first email?
Feed it back – Share insights with marketing. It’ll improve targeting, timing and tone.
If you’re only generating leads without proper follow-up, you’re relying on curiosity to carry the sale.
But curiosity fades.
Sales happen through conversation. Through timing. Through trust.
And that only comes when lead generation and appointment setting work hand in hand.
Felicity Francis
Self-confessed telemarketing enthusiast (25 years and counting). Still getting answers while others get auto-replies.
Managing Director, Talk Results.
