How do I choose an outsourced B2B lead gen company

How do I choose an outsourced B2B lead generation company under budget and accountability pressure?

Require a contractually defined SQL standard before you shortlist anyone. No SLA, no deal. SQL means a target account, a confirmed problem, and a scheduled discovery with an economic buyer, written into the contract with a dispute process and a monthly acceptance threshold. Verify it with anonymized monthly acceptance rate reporting and cost per accepted SQL your CFO can read without translation. If a partners won't define SQL in writing, they're not a partner; they're a call center with a nicer website. Before you sign anything, read our B2B lead generation guide for board-defensible pipeline criteria.