Lead generation efforts are generally focused on identifying and qualifying high grade selling opportunities for the sales force. For the most part, lead generation programs do not generate order taking opportunities. If the prospects are ready to buy, the lead generator might just as well take the first order there and then.
In reality, sales only take place due to the persuasive ability of a sales rep to win the new customer and come away with the first order, as the final step in a program of lead generation, lead nurturing and lead qualification,
To this end I've posted a new in depth article entitle "Leads don't sell. Only sales people do." on the ETI Website that takes an in depth look at how one needs to calibrate a lead generation effort for maximum impact.