In a landscape where complexity defines the norm, B2B marketers are under increasing pressure to deliver growth through precision, adaptability and measurable impact. At a recent India CMO session, run as an open house moderated by Manish Sinha, CEO of Zamun Services, senior marketing leaders explored the evolving architecture of lead generation, a domain where content strategy, sales alignment and intelligent targeting converge.  The discussion underscored a clear shift: from chasing leads to designing opportunity. As buying cycles grow longer and stakeholder groups become more fragmented, the imperative is not scale alone, but sophistication. With the right orchestration models and sharper attribution frameworks, marketing can move from a support function to a strategic growth engine. The attached conclusions paper summarises these discussions, but in brief:B2B lead generation is being redefined by the growing complexity of buyer journeys, widening stakeholder groups and rising demand for content-driven trust.In the small-and-medium-enterprise segment, challenges around infrastructure readiness, pricing perception and decision latency require nuanced targeting.Organisations are shifting from chasing leads to shaping opportunity pipelines, with greater marketing-sales integration and data-enriched pre-sales engagement.Today’s sophisticated models blend automation, CRM stitching and agentic AI to assess lead quality and accelerate conversion.Measurement is evolving beyond MQL and SQL towards contribution to order book and gross profit, aligning KPIs to real business value.

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