When the economy is strong, businesses can afford to invest in Marketing. And a good Marketing Department can certainly take sales up a notch. It can increase awareness. It can define your brand. And it can create compelling content and sales aids.
But when things go south, if it doesn't generate actual sales leads, all that other stuff becomes jetsam.
The difference between Marketing and Lead Generation isn't that Marketing does everything except generate qualified sales leads.
It's that a good Lead Generation program does everything that Marketing does, plus it generates leads, and holds itself accountable for revenue.
So if your Marketing program doesn't include Lead Generation, maybe now's the time to make a change.