When talking about qualified business leads it is necessary to deliver an offer to the consumer in such a manner that the offer fulfills the needs of the consumer. In addition, the terms and attributes of the offer should be acceptable and beneficial to the consumer and, most importantly, all the organizational goals, including profits, should be achieved in the process.

In practice, how many firms make such a complete offer to the consumer? In the first place, its the responsibility of the business firm to choose the product that would meet the identified needs of the chosen consumer or consumer group. Secondly, they have to perform various distribution functions so that the product can conveniently reach the consumer. Thirdly, the firm must carry out a number of promotional measures like personal selling, advertising and sales promotional programs, with a view to communicating with the consumer and promoting the product.

Lastly, the firm must use the pricing mechanism to achieve the consummation of the marketing process, striking the level of price that is acceptable to the firm as well as the consumer. It can be easily seen that all activities and programs which a business firm should design to get a qualified business lead for its effort towards winning customers, relate to one or the other of the four elements. These elements include product, distribution, pricing and promotion, and can be termed as the marketing mix of the firm.

Assembling and managing the marketing mix is the main part of the qualified business lead. However, no business firm is free to assemble and operate his marketing mix in a vacuum or in a setting of his creation; they have to necessarily operate it in the marketing environment in which the business firm markets his products. In other words, firms have to reckon the set of variables that make up the environment.