In-house IT teams can sometimes be "overstretched", it has been noted, something that may prompt start-up firms to outsource their IT sales and marketing activities to a specialist company.

Graham Cluley, a senior technology consultant at virus protection firm Sophos, said that general management are sometimes unaware of the issues faced by modern IT departments.

"They may not give IT teams the right resources and money to handle these sorts of issues seriously," he commented.

He added that IT workers are aware of problems that could affect their employer, but that they are unable to control them due to a lack of support.

It comes after industry specialist Gary Kreissman told Performance Insider that a lack of knowledge, or unfamiliarity with technology, are among the main barriers holding businesses back from investing in lead generation.

Mr Kreissman explained that a specialist lead generation organisation can assist companies in implementing the marketing technique, remarking: "Many lead gen firms will provide the guidance for making this happen - or actually execute the creative for you."

He went on to say that creative lead generation works most effectively when it is used in the "direct marketing mindset", another reason that firms may wish to enlist the services of a specialist.

Written by Julian Poulter and Copyright "Selling People 2009"