In B2B marketing, the generation of high-quality leads for sales plays an important role. In addition to generating leads at trade fairs and via online media (especially inbound), telephone lead generation has once again become a central topic in the B2B marketing mix, at the latest after the implementation of the General Data Protection Regulation (GDPR). Companies that had implemented and established telephone lead generation before 2020 were at a significant advantage during the Corona period. With the immediate elimination of face-to-face acquisition, the sales pipeline could still be filled continuously in this way. It was also surprising that after a roughly 2-month “shock freeze” starting mid-March 2020, by the end of May 2020, there were almost identical lead rates throughout the rest of the pandemic period. Thus, the potential losses from face-to-face acquisition could largely be compensated for by an increase in telephone lead generation. This article describes the implementation of professional lead management with the support of an external service provider at the intralogistics provider STILL. It shows how the topic is implemented in terms of organization and processes and which factors lead to sustainable success in achieving the company’s objectives.