Identifying the best leads is essential for any company's success as it helps focus resources and efforts on prospects most likely to become customers. In marketing, we have limited resources we rarely have the ability to "spray and pray" with our sales & marketing efforts. Going at the wrong person before they're ready is time-consuming and expensive, and can ultimately hurt you in your ability to successfully reach them down the line when they actually are ready for your product. Either hit the nail right on the head the first time or you'll set yourself backwards or miss the opportunity entirely.