The document discusses options for handling demand generation either in-house or outsourced. It recommends a hybrid approach using an outsourced company called Voicelogics to handle telephone-based demand generation as they can improve lead quality and quantity at lower overall costs compared to an in-house only model. The document also discusses keeping some marketing functions like monitoring KPIs in-house while outsourcing the core demand generation activities. It stresses the need to train salespeople on different styles and focus on solving customer problems and referrals over just ROI.