In most B2B companies, everyone agrees on one thing:
“We need more good conversations with the right prospects.”

The question is how you get there.
Founders try to do it all themselves. AEs squeeze in cold calls between demos. Marketing generates leads that sit untouched in the CRM. And somewhere in the middle, pipeline stalls.
That’s where appointment setters come in.

They’re the people (or teams) whose entire job is to create qualified sales conversations on a consistent basis, not once in a while, not when someone has time, but every single week.

This post breaks down what appointment setters actually do, how they fit into a modern sales org, and when it makes sense to bring in help or use an outsourced SDR or appointment setting team like LevelUp Leads.

Tracking the right lead generation metrics separates guesswork from growth. As the B2B landscape evolves in 2026, these essential KPIs help teams focus on what truly moves pipeline and revenue forward.

B2B buyers engage across more channels than ever, and that complexity creates real challenges for marketers. Understanding where common breakdowns happen, and how to solve them can turn fragmented efforts into coordinated growth.

Let's be honest: most lead scoring systems are running on autopilot with outdated rules that someone set up three years ago and never touched again.
You know the drill. Someone downloads a whitepaper? Add 10 points. They visit the pricing page? Another 15 points. Hit 50 points total, and boom, they're "sales qualified." Your sales team gets the lead, makes the call, and... nothing. The prospect was just doing research. Or the prospect was a student. Or they already bought from your competitor six months ago.
Sound familiar?
The problem isn't that lead scoring is broken,it's that the way most of us are doing it hasn't kept pace with how buyers actually behave today. And worse, we're drowning in so many inbound leads that we can't separate the tire-kickers from the people ready to buy.
Here's the good news: AI is finally making lead scoring actually work the way it was supposed to.