Lead requalification involves enriching existing data about a sales prospect. Its goal is to add specific information about the lead (such as company size, industry, etc.) and clarify their needs (project deadline, project nature, budget, decision-maker, etc.). This process can be carried out by a lead generation company before selling to an advertiser, or by the client company before passing the lead on to the sales team. While typically conducted by phone, requalification can also be done via an online form. A concrete example is a lead generation company requalifying leads before passing the information on to its advertising client.