The right SEM campaign can burst your pipeline and flood your sales team. Remember though, the SEM flow stops when you turn it off or run out of budget which is why it’s a compliment to solid SEO strategy.
Continually optimizing your campaigns and killing the ones that don’t, will help keep the SEM channel flow running. Oh, and don’t forget who you’re talking to.
SEM is complex and takes a lot of experience and time to ‘do it right’. For more learning, check out Google’s Skillshop.