Many people have asked me how much technology is involved in getting an in-house lead gen program started. The answer depends on how involved you want it to be. You can take advantage of the technologies currently available with some of the larger networks such as Commission Junction, clixGalore and affiliateprograms.com. The tracking is hosted by them so you need to simply apply the tracking code information they give you to your "success page". This will give you a foundation as you built out your own lead gen program. Start small and get your learning. Once you have tested offers and different banners and you know what is working you are ready to look at a long-term strategy that might involve hiring a developer or consultant to custom tailor your platform based on your business or your needs.