The basic principle of business observes that businesses stay afloat only if they build strong communication and relation with their customers. The modern era has provided millions of modes of communication to reach a company including email, chats, social media platforms, phones, webpages, etc. The traditional system of reaching out is of course the telephone. With the advent of technological advances, cloud telephony has given a new face to the traditional PBX system of business communication accompanied by its various outstanding features like interactive voice responses (IVR), virtual numbers, smart integrations, missed call alerts, etc. Through cloud telephony, it can be confidently said that not only does it benefit the communication & customer relation part of the business but also assists in the marketing and sales part as well. Lead generation can be considered as one of the most crucial parts of sustaining a steadfast & emergent business model. Lead generation is the process of detecting and cultivating potential customers for a company’s services/products and the missed call alert feature of the cloud telephony is one of the top contenders in increasing the leads as opposed to the traditional marketing methods of lead generation such as advertising and phone/email marketing strategies. When missed call alert contributes so much towards lead generation then it is vital to understand what is it and how does it work.