A determination is produced as to the number of leads that can be provided from a system to a target business entity, wherein the leads are generated from a plurality of platforms. The platforms may include platforms that comprise system sources for leads, i.e., sources that are internal or organic to the system, for which it is unnecessary to pay third parties for the leads. The platforms may also include platforms that comprise external sources for leads, such that the leads must be purchased from the external sources. In response to parameters related to the target business entity, an estimated number of leads per unit time is generated for a range of payments to the system by the target business entity. The number of leads to be originated from each of the respective platforms is determined by business rules preferences, which may be specified by the target business entity. Adjustments can be made in real time to the mix of platforms from which leads are generated, in response to received performance data and pricing information.