marketing
Lead
A potential customer who has expressed some level of interest in your business.
Definition
A lead is any prospect who has identified themselves to your business - filled a form, signed up for a newsletter, attended a webinar, requested a demo. Leads vary in quality: some are tire-kickers, some are high-intent buyers. Lead volume is a vanity metric; lead quality is the real signal. The job is to filter and score leads so sales effort flows to the high-intent ones. A 'lead' without a defined next step is just an email address.
In your business
- →Define what makes a lead - not every email signup qualifies
- →Score leads on fit + intent before routing to sales
- →Track conversion from lead to customer by source - this tells you which channels are worth scaling