Glossary
What is Lead?
A potential customer who has shown some signal of interest but hasn't been qualified yet.
A lead is the earliest stage of a sales opportunity - a person or company who's expressed interest (filled a form, replied to a cold email, attended a webinar) but hasn't yet been qualified as a real buyer. Leads get qualified into opportunities (or disqualified). Most CRMs split leads from contacts: a lead is unsorted, a contact is somebody you've decided is worth tracking long-term.
When to use
Qualify quickly. A lead that sits in your CRM for 60 days without a touch is usually dead - either disqualify or get on a call.
Related terms
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