Lead
Email and CRM
Email and CRM
A lead is someone who has shown interest and left contact details, for example through a form, call or download.
Define what counts as a lead for you. Without that agreement you compare channels on different yardsticks, and marketing and sales argue about quality instead of approach.
Follow-up speed matters a lot: the longer an enquiry sits, the smaller your chance of getting the meeting. Set up instant notifications and a standard first response.
Related terms
- MQL and SQLAn MQL is a lead marketing considers interested enough to follow up; an SQL is a lead sales has reviewed and judged worth pursuing.
- Lead scoringLead scoring assigns points to leads based on who they are and what they do, so you can prioritise follow-up.
- CPACPA is ad cost per conversion: total spend divided by conversions, such as enquiries or purchases.
- CRMA CRM is the system where you keep customers, contacts, deals and all communication, so everyone sees the same state of play.