Lead
Also known as: Sales lead
In short
A potential customer identified through an expression of interest or another relevant business contact, before a purchase is confirmed.
Separate interest from a completed sale
A lead represents a possible customer relationship. Someone might request a quote, submit a contact form or speak with a representative at an event. Those actions create a reason to follow up, but they do not prove an intention or ability to buy.
Qualification evaluates whether the lead fits the business and has a relevant need. Marketing-qualified and sales-qualified stages reflect an organization’s own criteria, so define them before comparing reports across teams.
A lead record also needs enough context to support appropriate follow-up. The source, requested service and status are often more useful than an undifferentiated count of submissions.
Illustrative workflow
Imagine a fictional retailer receiving requests for commercial furniture quotes. A completed form creates an inquiry. The sales team then checks project requirements and whether the request falls within its service area.
A relevant project advances to a qualified opportunity; an unrelated request does not. Both may have triggered the original form-submission event, but they represent different business outcomes.
Measure quality as well as volume
A low cost per lead can hide duplicates, spam or unsuitable requests. Keep the initial submission, qualified stage and completed sale distinct in measurement. Use consistent criteria and allow for the time needed to qualify inquiries before judging an acquisition source.