Lead

A person or company that has shown some interest or fits your target, and might become a customer. The raw material of the sales funnel, before qualification.

Why it matters

Leads feed everything downstream, but volume without fit just wastes sales time. Defining what a good lead looks like, and qualifying ruthlessly, is what keeps a sales team working the right deals.

For example

A visitor who downloads a guide and leaves their work email becomes a lead the sales team can follow up with.

Related terms

Marketing Qualified Lead Sales Qualified Lead Lead Generation

Go deeper

See how founders actually handle this on Getting your first customers, part of the Starting Up hub.

eChai Partner Brands