A lead is a person or company that might be interested in your product or service, but whose readiness for a sales conversation is not yet known. Leads come from web forms, trade fairs, ads, referrals or inbound emails.
Lead vs. opportunity
A lead is unqualified: budget, need and timing are not clear yet. Once qualified, a lead is converted into an account, a contact and an opportunity.
Good lead management
- Record the source (which channel brings what?).
- Make first contact fast by routing leads automatically (see round-robin).
- Attach follow-up to a sequence (see sales cadence).
In CRModular
Leads are created from web forms, email or imports and assigned through territory rules and assignment groups. Convert creates the account, contact and opportunity in one step.