Everyone knows what a closed sale is! It is real and measurable. But can anyone say with certainty that there is a universal understanding on what a “Lead” is?

Consider the following progression from simple leads to more complex qualified leads:

1)      Individual name/title, company, phone number/email.

2)      Individual name filtered by self-identifying action via a website download, social media, participation in a trade show, etc.

3)      Individual who has committed to an appointment with a sales rep to hear “the pitch”.

4)      Individual who listens to “the pitch” and wants to learn more.

5)      Individual who in speaking with a lead generator/business development/sales rep reveals details about their interest, needs, initiatives, and timeframes.

6)      Individual who has revealed they are buying a solution and are considering purchasing yours.

For Business Development, Marketing, and Sales professionals, what is apparent is that there is a “pipeline” for leads, just as there is a pipeline for sales opportunities.  Both pipelines are important to engage, follow-up, nurture, and track.  It is crucial to establish a working definition so that you can avoid duplication of effort and prevent losing touch with prospects.