Lead

Leads matter because they represent the pool of potential future customers who've opted into your marketing, making them legally contactable and demonstrably interested in your category or solution. Without a systematic approach to capturing, tracking, and progressing leads, your marketing efforts generate unmeasurable activity rather than quantifiable pipeline contribution. For B2B organisations especially, where buyers research extensively before engaging sales, lead capture mechanisms (gated content, demo forms, email subscriptions) ensure you don't lose prospects who are months away from purchase readiness. The distinction between lead types prevents waste: sales teams closing low-quality leads produce terrible conversion rates and demoralize the team, whilst high-quality leads sitting uncontacted in marketing databases represent pure lost opportunity. Lead metrics—volume, quality, source, cost per lead—also provide crucial feedback on channel effectiveness, helping you allocate budget to acquisition tactics that produce viable prospects. Organisations tracking lead progression through defined stages report 50% shorter sales cycles because systematic qualification and nurture prepare leads properly before sales engagement. The lead framework also creates accountability: marketing owns lead generation and initial qualification; sales owns lead conversion. This handoff clarity reduces the finger-pointing that paralyses growth when results disappoint.

A lead is a person or organisation whose contact details you lawfully hold and who has shown some level of interest in your expertise—however slight. That interest might be downloading a white paper, requesting a pricing sheet, or handing over a business card at a trade-show. What matters is that the individual performed an intentional action and left a trace you can follow up. Simply scraping addresses from the internet, buying a list, or counting anonymous page views does not create leads; those records lack consent, context and genuine engagement. In my own practice I define a lead as “a known name, firm, and at least one direct channel—email or phone—acquired through an opt-in or legitimate interest event.”

HubSpot creates a contact record the moment an email is captured and tags it Lead by default.

Pipedrive inserts new people or organisations as Leads in the Lead Inbox before they graduate to Deals.

Capture only intentional signals

Install clear opt-in forms, gated assets and event scanners that require deliberate action from the prospect. Resist the lure of purchased databases; they inflate list size while eroding engagement and deliverability.

Enrich promptly for context

Within minutes of capture, append company size, industry and role through an enrichment service like Cognism. Fast enrichment allows instant routing rules—enterprise prospects may flow to senior account directors, while start-ups enter an automated nurture track.

Tag the true source, not the last click

Record the first meaningful touch—not simply “website”—so you know whether the original magnet was a podcast mention, a referral webinar, or a paid-search ad. Source clarity proves which magnets genuinely attract your ICP.

Score for fit and engagement

Apply a lightweight points system: industry match, seniority, company size and recent actions such as webinar attendance. Leads above a threshold escalate to Marketing-Qualified Lead status; those below enter a longer nurture programme.

Hand over with an SLA

Create a service-level agreement: sales commits to contact new leads within, say, 24 business hours. Marketing, for its part, promises that each record meets baseline qualification fields. The SLA closes the loop and converts “leads generated” into “leads worked.”

A robust lead process—intentional capture, immediate enrichment, accurate tagging, sensible scoring and timely hand-off—turns raw interest into an orderly queue for nurturing and qualification, setting the stage for the deeper stages of MQL and SQL that follow in the revenue engine.