Term · Marketing & analytics
Lead
A lead is a person or company that has shown interest in your product or service and can be contacted — for example, by submitting a form, calling, writing in WhatsApp or leaving details at an event.
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Explained
Lead stages
Businesses usually distinguish:
- Raw lead — any enquiry or contact.
- Qualified lead — meets criteria: real need, relevant service area, suitable budget, authority to decide.
- Opportunity — active sales conversation or proposal.
- Customer — won deal.
- Lost — with a reason recorded.
Stages and criteria are defined in the CRM and agreed between marketing and sales.
Why definitions matter
If marketing counts every form submission as a lead and sales counts only qualified ones, reports conflict and campaigns are optimised for the wrong thing. Agreeing on definitions lets advertising be measured by qualified leads and sales. See lead quality feedback loop.
Lead sources in Azerbaijan
Forms, phone calls, WhatsApp and Instagram messages, classifieds portals, marketplaces, referrals and events. Many leads arrive through messengers rather than forms, so capturing them in the CRM matters. See lead routing automation.
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FAQ
Frequently asked questions
What is a good lead?
One that fits your ideal customer and has a real need you can meet. Define it with your sales team.
How fast should leads be contacted?
As fast as possible — speed of first response strongly affects conversion.