The stages of lead management
- Capture from web forms, events, referrals and imports.
- Qualify against fit and interest criteria.
- Assign to an owner by territory, product or round robin.
- Nurture with follow-ups and content.
- Convert to a contact, account and opportunity.
Scoring leads
Scoring combines fit (company size, industry, role) with behaviour (visits, replies, requests). Keep the model simple and review it against actual conversions.
What to automate
- Assignment and reminders.
- Duplicate detection.
- Hand-off from marketing to sales.
- Alerts when a lead goes untouched.
Frequently asked questions
What is the difference between a lead and an opportunity?
A lead is an unqualified potential customer. An opportunity is a qualified deal with an expected value and stage.