A lead is created when someone fills in a form, downloads a resource, signs up for a webinar or calls. They have not bought yet, but we know who they are and what they are interested in.
Not every lead is the same
Someone who downloaded an e-book is in a different place than someone asking for a quote. Leads are sorted by readiness to buy and each group is followed up differently - one by a sales rep, another by an email sequence.
What happens next
A lead belongs in the CRM, not in one person’s inbox. Response time decides: an enquiry answered within an hour has a far better chance of closing than one answered the next day.
