Lead
Lead (potential customer)
A potential customer who has shown interest in a product or service but has not yet been qualified as a real business opportunity.
What is a Lead?
A Lead is an individual or company that has expressed interest in a product or service — for example, they filled in a web form, downloaded a whitepaper, left a contact at a trade show, or answered a cold call. A lead has not yet been qualified; we do not know whether they have a budget, the authority to purchase, or a timeline.
In B2B sales practice, lead scoring is used — scoring based on demographics (company size, industry, contact role) and behaviour (opened 3 emails, visited the pricing page). Once a threshold is reached, the lead moves to a qualification call and is either converted into a Deal (a business opportunity) or disqualified.
Common distinctions used in B2B:
- MQL (Marketing Qualified Lead) — interesting for marketing, not yet contacted by sales
- SQL (Sales Qualified Lead) — confirmed by sales, ready for a demo or quote
- Deal — a confirmed business opportunity with a defined scope and budget
When it is used
The term Lead is central to every B2B CRM process — marketing delivers leads, sales qualifies them. Without a clear definition of “what is a lead”, conflicts between departments arise.
See the CRM module and the services industry page.
Related terms
- CRM — a lead lives in the CRM database. See /en/glossary/crm.
- Sales Pipeline — where a lead enters after qualification as a deal. See /en/glossary/sales-pipeline.
- Deal — the next stage after lead qualification. See /en/glossary/deal.
In Modulario
The CRM module in Modulario distinguishes between leads and deals — leads have a simpler structure (quick capture from web, email, forms) and are converted into deals after qualification, with a link to Quotes. Automation can assign a new lead to a salesperson based on rules (territory, product, company size).
Lead scoring in Modulario is configured via a visual rules editor — assign points for opening an email, visiting the pricing page, or downloading a whitepaper. When the threshold is exceeded, the system automatically assigns the lead to a salesperson according to territory rules and sends a notification to Slack or email. Integration with web forms (WordPress, Webflow) is out of the box.
Related terms
CRM
A system for managing customer relationships — a unified record of contacts, communication, business cases and sales history.
Sales Pipeline
Visualisation of current business opportunities divided into stages of the sales cycle — from first contact to contract signature.
Deal
A specific business opportunity with a defined customer, subject, value and expected close date — the core unit of the sales pipeline.
CLV
The total net revenue a company expects from an average customer over the entire period of their relationship with the company.
Churn rate
The percentage of customers who stopped using a service during a given period — a key metric for SaaS and subscription models.
Related Modulario modules
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