A lead is a potential customer who has shown interest in a product or service offered by a company. It is a person or organisation that has provided contact information such as an email address or phone number to receive further information or a follow-up call.

Leads can be generated through various channels such as online advertising, social media, email marketing, events or referrals. Once a lead has been generated, it is usually passed on to a sales team for further qualification and follow-up.

Qualifying a lead involves determining whether they are suitable for the product or service being offered and whether they have the budget and authority to make a purchase. This process helps to distinguish serious buyers from those who are not yet ready to make a purchase and also helps to prioritise follow-up.

Once a lead has been qualified, they can be taken through the sales process. This usually involves providing additional information, answering questions and building a relationship with the potential customer. The goal of lead nurturing is to bring the lead closer to a purchase and increase the chances of closing the sale.

Leads are important to businesses because they represent potential revenue and are the starting point for the sales process. A solid lead generation and management process can help increase the number of qualified leads and ultimately improve a company's overall sales performance.