What are Leads?

A Lead is an individual who has shown an interest in your product or service. Leads do not have to be qualified - meaning there is no consideration yet of need, timeline, budget, or decision making ability. The acquisition of leads is generally categorized as either being inbound (considered warm) or outbound (considered cold).

How to calculate Leads

ƒ Count(Leads)

Favourable trend

Up is positive

Level of complexity


Date created: Mar 20, 2019

Latest update: May 15, 2019

Tell me more about this metric

Leads are the lifeblood of any company. And lead volume or lead growth is an important leading indicator for the business' ability to generate future revenue.

Most businesses will assign the bulk of lead generation to marketing, however sales organizations play a key prospecting role as well, especially in businesses were the Average Selling Price is higher or the total addressable market is small and selling requires a relationship.

As leads are engaged with and educated, a marketer, salesperson, or an automated system will qualify them, and in many cases assign a lead status, such as open, active, inactive, or dead.

What do others say?

Hubspot's take on inbound lead generation: A beginner's guide.