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Lead Lifecycle

Lead lifecycle stages track potential customers through a sales funnel and help identify where leads stand in the buying process.

Key Lead Lifecycle Stages​

The lead lifecycle consists of five primary stages:

1. Marketing Lead​

Any contact in the system, regardless of engagement level.

2. Marketing Engaged Lead​

Prospects who've interacted with content (downloaded papers, watched videos, etc.).

3. Marketing Qualified Lead (MQL)​

High-interest leads ready for sales engagement.

4. Sales Accepted Lead (SAL)​

Leads formally acknowledged by salespeople who've begun outreach.

5. Sales Qualified Lead (SQL)​

The most critical phase where sales has conducted initial meetings and opened opportunities.

Entry Criteria Approaches​

Two primary methods qualify leads:

Action-based​

Triggered by specific activities like:

  • Whitepaper downloads
  • Webinar registration
  • Demo requests
  • Contact form submissions

Scoring Model​

Evaluates multiple factors including:

  • Website activity
  • Content engagement
  • Firmographic data
  • Behavioral signals

Detailed Stage Reference​

StageDefinition
Anonymous VisitorWebsite visitors without identifying information
LeadDatabase entries excluding non-prospects
MQLHandoff point using ICP fit and intent-level qualification
SALReceived MQL without immediate disqualification
SQLDiscovery call/demo scheduled between prospect and rep

Understanding these stages enables more effective sales-marketing strategy development and alignment.