What are leads?
Leads are prospective customers who have indicated interest in a company’s product or service, typically by providing contact information through a form, event registration, content download, sales inquiry or referral. Leads are categorised by qualification stage: marketing-qualified lead (MQL), sales-qualified lead (SQL) and product-qualified lead (PQL).
Lead handling — qualification, routing, CRM management, response time — significantly affects conversion rates. Privacy law (KVKK, GDPR) requires lawful basis for processing lead data and clear consent for marketing communications.