A lead is a person who provides information about themselves by filling out a webform or in any other way and has previously become aware of a company’s products or services.

Becoming a lead is the first step in the Customer lifecycle journey. Later in cycle leads get qualified, first by marketing team (Marketing qualified lead) then by sales team and if there is expressed interest they are presented with the offer.

Leads are stored in the CRM and their profiles can be extended with for example analytical data from Web analytics.

Read more about building rich profiles to improve your marketing efforts in: Single customer view (SCV): what is it and how does it work?