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Lead Management

Lead management is how a business captures, qualifies, scores, routes, and follows up on the people who raise their hand, so the right lead reaches the right rep fast enough to convert. It is the connective tissue between marketing generating interest and sales closing it.

A lead is only worth as much as the speed and consistency of what happens next. Most teams lose deals not because the lead was bad, but because it sat in a queue, went to the wrong rep, or was worked on gut feel instead of clear criteria. Lead management fixes that with explicit qualification, scoring, routing rules, and response-time targets.

The single biggest lever is speed. Buyer intent is highest in the minutes after someone raises their hand, and it decays quickly. A process that qualifies and routes in seconds, and puts a human in front of a hot lead while they are still on the page, converts far more of the same traffic than one built around next-day follow-up.

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Frequently asked questions

What is the difference between an MQL and an SQL?+

A marketing qualified lead (MQL) has shown enough interest (a download, repeat visits, a demo-page view) that marketing considers them worth sales attention. A sales qualified lead (SQL) has been vetted by sales against fit and readiness criteria such as budget, authority, need, and timeline, and accepted as a real opportunity to work.

How fast should you respond to a lead?+

Within minutes. Studies of inbound response consistently show the odds of qualifying a lead drop sharply after the first five minutes and keep falling from there. The most effective teams respond in real time, ideally with a live conversation while the lead is still on the site.

What is lead scoring?+

Lead scoring assigns points based on how well a lead fits your ideal customer (role, company size, industry) and how they behave (pages viewed, emails opened, demo requested). The score ranks leads so reps spend their time on the ones most likely to convert.