Glossary of Lead Management Terms

May 15, 2014 Debbie Margulies



  1. WordCloudAccount Based Selling – Account based sales (ABS) is a strategic approach to selling in which a sales organization chooses a specific target of accounts and focuses their efforts to sell into that specific target audience. This strategic approach should go side-by-side with account based marketing to holistically allow the organization to succeed with account based selling.
  2. Account Based Marketing – Account based marketing (ABM) is a strategic approach to business marketing in which an organization communicates with individual prospects or customer accounts as markets of one. This strategic approach should go side-by-side with account based sales to holistically allow the organization to succeed with account based selling.
  3. Lead2Account ViewLead2Account is a view that will enable sales to see revenue more quickly by finding revenue in target accounts, accelerating new opportunities, and reducing the time to process leads, allowing sales to make better use of the data.
  4. Data Quality – Data quality is an assessment of data’s fitness to serve its purpose in a given context. Aspects of data quality include: accuracy, completeness, update status, relevance, consistency across data sources, reliability, appropriate presentation, and accessibility. Maintaining data quality requires going through the data periodically and scrubbing it. Typically this involves updating it, standardizing it, and de-duplicating records to create a single view of the data, even if it is stored in multiple disparate systems.
  5. De-Duplication – The process of identifying, verifying, and merging duplicate records from a database or list. Due to the diversity of duplicate types existing in any given database (exact, fuzzy matches) it is important to breakdown duplicates in your database into manageable groups and build a rules for merging these records appropriately.
  6. Account Matching – Account matching is the process of matching accounts and groups of accounts together. This is useful in Account based sales & marketing.
  7. B2B Sales Process – An organization’s B2B sales process starts with a sales strategy that accurately reflects an organization, its customers, and the products or solutions that it sells. By truly understanding its customers and by actually solving its customers’ problems, a company can define and execute a sales process that will increase the likelihood of reaching its ultimate objective: a closed deal and money in the bank.
  8. Lead Generation – set of methodologies, systems, and practices designed to generate new potential business opportunities, generally operated through a variety of marketing campaigns or programs. Lead management is in many cases a precursor to sales management and customer relationship management. This critical connectivity facilitates business profitability through the acquisition of new customers, selling to existing customers, and creating a market brand. This process has also accurately been referred to as customer acquisition management.
  9. Lead Management – A system or set of methodologies to manage the distribution and life cycle of leads from generation to conversion to Contact.
  10. Marketing Qualified Lead (MQL) – A lead that has reached a certain marketing “score” and been deemed marketing qualified. At which point it is passed off to the sales team to work towards becoming a Sales Qualified Lead (SQL).
  11. Lead Routing – An established process for distributing MQL’s across the sales organization. Lead routing is essential for growing your pipeline and driving revenue. Lead routing begins in Marketing Automation where the lead crosses to CRM where sales reps receive leads to follow up. Inefficient and slow process mean a longer sales cycle and lost potential revenue.
  12. Lead Conversion – Each junction during the Lead Lifecycle where the Lead meets a certain criteria and moves to the next stage. Often stages are known record to MQL, MQL to SQL, SQL to contact. Marketing and sales alignment important here, because having mutual understanding of criteria for each stage allows for unified messaging and progression from lead to customer.
  13. Sales Qualified Lead (SQL) – Is an MQL, that is one step further in the process of becoming an opportunity having been qualified by a sales team member and deemed qualified to pass on to next stage in buying process.
  14. Lead – A lead or sales lead is the identification of a person or entity that has the interest and authority to purchase a product or service. Also, one of the 3 Salesforce objects that represents a person/company that has not yet met criteria to graduate to a Contact.


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