“What may be a lead for you?” this is often our first question in almost 90% of all briefings! Why? Because there’s no industry standard for the word lead.

In our daily conversations, leads are defined very differently. From an address without information to a significant prospect with a budget and short-term purchase intent, everything is included. during this context, one likes to talk of contacts, prospects, customer inquiries, suspects, or opportunities.

The list of descriptions might be extended at will! Anyone who doesn’t ask exactly here will produce one thing above all: misunderstandings! in fact not only within the collaboration between the client and therefore the marketing agency.

Especially between sales and marketing, these inaccuracies are the explanation for false expectations and disappointments.TMP_Trichtergrafik3What is that the solution to the dilemma? a transparent definition of the term! Ultimately, it doesn’t matter how you name address data that must be developed.

The most thing is to form sure that you simply all mean an equivalent thing! Easily put it’ll you think? I’ll try a suggestion. within the Anglo-Saxon area, the subsequent terms became commonplace, which differentiate somewhat more clearly and finely.


The term sounds suspicious to German ears. within the narrower English sense, it’s too! The literal translation is namely “suspect” or “suspicious person”. what’s actually meant by this, however, is that the relevant target group.

Target persons whom we “suspect” to be of interest to us. they’re neither customers nor have they been in touch with us. But our product should be interesting for these people consistent with the target group definition.


Often used as a generic term, we ask a lead as an individual for whom there are indications that it’s worth pursuing the contact. this might be a click on an internet site or a download of a white book. The word lead is usually translated as “the tip”, “the trace” or “the clue”.


Translated, prospect means “the expectation”, “the perspective” or “possible candidate”. We speak of an opportunity when an interest within the product or service has been expressed. This includes, for instance, the retrieval of product documents, a trade fair contact, or a participant during a product demo.

The prospect is fundamentally curious about the merchandise, but there’s no information on whether the person is permitted to form decisions, whether there’s a budget and whether a sale is being considered.


A prospect becomes a chance for us when the interested party has expressed a requirement, a project is imminent and therefore the budget has been allocated. If you are trying the dictionary, you’ll read that chance is translated as “the chance” or “the opportunity”.

So, that might be our suggestion for the terminology around the lead. Ultimately, it doesn’t matter how you name the statuses, as long as you create it very clear what who can expect or need to do. it’s therefore important to exactly define each level and implement it within the company.

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