Lead generation
Lead quality
How likely a lead is to become a customer, judged by fit with the target buyer and by intent.
What it is
Quality combines who the lead is (company, role, size) with what they did (asked for a demo, or downloaded a checklist).
Why it matters
For lead generationVolume without quality fills sales calendars with conversations that go nowhere and makes ad results look better than revenue.
In practice
Teams track the share of leads that reach each stage, by source and campaign, and score new leads on fit and behaviour.
A common mistake
Judging quality by opinion. Without stage data tied to ads, the loudest complaint decides the budget.