In marketing and sales, a lead is an individual or organization that exhibits an interest in what you are selling. Leads are typically generated when a user provides their contact information in exchange for an offer, a consultation, a newsletter subscription, or a free trial.
Leads are categorized based on their readiness to buy. A Marketing Qualified Lead (MQL) is someone who has engaged with your marketing efforts but isn't ready to buy yet. A Sales Qualified Lead (SQL) is a prospect that has been vetted and is deemed ready for a direct sales pitch.