"Lead" - The Most Confusing Word in the Sales Vocabulary

If there’s one word in the sales and marketing vocabulary that creates the most frustration and confusion, it’s “lead.” Why? Because the definition changes depending on who you ask.

It’s a bit like going to a restaurant and telling your server you’d like a “soda”—or, if you’re from the South like I am, a “cold drink.” You’re almost guaranteed a confused look and a snarky follow-up question.

Think about how the word is used: lead, marketing qualified lead, sales qualified lead, lead list. I would argue that each use of the word lead represents something completely different. If you remember the 1992 classic sales movie 'Glengarry Glen Ross', the team crowds around the sales pit desperate to see who will get the “freshest leads.” And of course, we all know every name on that list was in the morgue.

As a lifelong student of sales, marketing, and revenue operations, I’d argue that “lead” should be the most important—and the most clearly defined—word in your sales vocabulary. Define a lead as what every salesperson really wants: a person who has explicitly asked to talk to someone about your products or services. Everyone else is simply a person progressing through your sales process.

Give the word "lead" the respect and urgency it deserves! Getting this one definition right transforms your ability to accurately track marketing performance, measure sales efforts, and ultimately, understand how well you are engaging with your target market.