Leads

Leads track individuals from initial capture through MQL qualification, SQL conversion, and opportunity creation. Lead scoring combines behavioral, demographic, and engagement components.

Core Information

Field	Description
Name	Lead full name
Email	Email address
Company	Company or district name
Title	Job title
State	US state
Enrollment	District enrollment (for ICP scoring)
Segment	Enterprise, Mid-Market, or SMB
Source	Lead source and detail
Status	Current lifecycle state
Lead Score	Composite score (0-100)
Assigned To	Sales rep assignment

Lead Lifecycle

new → engaged → mql → sql → opportunity → (disqualified | recycled)

Status	Description
new	Just captured, no engagement yet
engaged	Has shown some activity (opens, visits)
mql	Marketing Qualified — meets MQL trigger criteria
sql	Sales Qualified — accepted by sales rep
opportunity	Converted to an opportunity
disqualified	Not a fit, removed from pipeline
recycled	Returned to marketing for nurturing

Lead Scoring

Lead score combines three configurable components: behavioral signals (website visits, content downloads, email engagement, demo requests), demographic fit (organization size and title level), and ongoing engagement patterns. See Lead Score for details.

MQL Qualification

A lead qualifies as MQL when any configurable trigger fires, such as demo requests, content engagement thresholds, website visit volume, email engagement, or lead score thresholds. All triggers are configurable per organization.