The first figure will allow you to understand

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Of course, if you or your sales are a sales guru and instead of buying water, you sell an apartment to the caller - bravo. But in 99.9% of cases, it will still be garbage. However, you still paid for his attraction, so we will consider them all. So, leads are divided into MQL and SQL. MQL is marketing qualified lead. That is, all the people, one way or another attracted by your marketing activities (yes, and the seller of drinking water, too). SQL is a sales qualified lead. These are all the leads that sales call quality.
  
That is, potential clients. For example, at Ringostat, we consider leads that meet the following criteria to be high-quality: this is an adequate client whose needs we can satisfy (if a person asks to convert a PDF document into a Word document, then this is a low-quality lead - we Specific Database do not provide such services); We managed to contact this lead with three requests; this is not telephone spam (for example, we do not consider a seller of drinking water we already know). It is important to consider both those and those people.



How much it costs to attract an application, that is, any kind of lead, including a junk one. The second is how much it costs to attract a target lead, what is the quality of leads in principle, and how far have you fulfilled the plan for attracting leads. Let's imagine a situation - the sales department requires you, as a marketer, to have a certain number of leads to fulfill the sales plan. Let's say 150 per month. You gave them these 150 people, but what were they? It is quite possible that half of these leads were of poor quality, so there can be no question of fulfilling the sales plan.