Sales lead refers to the identity character of a person or an entity that has the potential of buying a particular service or product, and marks the initial stage of any sales process. The sales lead may own a corporation or any type of business (referred to a business-to-business [B2B] lead) associated with the person or persons. Sales leads arise from a variety of marketing ventures involving lead generation such as direct marketing, trade shows, Internet marketing and advertising; or from the activities of sales persons involved in prospecting, for instance cold calling. In order for any sales lead to become a qualified sales prospect, he or she must be assessed for performance. It is for this reason that getting quality sales leads is like aiming arrows in darkness- it is not common to get high quality leads.

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