So what is depreciation, really?

Quite simply, a lead is a potential customer - someone who’s shown some level of interest in what you’re offering. They’re not guaranteed, not committed, but they’re more than just random internet traffic.

Maybe they downloaded your freebie, clicked your ad, or asked a question. That little bit of interaction means they’re now a “lead” or someone your sales team (or inbox) might follow up with.

The quality of a lead depends on how likely they are to actually buy. Good leads feel like real opportunities. Bad leads feel like dead weight. Either way, leads are where the sales process starts — but calling someone a lead doesn’t make them ready to buy. It just means it’s your move now.

Turning a lead into a customer is like dating… Interest is one thing, but you still need a follow-up that doesn’t suck.