Defining Prospects, Leads, Opportunities, Clients and Champions Here are my definitions. What is more important than how you define a Lead or any other term, is that everyone has a shared understanding of that definition. Prospects (or Names) A database of names or a list that you are marketing to, in which people have not responded positively yet. If you buy a list of names from a place like InfoUSA, Jigsaw or Hoovers, it is a list of prospects (or names), not “leads.” Leads A lead is a prospect that has responded positively in some way to show their interest in what you have to offer, such as registering for a white paper or attending a webinar. Whether or not they are a high-quality lead isn’t the point— if they’ve registered for something, they are a lead. Opportunities After someone has qualified a lead through email or the phone, and the lead meets your set of qualification criteria, it becomes an opportunity. A common abbreviation is “oppty.” Clients They have given you money. Champions A champion can be a client or non-client that has referred you business, offered a testimonial, or has actively supported you in any other way. Be sure to give them love!