Lead Journey Stages
Visitor: A website visitor who has visited your Pardot-tracked assets. Visitors can be
anonymous or prospects. Anonymous visitors become prospects when they are
associated with an email address by submitting a form or clicking a link in a tracked
email. The visitor also refers to the first step in the prospect lifecycle funnel.
Prospect: Is an identified person or contact synced from the CRM who has expressed
an interest in your marketing content, product or company and has voluntarily submitted
their information to you.
Active Prospect: An active prospect is a prospect that has had at least one
activityΓÇöany activity besides an email send, email open, email bounce, or opportunity.
Prospect Account: Prospect accounts give you the ability to group prospects that work
for the same company, keeping all the information about the company in one place.
Marketing Qualified Lead (MQL): a prospect reaching a score greater than 100 and a
grade B or higher (Pardot best practice qualifications) that is sent to Salesforce and is
now either in a Lead Queue or owned by a rep.
Opportunity: The cadence a sales rep records and tracks details about deals, including
which accounts they’re for, who the players are, and the amount of the potential sale, goes
through when pursuing a prospect.
Lead Queue: Leads are placed in a queue manually or through an automatic case or
lead assignment rule leads remain there until they’re assigned to a user or taken by
one of the queue members.