A Little Glossary of Lead Generation: Read here

If you’ve ever found yourself in a meeting where everyone’s talking about MQLs, SQLs, SALs, or “reject rates,” but no one seems entirely sure they mean the same thing, then this glossary is for you.

At Rethink Demand, we created a Little Glossary of Lead Generation to help B2B marketers and sales teams get aligned on the terminology that shapes lead generation conversations, campaigns, and results. Because when expectations around leads are misaligned, everything downstream suffers; from reporting and targeting to conversion and pipeline impact.

Whether you're a marketing manager trying to educate internal stakeholders, or a sales leader who wants clarity on what’s actually being handed over, this glossary gives you clear, jargon-free definitions of the terms that matter most. It’s short, practical, and written for humans — not marketing robots.

Inside the glossary, you’ll find definitions for:

  • MQLs, SQLs, SALs

  • Dupes and reject rates

  • Single-touch, double-touch, multi-touch leads

  • Profilers and screen-outs

  • Demand generation vs. lead generation

We’ve also included insights from one of our co-founders on why clear definitions can make or break a campaign, and how to set expectations internally before you even launch.

Check out our “Little Glossary of Lead Generation

Use it to:

  • Align sales and marketing

  • Train new hires

  • Audit your own campaign language

  • Sense-check your suppliers

This resource is part of our mission to help B2B teams deliver more thoughtful, effective lead generation. The kind that actually works in the real world.

View our “Little Glossary of Lead Generation”, and share it with your team.

Previous
Previous

Making the most of Lead Generation

Next
Next

We’re here to help agencies prosper - Why we started Rethink Demand