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.