An ICP (ideal customer profile) describes the type of company that gets the most value from your product and is most likely to buy. It usually includes industry, company size, revenue, location, tech stack, and the problem the company is trying to solve. A clear ICP keeps your prospect lists focused, so you spend time on accounts that can actually close.

Speed to lead is the time between a lead taking action, like filling out a demo form or replying to an email, and your team’s first response. The shorter that gap, the better your chances of converting the lead.

An MQL (marketing qualified lead) is a lead who has shown interest through marketing, such as downloading a guide, attending a webinar, or signing up for a newsletter. They fit your target profile but aren’t ready to talk to sales yet.