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While most people think that leads simply turn into customers, there are actually many paths a lead can travel before it reaches that holy grail for sales and marketing -- becoming a new customer. Your leads are going about their day and experiencing things that affect their status with your company.  You can nurture them through this journey through the states and strategies of a lead lifecycle.


  • Why lead lifecycles are necessary
  • How to define lifecycle stages and criteria
  • The role they play in sales and marketing