Lead Source

In the CRM system, the lead source describes the channel or partner through which a potential customer entered the system – for example, via a campaign, a web form, or a trade fair. This information is crucial for evaluating lead quality and helps analyze the effectiveness of individual acquisition channels.

In many CRM systems, the source is automatically recorded as soon as a lead is received via an integrated form or interface.

Clear documentation of the lead source also supports tracking in the Sales Funnel and improves transparency for internal stakeholders.

Examples

• Online Marketing: A visitor who fills out a contact form, subscribes to a newsletter, or downloads a whitepaper. 
• Social Media: A user who clicks on an ad and leaves their data. 
• Trade Fairs or Events: Contacts acquired at an event. 
• Referrals: Referrals from existing customers or partners. 
• Direct Marketing: Responses to an email campaign or a telephone inquiry. 

Characteristics

1. Transparency in the Sales Process
The source helps to better track leads in the sales funnel and evaluate the effectiveness of individual acquisition channels.

2. Evaluate Lead Quality
Leads from personal recommendations or events are often considered of higher quality than those from anonymous web forms.

3. Automated Capture Possible
In modern CRM systems, the source is often automatically captured, e.g., via integrated landing pages or interfaces.

4. Mandatory Field for Lead Capture
At Aproda, the source is a mandatory field that must be filled out as detailed as possible – e.g., with the name of the referrer or campaign title.