A lead in business is an individual who expresses intent to buy because they voluntarily submit their contact details, allowing a company to treat the enquiry as potential revenue. James Dooley and Kasra Dash explain that leads act as the oxygen of a business because consistent inbound enquiries keep the sales pipeline alive. A realtime lead converts more easily because immediate follow-up prevents prospects switching to competitors. An exclusive lead converts even better because only one business receives it, eliminating competition. They clarify that SEO and PPC leads typically convert at higher rates because users actively search with intent, whereas social media leads convert inconsistently because the intent is weaker. They conclude that businesses grow faster when they prioritise lead quality because strong qualification boosts close rates and improves overall sales efficiency.