Where do leads come from, and why should the source be recorded?

Leads come from many sources. The point of recording where they come from is to determine what actually generates sales.

The usual sources

Web forms, downloads, events, campaigns, referrals from existing customers, and outbound sales. They have widely varying conversion rates and costs per lead.

Set the source automatically

If the item comes from a form, the source should be set by the form. If this is left to the person following up, the field will be filled in from memory or not at all.

Keep the list short

Eight to ten sources are enough. Fifty options result in a list that no one uses correctly, so you won't be able to report on it anyway.

What this gives you

Conversions and revenue by source. That way, you know where your marketing budget delivers a return, rather than where it merely feels like it does.