Leads

The Leads view is where unqualified-to-qualifying records live before they convert into deals. It surfaces every contact and company moving through the early lifecycle stages — Subscriber, Lead, MQL, SQL — with status, score, source, and owner all in one grid.

Opening the Leads View

1. Click Revenue in the top nav
2. Click Leads
3. The full-width AG Grid loads with every lead in your org

The grid uses server-side pagination, so it scales to millions of records without slowing the browser.

Lead Statuses

A lead’s status captures where it is in the qualification process — independent of its lifecycle stage:

Status	When to Use
New	Just arrived, not yet reviewed
Open	Reviewed and assigned, ready to work
In Progress	Currently being worked by a rep
Contacted	Initial outreach attempted
Qualified	Met qualification criteria — ready to convert
Unqualified	Doesn’t meet criteria — disqualified

Status changes are tracked in the lead’s activity timeline.

Lifecycle Stages

The lifecycle stage is the broader marketing-to-sales journey — separate from status but evolving alongside it:

Lifecycle Stage	Definition
Subscriber	Opted into communications (newsletter, content) but no deeper qualification
Lead	Demonstrated interest beyond subscription (form fill, demo request)
MQL	Marketing-qualified — meets ICP criteria and engagement thresholds
SQL	Sales-qualified — confirmed fit and intent through sales conversation
Opportunity	Active deal in pipeline (appears in Deals view too)
Customer	Closed-won (appears in Customers view too)
Evangelist	Customer who refers, advocates, or amplifies

A single record progresses through both axes — status tracks short-term work, lifecycle tracks long-term journey. A “Contacted” status with “Lead” lifecycle is normal; an “Unqualified” status with “MQL” lifecycle means the lifecycle should likely be pushed back.

Grid Columns

The leads grid shows these fields by default:

Column	What It Shows
Name	Contact full name (link to contact detail)
Status	One of the 6 lead statuses above
Pipeline	Which pipeline this lead belongs to (if multi-pipeline org)
Pipeline Stage	Current stage within the pipeline
Lifecycle Stage	Subscriber → Evangelist scale
Score	Lead score (intent + fit + engagement)
Source	How the lead arrived (form, intent signal, sequence reply, etc.)
Qualified By	Last signal type that triggered qualification
Type	Lead type classification
Converted	Whether the lead has been converted to a deal
Converted Date	When conversion happened
Owner	Assigned rep
CRM Source	If imported from a CRM, which one
Email	Contact email

Use the Columns panel on the right edge of the grid to add, remove, or reorder columns.

Bulk Actions

Select one or more rows to enable bulk action buttons in the toolbar:

Action	What It Does
Status	Change status for all selected leads
Lifecycle	Change lifecycle stage for all selected leads
Owner	Reassign all selected leads to a specific user
Generate Content	Run AI content generation across the selection (uses your global context)
Batch Generate	Generate content for many leads in one batched job
Delete	Remove selected leads from the org (cannot be undone)

Bulk actions update the grid in place — no page refresh needed.

Lead Sources

Every lead has a lead_source field indicating how it arrived:

Source	How It Arrived
Form submissions	Filled out a website form (tracked via the graph8 snippet)
Intent signals	Researching your keywords or visiting your site
Sequence replies	Positive replies from outbound sequences
Manual	Added by a rep directly from a contact record
Find People	Discovered via the Find People tool with ICP filters
CRM sync	Imported from HubSpot, Salesforce, Pipedrive, or Zoho
API / webhook	Pushed in via the public API or a custom integration

Lead Scoring

Leads are scored automatically. The score combines four factors:

Factor	What It Measures
Engagement signals	Website visits, email opens, link clicks
Intent data	Keyword research activity, competitor comparisons
Profile fit	How well the contact matches your ICP
Recency	Newer signals score higher than stale ones

Configure scoring rules in Settings → Lead Qualification — toggle which event types trigger qualification, define page patterns that count as high-intent, and set thresholds.

Tip

Set up lead scoring early. Without scores, your team reviews every lead equally. With scores, they focus on the hottest opportunities first — the ones most likely to convert.

Converting a Lead

When a lead is ready to become an active deal:

1. Click the lead’s name to open its detail view
2. Click Convert to Deal
3. graph8 creates a deal in Prospects linked to this contact + company
4. The lead’s is_converted flag flips to true and converted_date is recorded
5. The lifecycle stage advances to Opportunity

Converted leads stay visible in the Leads grid (filtered by converted=true) for historical tracking.

Generate Content

The Generate Content action runs AI content generation across selected leads. It uses your global context (brand brief, value props, personas) to draft personalized messages for each contact:

• Single lead — open the lead, click Generate Content, pick a content type (email, LinkedIn message, call script)
• Bulk — select multiple leads, click Batch Generate, configure the job and let it run in the background

Each generation costs credits per lead. Track progress and review results in the Activity tab.

CSV Export

Click the Download icon in the grid toolbar to export the current view as CSV. The export respects your active filters — so if you’ve filtered to “MQL + Status = Qualified”, only those rows export.

Lead Qualification Settings

Lead qualification rules are configured at Settings → Lead Qualification:

• Toggle which signal events count toward qualification (email replies, calls, LinkedIn responses, form fills, web visits, meetings)
• Define page patterns — URL patterns that score as high-intent (e.g., pricing pages, demo pages)
• Trigger a backfill to re-evaluate historical signals against current rules

See Settings → Lead Qualification → for the full qualification configuration.

Related

• Deals Overview → — How leads flow into the broader pipeline
• Prospects → — Where converted leads live as active deals
• AE Cockpit → — AI surfaces hot leads as decision cards
• Signals → — Where intent signals come from
• Enrichment → — Fill in missing lead data before outreach