// RevOps
Lead Source
The channel or campaign that originally brought a lead into the CRM.
In depth
Accurate lead source tracking is what makes channel-level ROI reporting possible - without it, marketing can't tell whether paid search, a webinar or an outbound sequence actually produced a given deal. First-touch and last-touch attribution models often disagree on which source gets credit for a multi-touch buyer journey.
Related terms
MQL
Marketing Qualified Lead, an inbound lead that has met a fit + intent threshold and is ready for SDR outreach.
Demand Gen
The marketing discipline of creating and capturing buyer intent, paid, content, events, community.
First-Party Data
Data you collect directly from your own audiences and customers via your own properties and product.