Plain-English definition
What it is
A stable lead identity connects accepted marketing events to the client-approved operating outcome that remains authoritative for bookings, customers, and revenue.
Lead identity + outcomes
The governed join from website and phone demand to booked, lost, won, and revenue states in the operating system.
Boundary
What it does not prove
- That an attribution rule is causal
- That a transcript can override the operating outcome
- That unmatched records should be silently dropped
Capabilities
What this system enables
Capability 01
Booked rate by source
Capability 02
Won customers by channel
Capability 03
Cost per won customer
Capability 04
Revenue attribution
Lifecycle
How readiness progresses
- 01Mapped
Source identities and outcome states have an explicit crosswalk.
- 02Connected
The governed read path returns eligible records.
- 03Validated
Known examples prove the match and outcome semantics.
- 04Reconciled
Coverage and unmatched records remain visible over time.
What must be true first
- Approved identity rules
- Healthy operating-system read
- Outcome definitions
- Matched-record validation
Decisions it can inform
- Which sources produce booked work?
- Which channels produce won customers?
- Where does lead quality break down?