How does a lead become a contact?

In a sale, a potential customer starts as a Lead and then converts into a Marketing Qualified Lead (MQL). After the process of Lead Nurturing by marketing teams, the MQL becomes a Sales Qualified Lead (SQL). Depending on whether the prospect agrees to buy from your company, the deal is won or lost.

If the deal is won, the lead becomes a Contact. If the deal is lost, the lead becomes a potential customer once again.