Business Pitch Dictionary by pitch.dog
Buyer, account & deal roles · Core

Prospect

Also called: prospective customer

ELI5

A potential customer considered reasonably relevant for further sales attention.

Used in conversation

“Sales needs one agreed definition of prospect before the forecast review.”

Pitch context

You will see “Prospect” in go-to-market plans, sales forecasts, account reviews and commercial proposals when the discussion reaches buyer, account & deal roles.

Why it matters: It helps a reader interpret buyer, account & deal roles without confusing the measure, decision, role or evidence being discussed.

Connected terms

  • LeadA lead is an identified potential buyer; a prospect is generally a lead judged relevant enough for active pursuit, with company usage varying.
  • OpportunityA prospect is a possible buyer; an opportunity is a qualified potential deal inside the sales process.
Sources & evidence · 2

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.