Once possessing the predetermined characteristics set forth by a company (i.e. specific demographics) a potential customer can be deemed a prospect. 

As shown in the image, a prospect is only the first stage in the marketing funnel.

In general, prospects ought to: 

  • Be part of an addressable market 
  • Fit the ideal customer profile 
  • Have the means to buy the product 
  • Be authorized to make buying decisions