In eCommerce, it may be when someone actually lands on a website after clicking on an ad or a search result, or when someone responds to a CTA, or when a visitor browses a product or leaves a cart on a checkout. There is no one-size-fits-all solution. Leads poured into the sales funnel too quickly might not be ready or eligible, thereby wasting a lot of time for the sales team, while answering leads too late runs the risk of acquiring fewer conversions.