# The exports

*Invented data. Nothing here is real.*

Three months, June to August 2026. These are raw exports, in the state they arrive in. Nobody has
cleaned them.

| File | Shaped like | What it holds |
|---|---|---|
| `crm-export.csv` | A CRM lifecycle export | MQLs, SQLs and SALs by month, source and segment |
| `web-export.csv` | A web analytics export | Sessions, engaged sessions, engagement time and form submissions by month and channel |
| `pipeline-export.csv` | A pipeline report | Opportunities created, with account, solution, stage, value, owner and lead source |

## How these are produced today

The CRM and web exports come straight out of their systems.

The pipeline export is different. Pipeline lives in a separate finance system, and somebody
downloads it and uploads it into the CRM by hand once a month. It has been done that way for two
years because the two systems do not talk to each other.

## Definitions in use

| Term | Agreed definition |
|---|---|
| **MQL** | A lead that has met the scoring threshold. Scoring is behavioural, not fit-based. |
| **SQL** | A lead that sales has accepted as worth a conversation. |
| **SAL** | A lead sales has actually contacted. |
| **Created pipeline** | Total value of opportunities with a created date in that month, at any stage. |

Note that MQL scoring does not assess whether the company is a fit. A visitor who downloads three
things becomes an MQL whether or not they look anything like the ICP.