Leads
Capture, score and qualify inbound enquiries before they become real deals.
Leads
A lead is an inbound enquiry — someone who has shown interest but hasn't yet been confirmed as a real sales opportunity. Leads are kept separate from your real accounts and contacts until you've decided they're worth pursuing.
When you'd use a lead (vs. a contact)
| Scenario | Use a… |
|---|---|
| Someone filled in a web form | Lead |
| A name on a trade-show list | Lead |
| You bought a marketing list | Lead |
| Existing customer's new buyer joined | Contact (under the existing account) |
| Confirmed decision-maker at a real account | Contact |
The point is to keep unqualified noise out of your real customer database.
The 5 lead statuses
Every lead moves through these states. Reps can only advance one step at a time — the system blocks invalid jumps.
| Status | What it means | What you typically do next |
|---|---|---|
| New | Just arrived, nobody has reached out | Make first contact within SLA |
| Contacted | A rep has reached out by phone/email | Apply BANT qualification |
| Qualified | Passes BANT — worth pursuing | Convert to an account, contact and opportunity |
| Unqualified | Not a fit (wrong industry, no budget, etc.) | Optionally reopen later if things change |
| Converted | Has become a real account & contact | (Lead is now locked) |
You can also reopen an unqualified lead back to New if circumstances change (budget freed up, new project announced).
What each lead record stores
The lead detail screen has 9 collapsible sections. Open only what you need:
| Section | What's in it |
|---|---|
| Identity | Salutation, first/last name, full name |
| Company Information | Company name, job title, industry, annual revenue, employees, website |
| Contact Information | Email, phone, mobile |
| Qualification | Status, rating (0-5 stars), score (0-100), budget, timeline |
| Assignment | Owner, next follow-up date, lead source |
| Address | Mailing address |
| Additional Info | Description, tags |
| Communication Preferences | Email opt-out, do-not-call |
| Conversion | Auto-filled after the lead is converted |
The available industries include Technology, Software/SaaS, Finance, Healthcare, Retail, Manufacturing, Education, Real Estate, Media, Logistics, Hospitality, Energy, Government, Non-profit, and Other.
The available lead sources include Web, Referral, Event, Trade Show, Webinar, Partner, Advertisement, Cold Call, and Other.
Lead scoring — what the score means
Every lead automatically gets a score from 0 to 100, recalculated whenever the lead is created or updated. The score considers:
- Company size — bigger company revenue and headcount → higher score.
- Industry fit — Technology, Finance and Healthcare score highest by default.
- Job title seniority — VPs and C-level titles add weight.
- Engagement signals — recent web visits, webinar attendance, etc.
You can also set a manual star rating (0-5) as a human override:
- ⭐⭐⭐⭐ or higher → the system flags the lead as hot and sets the next follow-up to today.
- ⭐⭐⭐⭐⭐ → the owner is emailed immediately.
An admin can adjust the scoring weights — see Administration › Automation.
Converting a qualified lead
When a lead is qualified, click Convert. A small form pops up asking:
- Should we also create an Opportunity?
- If yes — what's the opportunity name and amount?
The system then, in a single step:
- Creates an Account from the lead's company information.
- Creates a Contact from the lead's person information, attached to that account, marked as primary.
- (Optional) Creates an Opportunity in the Prospecting stage with a 90-day close date.
- Marks the lead as Converted and locks it.
- Sends you a confirmation email summarising what was created.
After conversion, the lead becomes read-only — all future activity happens on the new account, contact and opportunity.
How the AI Copilot helps
When you open a lead, the Sales Copilot is available in the side panel. Try asking:
- "Qualify this lead" — runs BANT, gives you a score and a one-line justification per dimension.
- "Is this a hot lead?" — quick yes/no plus reasoning.
- "Draft an intro email" — writes a personalised first outreach.
The Copilot will recommend the next action (e.g., schedule a call, send a follow-up, disqualify).
Standard list views
Open the Leads tab to see these saved views:
- My Open Leads — leads you own that aren't converted or unqualified.
- Hot Leads — rating ≥ 4 stars.
- Today's Follow-ups — leads with next follow-up date = today.
- Recently Created — newest first.
- By Source — grouped by where the lead came from.
Tips for sales reps
- ✅ Add the next follow-up date as soon as you contact a lead — it powers the "Today's Follow-ups" view.
- ✅ Use the star rating if you have a strong gut feel — the score doesn't capture everything.
- ✅ Don't convert too early — a converted lead can't be reverted. Use Qualified status while you confirm.
- ❌ Don't keep noise in New forever — disqualify after 3 failed contact attempts.
Tips for admins
- The score formula lives in the lead's automation. To re-weight it, edit
src/objects/lead.hook.ts(binds tocrm_lead). See Customization. - Web-to-Lead can be enabled by granting the Guest Portal profile insert-only on the lead object — see Administration › Profiles.
- To add a new industry or lead source, edit the lead object's picklists — see Customization.