Published at: 2026-09-17
Lead conversion
Overview
Lead conversion explains how Leads become Accounts, Contacts, and Opportunities.
Business value
Lead conversion marks the movement of a prospect into the company’s formal Account pool.
It is the starting point for substantive Opportunity follow-up in the sales funnel.
The conversion mechanism structures scattered communication data into Accounts, Contacts, and Opportunities.
It connects marketing and closed sales data, and prevents customer information from being fragmented or lost.
Core concepts
| Concept | Definition | Related objects |
|---|---|---|
| Lead conversion | Upgrade a verified and valuable Sales Lead into a formal Account in the system. You can also create a Contact and Opportunity. | Sales Lead, Account, Contact, Opportunity |
| Conversion duplicate check | The system runs duplicate-check logic during conversion. If an Account or Contact already exists, it guides data merge or association. | Account, Contact |
| Record carryover | During conversion, sales reps can move Sales Records, call logs, and email data from the Lead stage to the new Account. | Sales Lead, Account, Sales Records |
Conversion routing mechanism
Lead conversion must follow the required field mapping and deduplication constraints configured in the system.
graph TD
A[Valuable Lead in In Follow-Up status] -->|Click Convert| B{Account duplicate check}
B -->|Account with same name exists| C[Associate existing Account]
B -->|Account does not exist| D[Create Account]
C & D --> E{Create Contact?}
E -->|Yes| F[Check Contact duplicate and create]
E -->|No| G{Create Opportunity?}
F --> G
G -->|Yes| H[Enter Opportunity details and create]
G -->|No| I{Carry over Sales Records?}
H --> I
I -->|Yes| J[Merge Sales Records into Account]
I -->|No| K[Finish conversion and archive Lead as read-only]
J --> K
- Convert to Account (required): The Lead Company Name is filled into Account Name automatically. If Account new-record duplicate check is enabled and the system finds an Account with the same name, it recommends associating the existing Account instead of creating a new one.
- Convert to Contact (optional): The Lead Name is filled into Contact Name automatically. If Contact duplicate check is enabled and an existing Contact is found, the system blocks conversion to avoid duplicate Contacts.
- Convert to Opportunity (optional): If the Lead has a project Opportunity, you can create an Opportunity during conversion. Enter key information such as Opportunity stage and amount.
- Record inheritance: After you select Automatically carry Sales Records from the Lead to the Account, all communication logs published under the Lead before conversion are merged into the new Account timeline.
Applicable roles
| Role | Main actions |
|---|---|
| Sales rep | Evaluate Lead maturity, trigger conversion when conditions are met, and configure Contact and Opportunity information. |
| CRM administrator | Configure field mapping, duplicate-check scope, and team member inheritance rules during conversion. |
[!NOTE] Glossary alignment:Opportunity Amount,New Duplicate.