Lead qualification and conversion
Qualify, enrich, route, dedupe, and convert leads into the main CRM graph without losing context.
Use this guide when a person or company has entered CRM and your team needs to decide whether it belongs in active pipeline work.
Flow
Before you start
- Confirm your team’s qualification criteria.
- Check whether a matching account, contact, or existing lead already exists.
- Keep one clear owner on the lead before conversion.
How to work the lead
1. Review the core facts
Open /crm/leads or the lead detail page and confirm:
- company and contact information
- owner and stage
- source or campaign context
- recent activity, notes, and touch history
2. Check duplicates early
Use Review duplicates when multiple active leads appear to describe the same company or person. Merge only into the primary lead so activities, tasks, notes, and attribution history remain attached cleanly.
3. Enrich only when it helps a decision
Use Enrich lead when the team needs a better domain, website, industry, or summary before routing or conversion. Enrichment should speed qualification, not replace judgment.
4. Confirm routing
If your workspace uses routing rules, confirm the owner and priority are still correct. Reassign only when the route no longer matches reality.
5. Convert when the opportunity is real
Convert the lead when the team is ready to create downstream CRM records:
- account for the company
- contact for the person
- deal for active revenue work
Conversion is the point where the lead stops being only a qualification record and becomes part of the main CRM graph.
What changes elsewhere in the system
- Marketing attribution stays visible on the lead detail page.
- Converted records drive deal inspection, forecast, reporting, and customer history.
- AI scoring and suggestions on the lead help you prioritize before conversion.
Troubleshooting
- If conversion feels too early, keep the lead in qualification and add the next task or sequence step.
- If ownership is unclear, fix routing before conversion so the new deal starts with the right owner.
- If the record looks duplicated, merge first and convert after.