A lead represents any person or organization that a company might have the potential to do business with. Microsoft Dynamics CRM is used to store data about that lead. In fact, creating a Lead record of information about a new lead is often the first step users take in the sales process. For instance, if your company receives an inquiry on your website contact form about your product offerings, you would use a Dynamics CRM lead record to collect and store information about that person or business.
The Lead entity is often thought of as a temporary entity. As the sales process progresses, a lead is ideally converted to a Contact, Account, and/or Opportunity. This conversion represents that a contact or organization is no longer just a lead, but one which you are likely to do business with. The length of time your lead remains a lead is dependent on how the sales cycle works within your organization. You may nurture a lead for a long time before you convert it to an account, or this may happen quickly.
Elements of a Lead
The lead record contains basic data such as the organization name, contact information, or how a lead was generated (often called the Lead Source). Organizations often customize the lead record to collect data relevant to their sales process.
Here are some of the basic bits of information you’ll want to include when creating a new Lead record.
Topic: This should state a little bit of information about how the lead was generated or what they might be interested in.
Basic contact information: This includes first name, last name, company name, job title, phone numbers, email addresses, and contact preferences.
Lead Source: This field will indicate how your lead was generated. These should specify a broad category rather than a specific campaign.
Lead Status: A lead will have one of three status types.
- Open. An open lead indicates that it is available for a sales rep to take it through the lead qualification process. After this process, it will be either qualified or disqualified.
- Disqualified. A disqualified lead indicates that the lead is not a good candidate for sales opportunities.
- Qualified. A qualified lead may be converted to a Contact, Account, and/or Opportunity. Learn more about qualifying leads.
Status Reason / Lead Stage: Out-of-the-box Dynamics CRM will include a field called Status Reason. Organizations often change this to Lead Stage or another descriptive name. This indicates what your current relationship with a lead is. For instance, a status reason of New might mean that you have not yet contacted the lead, or status reason of Contact means you have already communicated with the lead. Referencing the status reason will help you determine how to interact with a particular lead.