Chapters · 2 of 9
- 01 · One Business, Four Kinds of Records
- 02 · Define Leads and Contacts
- 03 · Build the Person Lifecycle
- 04 · Define Opportunity Stages
- 05 · Build the Account Lifecycle
- 06 · Assign Owners and Handoffs
- 07 · Define Important Fields and Sources
- 08 · Resolve Conflicts and Open Questions
- 09 · Capstone: Publish the Business Truth Map
12 min · Interactive exercise
Define Leads and Contacts
Choose the person-record model and preserve identity, matching, conversion, and reporting history.
Two records, one Priya.
Imagine a different outcome for our Priya. She appears as an open Lead after the guide download, but Sales finds an older Contact with her name under Acme. Someone converts the Lead and counts the conversion as qualification before checking whether the two records describe the same person.
Lead · created 09:42 · Contact · created eight months ago
A month later Marketing and Sales disagree about whether Priya was a new inquiry. Marketing counts her. Sales does not. Both are reading the CRM correctly.
The CRM did exactly what it was told. Nobody ever told the business what Lead-to-Contact movement is supposed to mean — and that is a definition problem, not a workflow bug.
Business Truth Map · 0 of 9 sections started
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