When are leads converted?
Typically, leads are converted when they have been identified as qualified sales prospects.
A common lead flow is as follows:
- Lead generated through web-to-lead
- Lead assigned to inside sales queue via auto-assignment rule
- Inside sales rep manually takes ownership of lead from queue
- Inside sales rep calls and qualifies lead
- Lead is converted and transferred to outside sales rep
What happens when I convert a lead?
1. A contact, account, and opportunity are created and populated with the lead’s data (unless otherwise specified during conversion).
2. The lead field “Converted” is changed from False to True. The lead record can be selected but the details can no longer be seen. The lead record and its data are still present, however, and can be reported on.
What happens to lead data during conversion?
The data within standard lead fields is automatically transferred to the contact, account, and/or opportunity. Standard relationships (campaign membership, related activities) are transferred from the lead to the newly created records (e.g. calls on the lead are transferred to the contact/account/opportunity).
In order for data within custom lead fields to transfer to the contact/account/opportunity during lead conversion, the administrator must map the custom lead fields.
How does lead conversion custom field mapping work?
Mapping a custom lead field for conversion is a two step process:
1. Create field to store the data on the target object.
2. Map the lead field to the target object.
The field already exists on lead, however, I need to create the “Product Interest” field on the opportunity as well. Then, I would configure lead conversion mapping (Setup –> Customize –> Leads –> Fields –> Map Lead Fields Button) as follows:
When the lead is converted, the data within the “Product Interest” field at the time of conversion will be transferred to the opportunity “Product Interest” field.
What if the account/contact/opportunity already exists (Classic)?
When you convert a lead, you will have the option to not create a new opportunity. Simply check the box as shown. There is no way to convert a lead to an existing opportunity.
Salesforce will attempt to find accounts with the same name as the field “Company” on the lead record. If an account name contains the company’s name, then you will have the option to use the existing account record:
If you attach the lead to an existing account and the lead name matches the name of an existing contact, then you will also have the option to use the existing contact record:
What if the account/contact/opportunity already exists (Lightning Experience)?
In Lightning Experience, when you convert the lead, you can select the account during the conversion process. The default search will be the value in the company field on the lead (CertifiedOnDemand.com in this example). This prevents the creation of duplicate accounts upon lead conversion. You would have to create a new account and fill in the details in order to associate it.
You also have the option to create a new opportunity upon conversion (leaving this blank will not create an opportunity):
1. Converted leads cannot be modified (even via the API) without the “View and Edit Converted Leads” permission (which is NOT assigned to the System Administrator profile) [updated ‘Spring 17].
2. Custom fields on each object are maintained separately.
If you have custom picklist fields on lead and a target object, you must maintain the values for each field separately (if you update one, remember to update the other – OR, use a global picklist). Some standard fields (such as lead source) do this automatically.
3. The default record type of the user performing lead conversion is selected automatically for records created in the conversion process.
Record types are enabled on lead and opportunity. Two record types are present on both objects: one for products, a second for services. The default record type for all users is the products record type for both objects.
When a user converts a services record type lead, a product record type opportunity will be created (as this is the user’s default record type). There are workarounds for these scenarios (workflow rules), however, this should be planned for accordingly.
4. Custom relationships to the lead object do not transfer during conversion.
Lookup fields on the lead object can be mapped the same way as any other custom field. However, relationships to the lead object will remain in place, and will not be transferred during conversion. An apex trigger or custom VisualForce lead conversion page is required for this logic.
5. The Chatter feed of the lead record is not transferred during conversion. AppExchange workaround available here.
6. Once a lead is converted, it cannot be reverted to an unconverted state.
7. Some related information to the lead is converted [updated for Summer ’17 Release]. Please see Keep Related Files and Records When Reps Convert Leads.