Leads and opportunities

The sales process begins with a lead and progresses to an opportunity when the lead qualifies as viable. Pega Sales Automation™ organizes the sales process using two main case types: Lead and Opportunity. Understanding these lifecycles are essential for managing prospects effectively and driving sales success.

This demonstration shows you the lead life cycle, from initial capture through conversion into an opportunity.

The sales process begins with a lead. A lead is a prospect (customer or non-customer) that your sales team evaluates to determine if they qualify for a potential sale. When you qualify a lead, the lead is then converted to an opportunity.

When you create the implementation layer, the Lead case type contains preconfigured stages and steps. You can customize these stages to reflect your team's qualification process and add steps for tasks like managing campaign responses, creating lead profiles, or scheduling appointments.

A lead can arrive from a variety of sources.

• Marketing campaign responses
• Website forms
• Pega's Sales Chatbot
• Manual entry or bulk file import

Automatic lead routing ensures leads are quickly assigned to the right sales representative or team based on rules such as email domain or source type. These rules can be configured in the Sales Ops portal.

A lead moves through five stages before conversion to an opportunity:

1. Creation
2. Assigned
3. Market-qualified
4. Sales-qualified
5. Converted

The sales organization defines the qualification criteria for each stage.

The sales representative determines which sales-qualified leads are converted to an opportunity based on the sales organization's qualification criteria.

For example, when a face-to-face meeting is established, then the meeting might qualify the lead for conversion to an opportunity.

A lead that does not meet the opportunity qualification criteria can be discarded or alternatively converted to contact.

An opportunity is a qualified deal or a potential sale that you track, nurture, and manage. Opportunities are the basis of the sales pipeline, goal attainment, and sales forecast.

You have reached the end of this video. You learned the lead life cycle, from initial capture through conversion into an opportunity.