Skip to main content

Leads and opportunities


The sales process begins with a lead. When a lead qualifies as viable, it is converted to an opportunity. In this video, you learn about the lead life-cycle from initial capture through conversion to an opportunity.



The sales process begins with a lead.

A lead can arrive from a variety of sources.

Leads can be generated from marketing campaign responses, business cards scanned by using the Pega Sales Automation mobile app, forms on websites, Pega’s Sales Chatbot, manual entry, or bulk file import.
Automatic lead routing ensures that the time spent managing prospects is significantly reduced as leads are immediately routed to the right sales representative or team.

You can route leads by for example email domain, source type, or a combination of these.

Pega allows you to set up these automated routing rules easily and directly in the Sales Ops portal.
Sales representatives nurture the leads through interactions with the prospects.

A lead goes through three stages before its potential conversion to an opportunity: Assigned, market-qualified, and sales-qualified.

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.

If you are having problems with your training, please review the Pega Academy Support FAQs.

Did you find this content helpful?

Want to help us improve this content?

We'd prefer it if you saw us at our best.

Pega Academy has detected you are using a browser which may prevent you from experiencing the site as intended. To improve your experience, please update your browser.

Close Deprecation Notice