Leads
A lead is a raw inbound contact — someone who filled in a web form, attended a trade show, or arrived through a marketing campaign. Once you qualify a lead, it becomes an opportunity.
Where leads come from
| Source | How |
|---|---|
| Website contact form | Auto-creates leads from form submissions |
| Mass mailing replies | Replies to marketing campaigns become leads |
| Manual entry | Sales rep adds a lead they met in person |
| Imported list | Bulk import of a purchased / scraped list |
| API | External system POSTs a lead via the workspace API key |
For automated lead capture (web forms), configure in Website → Configuration → Form integration.
Anatomy
| Field | What |
|---|---|
| Name / Email / Phone | Contact info |
| Company | The lead's organisation |
| Source | Channel attribution |
| Tags | Manual categorisation |
| Lead score | Numeric score (see scoring) |
| Salesperson | Owner |
| Status | New / Working / Qualified / Lost |
Lead vs opportunity
| Lead | Opportunity |
|---|---|
| Raw contact, may not be a real prospect | Qualified — budget, authority, need confirmed |
| Lives in Leads kanban | Lives in Pipeline kanban |
| No expected revenue yet | Has expected revenue + close date |
| Many per day | Few per week |
Convert a lead to an opportunity once qualified: open the lead → Convert to Opportunity → fill in expected revenue + close date.
Lead scoring
Configure scoring rules to auto-rank leads by likelihood to convert. Examples:
| Rule | Score |
|---|---|
| Lead has a company email (not gmail) | +10 |
| Lead's title includes "manager" or "director" | +15 |
| Lead clicked the pricing page on the website | +20 |
| Lead viewed a case study | +10 |
| Lead is from a Bulgarian company | +5 |
Score totals determine handling:
| Total score | Action |
|---|---|
| 0–20 | Marketing nurture (email sequence) |
| 21–50 | Sales follow-up scheduled |
| 51+ | High-priority outreach — call within 24h |
Configure in CRM → Configuration → Scoring rules.
De-duplication
When leads come from multiple channels, you'll get duplicates. PLANA detects duplicates by email (primary) and company name (secondary):
- On lead creation, PLANA checks for matches
- If a match exists, the new lead is flagged
- Click Merge to combine the records
You see a side-by-side comparison and pick which fields survive the merge.
Working a lead
Standard flow:
- Read the lead — what did they say in the form?
- Schedule activity — "Call to qualify within 24h"
- Make contact — call or email
- Qualify — confirm budget, authority, need, timeline
- Convert to opportunity → enters the pipeline
- Or close — mark Lost with a reason
Lead reports
Per the Reporting view:
- Leads per source (which channels deliver)
- Lead-to-opportunity conversion rate
- Avg time-to-qualify
- Lead quality by score band
Useful for evaluating marketing channels.
Where to read more
- Pipeline — what leads convert into
- Activities — keeping leads moving
- Reporting
- BOS → Marketing agent — AI view of top-of-funnel