Lead Qualification Process in CRM 2013

After an upgrade to CRM 2013, in sales module, confusing factors for some like me, is the linkage between Opportunity-Account-Contact. In CRM 2013, Quality Lead process behaves a bit differently. When it comes to mapping, as CRM 2013 is now done away from most of the popup dialogs, just as it was while qualifying leads earlier.

Instead, on lead qualification, lead is directly converted to opportunity while a decision for creation/mapping of account/contact to opportunity, is taken dynamically.

Below scenario table describes the behaviour of QualifyLead process on Opportunity-Account-Contact mappings.

Scenarios Scenario with Lead record Account Creation Contact Creation Effect on Opportunity
 1 Existing Contact mapped but no account info No No Existing contact mapping is carried forward, but no account mapping
 2 Existing account mapped but not contact No Yes Account mapped. Contact created by not mapped. Contact is mapped to account as Primary Contact.
 3 Both contact & account mapped (diff account & company name) No No Both account & contacts mapping is carried forward.
 4 Nothing is mapped. A simple lead with just necessary info i.e. name & topic but no company info No Yes Only contact is mapped
 5 Nothing is mapped. A simple lead with just necessary info i.e. name, topic & company Yes Yes Account mapped. Contact created by not mapped. Contact is mapped to account as Primary Contact.

Scenario 1: Existing Contact mapped but no account info

In this case, on lead record, only look-up attribute is mapped to the suitable contact but there is no account information or company information is available. When such a lead is qualified to opportunity then since contact mapping already exist, it will be carried forward but nothing will happen at account level as there is no enough information available for account creation.

Scenario 2: Existing account mapped but not contact

When a lead, with existing account look-up attribute already mapped, is qualified, as account mapping already present, only Contact record will be automatically created. On opportunity, existing account mapping will be carried ahead without any contact whereas this created contact will be mapped to account as a Primary Contact.

Scenario 3: Both contact & account mapped (diff account & company name)

When mapping already exist, same mappings are always taken ahead irrespective of information present in company section.

Scenario 4: Nothing is mapped. A simple lead with just necessary info i.e. name & topic but no company info

When a simple lead without company info is qualified, then only a contact is created and mapped to opportunity. As there is no enough data to create account, there won’t be any account creation hence no account mapping.

Scenario 5: Nothing is mapped. A simple lead with just necessary info i.e. name, topic & company

Similar to scenario 4, but in addition if company info is available, then account as well as contact both are newly created. But when it comes to opportunity, still only account is mapped but no contact and this contact is then mapped to account as a Primary Contact.

So overall, in Lead Qualification process, if account mapping is a process option and contact mapping is not readily present on participating lead, then account is given the priority while mapping it to Opportunity and contact is mapped is instead mapped to account.

Mapping contact always:-
But problem comes if contact mapping is always required on opportunity? ..
Well this can be easily solved by OOTB asynchronous processes i.e. a workflow. A workflow will be required on create of opportunity to update this created opportunity’s “Contact” attribute with similar “Primary Contact” look-up attribute of opportunity’s associated Account.

Note:- Use of real-time workflows would not be recommended in this particular case, as opportunity will be created in context of QualifyLead operation and hence its not necessarily behave as expected.

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