Practical answers for anyone who sells: where leads get lost between the ad and the first call, how to split them between managers, which stages a pipeline needs and how to measure the cost of a lead and of a client.
To track why deals are lost, give the team a short fixed list of six to eight reasons, each with a one-sentence definition, make choosing a reason required when a deal is closed as lost, and require a comment for Other. Keep lost deals separate from disqualified leads, record the reason in the customer's own words where possible and review the numbers monthly by stage, source and salesperson.
Duplicates appear when the same person reaches you through several channels, is typed in with a different spelling or phone format, or arrives again in an import. Find them by matching phone numbers and emails written in one format, then similar names. Merge by choosing one main record, moving notes, tags, addresses and orders into it and removing the rest, and prevent new ones with one entry point and a search before creating a card.
Why downloading leads from Ads Manager loses clients, what an automatic connection gives you and how to set it up in OrgLines in a few minutes.
A lead source is the channel through which a potential customer first reached you, such as a Meta lead form, a website form, a referral, a phone call or a trade fair. Record it on every lead, automatically where possible, because without it you cannot tell which channel brings customers rather than just requests, and budget decisions become guesses.
A lead SLA (service level agreement) is an internal rule for how quickly every new lead must receive a first response, who is responsible for it and what happens when the deadline passes, for example: every lead gets a first call within 15 minutes during working hours, otherwise the team lead is alerted. It turns fast response from a good intention into something you can measure.
IMAP and SMTP are the two standard protocols behind almost every business mailbox. IMAP lets a program read your mail on the server and keeps folders, read status and flags in sync across devices. SMTP sends outgoing mail. A CRM needs both to show client correspondence next to leads and contacts and to send replies from your real address, without moving you to a new mail provider.
A lead is a request or sign of interest that nobody has checked yet. A contact is a real person you know and keep a lasting record of, usually linked to a company. A deal is one specific sales opportunity with a value, a stage and an owner. A lead is either converted or closed; a contact stays; a deal is won or lost, and one contact can have many deals over time.
The difference between cost per lead in the ad account and cost per qualified lead, why agencies should report the second one and how OrgLines combines spend with lead outcomes.
OrgLines CRM collects leads from Meta lead forms, web forms and manual entry, qualifies them and turns them into contacts, organizations and deals — with an AI assistant.
Connect Meta Lead Ads to OrgLines: new lead-form submissions from Facebook and Instagram arrive in the Lead Center instantly, next to campaign spend and cost per lead.
Create a free workspace in a minute and invite the AI assistant to your team.
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