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.
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.
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.
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