Key concepts

Contact us


Unworked or poor quality data whose origin can be a trade show, a telemarketing or email campaign, a “contact” form on a website, etc.  

In short, Is an individual from whom we have little information and that will be necessary to contact to qualify, i.e., discard (we can’t offer enything) or convert into an account to start working with him, generating opportunities and budgets, waiting for them to turn into a sale.



These are individuals (Physical person) who may or not be associated with an account.



These are companies, organizations with whome we ultimately do business. An account can be a customer (only if at least one sale have ben made to it), or a prospect (if we have not yet sold enything to it).


Convert a lead

We have concluded that a lead it’s an individual about whom we have poor quality or Little information.

So, once we contact them, fill in the information and confirm that they could potentially be a customer, we convert them.


We talk about converting because a lead is like a bag where we have “messy” information that we will have to “order” in a conscious way. For exemple, in one hand, we have the person’s name, phone number, email, etc. Information that will be converted into a contact.  

On the other hand, we have the companie’s name, maybe the adress or the corporate phone number, etc. Data that will be converted into an account. And finally we have subjective data to be converted into an opportunity such as interest (free text box that explains the indiviual’s interest on our product in a subjective way), or lines of interest (set of large families, selectable from a list, in which the individual has interest. The latter allows us to filter).

Once converted, the lead “desappears” and we start working with the account and, if it exists, with the opportunity.



Is a business project, in short, a set of information , tasks (meetings, visits, calls), offers, documents and other elements. (e.g. technical documentation), wich aim to close a dealt.

It is important to distinguish between offer and opportunity. The offer is the economic proposal made to a client; while the opportunity is the project in general, wich may also include one or multiple offers (complementary or cannibalizing each other).

The opportunities have a defined life cycle ( states through wich they pass) from the moment they are created until they are closed.


  • Ongoing, open or live opportunities are all those opportunities that appear in the pipeline (in the formo f columns/statuses), being for exemple “Pending Visit”, “Preparing project”, “Preparing Budget”, “Pending decision”, etc.
  • Closed opportunities are those in which the customer has already made a decisión, has opted for us or for an alternative. Consequently, a closed opportunity is either won or lost. If lost, the user should specify an objective cause (selectable option from a list) and a subjective cause (fill in a text box).

         In this way, the company can make a retrospective analysis of the commercial efforts.