Create and convert leads

Part 1: How to Create a Lead

When you should create a lead

You must start with a lead when:

• The customer does not yet exist as an account
• You attempted to create an account and Salesforce blocked you (by design)
• You are prospecting a new business or contact

SteelThread enforces this to protect data quality and MDM alignment .

Step-by-step: Create a Lead

1. Go to the Leads tab
2. Click New
3. Complete the required fields:
   • First Name
   • Last Name
   • Company Name
   • Zip Code
   • Phone OR Email (at least one required)
4. Save the lead

💡 What happens automatically after save

• Address and segment validation runs via MDM
• Duplicate checks run against existing leads and contacts
• A segment warning may briefly appear, then resolve once validation completes .

Before converting, you should:

• Log a call, email, or meeting
• Add the lead to Outreach (optional)
• Schedule an Appointment (if applicable)
• Address validation (if you see ‘address validation is pending’ only)

Once activity occurs, the Lead Status automatically updates to “Working” .

⚠️ You must be the lead owner to convert the lead.

Option A: Convert from an SDR Appointment

1. Open the SDR Appointment
2. Click Convert Lead
3. Salesforce will:
   • Close the appointment
   • Convert the lead in one flow
   • Credit the SDR appropriately

This is the preferred and most efficient method for AEs .

Option B: Convert Directly from the Lead

1. Open the Lead
2. Click Convert (top right)
3. Review/update lead details
4. Select Account Function (required)
5. Select MDM match for lead (more information below), if none is selected a data steward case is automatically submitted to review and confirm company data
6. Continue through conversion

MDM Match Check

Salesforce checks Master Data Management (MDM) for:

• Existing accounts
• Known contacts

You may:

• Select an existing account/contact
• Or create new ones

⚠️ If MDM finds a match and you still create a new account, a Data Steward case is auto-created and the account goes into Pending Verification .

2. Rules of Engagement (ROE) Checks

Conversion is blocked if:

• The lead’s is outside your segment
• The lead is in a restricted territory (SMB only)
• You are not the lead owner

If blocked, Salesforce will guide you to submit a Data Steward or Record Transfer request .

3. Opportunity Creation

During conversion you can:

• Create a new opportunity
• Attach to an existing opportunity
• Skip opportunity creation

New opportunities:

• Default to Discovery (10%)

Are flagged as New Logo if the account is still a Prospect 

Once completed, Salesforce opens links to:

• Account
• Contact
• Opportunity (if created)

From here you can:

• Submit credit requests
• Create quotes
• Continue the sales process end-to-end in SteelThread

Common Errors to Avoid

• ❌ Skipping or not selecting a valid MDM match during lead conversion
• ❌ Trying to convert a lead you don’t own
• ❌ Ignoring segment mismatch warnings
• ❌ Creating accounts outside the lead flow
• ❌ Skipping required fields like Account Function

Check out these NickClips videos

• Lead Basics
• Zoominfo Leads
• Logging Activity
• Convert SDR Leads
• Lead Conversion