Leads are typically generated from Marketing activities, such as mailing campaigns or trade shows. Initially, the
information about a lead is very minimal. A lead could consist of information about a Company or a Person. Once more
information is gathered about a lead, or as potential opportunities are identified for that lead, the lead can be converted
to and account, contact, and opportunity.
Information should be initially imported as leads. Once the lead is qualified, it can be converted to a contact. The
lead conversion process performs some checks to identify existing contacts which may match the lead being converted. This
helps prevent you reduce the chance of having duplicated information in the system.