What is Lead vs Contact?
Lead vs Contact is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
A lead and a contact are two record types in a CRM. A lead is an unqualified, often standalone person who has shown early interest. A contact is a person tied to an account you are actively selling to or already serving. Converting a qualified lead usually creates a contact plus an opportunity.
Key takeaways
- A lead is unqualified; a contact is tied to a real account.
- Leads live at the top of funnel, contacts inside active deals.
- Converting a lead typically produces a contact and an opportunity.
- Keeping them distinct protects reporting and pipeline hygiene.
Why it matters
Mixing leads and contacts corrupts reporting: you cannot tell top-of-funnel interest from real buying relationships. Clean separation keeps conversion metrics and pipeline data honest.
How Ardovo handles it
Ardovo keeps leads and contacts as distinct objects and handles conversion cleanly, carrying context forward without duplication. Rook can match a new lead to an existing account so you avoid orphan records.
Frequently asked questions
When does a lead become a contact?
When it is qualified enough to associate with a specific account and pursue as business. Conversion generally creates a contact record and, if there is a deal, an opportunity too.
Can you skip leads and use only contacts?
Some teams do, treating every person as a contact and using status fields instead. It simplifies the model but can blur the line between raw interest and real relationships.