Leads represent potential customers who have not yet been qualified by your sales process. As you qualify To verify that a record fits specific criteria and should be converted to an opportunity, account, or contact, or be added to a marketing list. leads, you can convert The process of changing or recategorizing a record from one record type to another. For example, converting a campaign response to a lead, and then converting the lead to an account, contact, or opportunity. them to other types of records.