Section 3: Objects, Sales & Marketing Applications

Contacts

• Individuals associated with an Account

• Default Relationships

  • Belongs exactly to one account (unless using Person Accounts)

  • Be related to Opportunities, Cases, Activities, and campaigns

• Caveats

  • Contacts can be members of multiple campaigns

  • Standard fields: Name, Email, Phone, Account Name.

  • Contacts don’t exist standalone (must belong to an account)

Accounts

• Represents Companies, organizations, or individual customer (business or consumer) that you do business with

• Can be Business Accounts (B2B) or Consumer Accounts (B2C)

• Default Relationships

  • One-to-Many with Contacts (an account can have many contacts)

  • One-to-Many with Opportunities

  • Related to Cases, Contracts, Assets, etc.

• Caveats

  • Accounts are the primary objects for customers

  • Can have parent-child hierarchy (Account Hierarchy)

  • Standard fields: Account Name, Type, Annual Revenue.

Leads

• Prospective customers – people or companies not yet qualified as Accounts/Contacts/Opportunities

• Lifecycle

  • Lead is captured (web form, import, manually)

  • Lead is qualified → converted into Account, Contact, and optionally Opportunity

• Important Points

  • Lead fields can be mapped to Account/Contact/Opportunity during conversion

  • Leads help track unqualified prospects

  • Standard fields: Company, Name, Email, Lead Status

Opportunities

• Deals or potential revenue-generating events with Accounts/Contacts

• Lifecycle

  • Prospecting → Qualification → Proposal → Closed Won/Lost

• Relationships

  • Related to Accounts, Contacts (via Contact Roles), Products, Price Books, Quotes, Campaigns

• Important Points

  • Standard Fields: Opportunity Name, Stage, Close Date, Amount, Probability

  • Opportunity Stages are linked to Forecasting

  • Opportunities can be tied to multiple Products via OpportunityLineItems

  • Use Opportunity Update Reminders to notify people about opps that need attention.

Campaigns

• Campaigns are marketing initiatives to generate Leads/Contacts for sales

• Tracks company initiatives

• You want to understand which efforts are paying off

• Can add users, leads, or opportunities to campaigns to see who was influenced by a specific marketing effort

• Can be associated with Opportunities through Campaign Influence

• Hierarchy

  • Campaigns can have parent/child campaigns

• Relationships

  • Campaign Members = Contacts or Leads associated with the Campaign

  • Campaign influence tracks Opportunities impacted by the Campaign

• Important Points

  • Standard Fields: Campaign Name, Type, Status, Start/End Dates, Expected Revenue, Budgeted Cost

  • Track ROI using Leads converted and Opportunities influenced 

• Exam Tips

  • Understand Campaign Member Status and Campaign influence

• Caveats

  • Campaign Members are only related to Contacts and Leads

  • Only contacts and leads can be added as Campaign Members

Products

• Products are items or services your company sells

• Key Points

  • Products must belong to a Price Book to be added to Opportunities or Quotes

  • Standard Fields: Product Name, Product Code, Description, Active Status

  • Can be associated with OpportunityLineItems (Products on an Opportunity

Pricebooks

• Price Books are lists of Products and their Prices

• Key Concepts

  • Standard Price Book: Must exist for all products

  • Custom Price Book: Used for specific pricing for regions, campaigns, or customer types

• Important Points:

  • Products must be active and assigned to a Price Book to be used on Opportunities/Quotes

  • Standard vs. Custom Price Book: Standard is default; Custom allows tailored pricing

Quotes

• Quotes are formal proposals for Opportunities including Products, quantities, and prices

• Key Concepts

  • Linked to Opportunities and optionally Price Books

  • Can be synchronized with Opportunity, Total Price, Expiration Date, Status

  • Can generate PDF proposals

  • Exam Tip: Understand Quote-to-Opportunity sync and multiple quotes per opportunity

Lead Scoring

• Knowing which leads to prioritize

• To create a lead score, you need to use a combination of standard fields and a number of custom fields and make a calculated custom formula field based on these fields

Einstein Lead Scoring

Salesforce feature that allows you to create lead scoring using AI

Lead Assignment Rules

• Automatically assigns Leads to the correct User or Queue based on defined criteria (e.g. location, industry, lead source)

• Key Points

  • Triggered when a lead is created or updated

  • Only one assignment rule can be active at a time

  • Rules are evaluated top-down (first match wins)

  • Can assign to Users or Queues

  • Often paired with Auto-Response Rules

Lead Conversion

• The process of turning a qualified Lead into an Account, Contact, and (optionally) and Opportunity

• What happens during conversion

  • Lead becomes an Account, Contact, or Opportunity (new or existing)

  • Lead status changes to converted

  • Field data is mapped to new records

• Key Points

  • Conversion is one-way (cannot be undone)

  • Uses converted lead status

  • Can map custom Lead fields to Account/Contact/Opportunity

  • Original Lead record is read-only after conversion

Einstein Opportunity Scoring

• Leverages AI to create a score from 1-99 

• Helps team focus on the right deals

• Can also use in Reports and Workflows

• Can be seen in compact layout and details section

Forecasts

• Projected revenue estimates within a certain amount of time based off forecast categories

• An admin would need to map the proper forecast categories for each stage to make sure the forecast is as accurate as possible