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How to Use Custom Fields in Opportunities to Enhance Lead Management

By Tim West


In today's competitive business landscape, effective lead management is crucial for the success of any company. Understanding the needs and preferences of potential customers can significantly improve sales conversion rates. However, gathering and organizing this information can be a challenge, especially when dealing with a large number of leads. In this article, we will explore how custom fields in opportunities can be utilized to gain a more in-depth understanding of leads and enhance lead management. We will delve into the various aspects of this topic, supported by verbatim quotes from a conversation between two experts in the field.

Exploring Custom Fields in Opportunities

To begin our exploration, let's take a closer look at how custom fields can be used within the context of opportunities. In the conversation, the speakers discuss a hypothetical scenario where a roofing company generates leads through a short survey on their website. However, without accessing each opportunity individually, it becomes challenging to see the specific information provided by the leads in the survey. One of the speakers explains:

"We can see the leads inside the pipeline here, but unless we click into every opportunity, we can't see what they inputted in the survey when they completed it." - Speaker B

To address this issue, custom fields can be added to opportunities, allowing for a more comprehensive view of the leads. In the example provided, two custom fields were created: one for determining whether the lead has a flat roof or not, and another for indicating the age of the house. Speaker B elaborates on this:

"A simple yes-no dropdown for if they have a flat roof or not and a dropdown for the age of the house." - Speaker B

Filtering Opportunities for Targeted Lead Management

The ability to filter opportunities based on custom fields provides a powerful tool for targeted lead management. By applying filters, sales teams can focus their efforts on leads that meet specific criteria. Speaker A highlights the importance of this feature:

"In order for our sales team to call the right leads, we can filter inside of opportunities." - Speaker A

The conversation then delves into the practical application of filtering opportunities. Speaker B explains how the filtering functionality can be used to narrow down leads based on various criteria:

"We give them the opportunities to apply the filter on a range of standard opportunity fields. But we can also filter based on opportunity fields as well." - Speaker B

For instance, if the roofing company does not service houses over 100 years old, they can exclude such leads from their view. However, if a house over 100 years old has a flat roof, the company might still consider it. Speaker B demonstrates this by discussing the logic behind filtering:

"We'd have to switch our logic to 'or,' which means only one of these conditions needs to be met, and we can filter if they have a flat roof or not." - Speaker B

This flexibility in filtering options empowers businesses to tailor their lead management strategies to their specific needs and preferences.

Creating Custom Fields in Opportunities

The conversation also touches upon the process of creating custom fields within opportunities. Speaker B provides a step-by-step guide on how to add custom fields:

"If I click on an opportunity card, I can click down here, add and manage fields. If I give that a click, it will take me to custom fields under settings, and we simply add a new field here." - Speaker B

By following these steps, businesses can easily create custom fields to capture additional information about their leads. Speaker B further illustrates this by creating a custom field to determine the type of house:

"If I choose my field type for radio select and we'll give the field a name. We'll give options down here. So detached. And finally, one more terrace." - Speaker B

Once the custom field is created, it becomes visible within the opportunities pipeline, enabling businesses to filter and analyze leads based on this specific information.

Implications and Potential Impact

The utilization of custom fields in opportunities has significant implications for lead management. By capturing and organizing detailed information about leads, businesses can gain a deeper understanding of their target audience. This, in turn, allows for more personalized and effective sales strategies. Speaker A emphasizes the importance of this feature:

"Filtering can be super useful. Creating custom fields inside opportunities is easy to do." - Speaker A

The ability to filter opportunities based on custom fields not only streamlines the lead management process but also improves the overall efficiency of sales teams. By focusing their efforts on leads that meet specific criteria, sales representatives can maximize their productivity and increase the likelihood of successful conversions.

Conclusion and Future Outlook

In conclusion, the use of custom fields in opportunities offers a valuable tool for enhancing lead management. By capturing and filtering leads based on specific criteria, businesses can gain a more in-depth understanding of their target audience and tailor their sales strategies accordingly. The conversation between the two experts sheds light on the practical application of custom fields and the potential impact they can have on sales conversion rates.

As technology continues to advance, we can expect further developments in lead management systems. The integration of artificial intelligence and machine learning algorithms may enable businesses to automate the filtering process and provide even more accurate insights into lead preferences and behaviors. This, in turn, will empower sales teams to make data-driven decisions and optimize their conversion rates.

In the ever-evolving world of sales and marketing, staying ahead of the curve is essential. By leveraging the power of custom fields in opportunities, businesses can gain a competitive edge and unlock the full potential of their lead management strategies.

Disclaimer: The quotes used in this article are verbatim and direct excerpts from a conversation transcript. The opinions expressed in this article are those of the speakers and do not necessarily reflect the views of the author or the publication.