1. Leads & Conversion
What is a Lead?
A Lead is an unqualified prospect — someone who has shown interest but hasn't been vetted yet. Leads exist separately from Contacts and Accounts to keep the core CRM data clean until a lead is qualified.
Lead Conversion
When a lead is qualified, you convert it. Lead conversion creates:
- A Contact (always created)
- An Account (created or matched to existing)
- An Opportunity (optional — you can skip this)
The Lead record is then marked Converted = True and is no longer editable as a lead. Custom lead fields can be mapped to Contact, Account, or Opportunity fields via Lead Field Mapping.
Lead Assignment Rules
Lead Assignment Rules automatically route leads to users or queues based on criteria (geography, lead source, industry, annual revenue, etc.). Rules run when a lead is created, imported via Data Import Wizard, or when "Assign using active assignment rules" is checked on edit.
Web-to-Lead
Web-to-Lead generates an HTML form that automatically creates Leads in Salesforce when submitted by a website visitor. Limit: 500 submissions per day. Excess submissions are queued as tasks for manual processing.
Lead Scoring vs Lead Assignment
- Lead Scoring (Einstein): AI model predicts likelihood to convert based on historical data. Scores 1–99.
- Lead Assignment Rules: Routes leads to the right person/queue based on defined criteria.
Lead conversion always creates a Contact and Account. The Opportunity is optional. The Lead record is NOT deleted — it is marked as converted and remains in the system with Converted = True.
2. Opportunities & Pipeline
Opportunity Key Fields
| Field | Purpose |
|---|---|
| Stage | Where the deal is in the sales process |
| Close Date | Expected or actual close date (required) |
| Amount | Expected revenue from the deal |
| Probability | % likelihood to close (auto-set by stage) |
| Forecast Category | How the deal counts in forecasts |
| Primary Campaign Source | Campaign credited for generating the deal |
Sales Processes
A Sales Process defines which Opportunity Stages are available for a specific record type. Different teams (SMB vs Enterprise, New Business vs Renewal) can have different stage progressions assigned via record types.
Opportunity Teams
Opportunity Teams allow multiple users to collaborate on a deal with defined roles and access levels. Unlike Account Teams (which grant account-level access), Opportunity Teams grant access to the specific opportunity only.
Opportunity Splits
- Revenue Splits: Credit must total exactly 100%. Used for quota attainment tracking.
- Overlay Splits: No percentage limit. Used for overlay or support roles not counted against quota.
Contact Roles on Opportunities
Contact Roles define which contacts are involved in a deal and their role (Decision Maker, Economic Buyer, Champion, Influencer). Critical for complex B2B deals and reporting on stakeholder engagement.
💡 Path on Opportunity records shows key fields and guidance at each stage, coaching reps on what to gather before moving to the next step.
3. Forecasting
Collaborative Forecasting
Collaborative Forecasting is Salesforce's current recommended forecasting tool. It allows managers to view and adjust subordinate forecasts, supports multiple active forecast types simultaneously, and integrates with quota management and Territory Management 2.0.
Forecast Categories
| Category | Meaning |
|---|---|
| Pipeline | Early stage — possible but uncertain |
| Best Case | Could close if things go well |
| Commit | High confidence — rep is committing |
| Closed | Won or Lost — already closed |
| Omitted | Excluded from forecasting entirely |
Forecast Types
Up to 7 active forecast types can exist simultaneously. Types include: Opportunity Revenue, Opportunity Quantity, Product Families, Opportunity Splits, and Territory-based forecasting.
Manager Adjustments
Managers can adjust subordinates' forecast amounts without changing the underlying opportunity data. Adjustments are visible to managers above in the hierarchy but not to the rep whose forecast was adjusted.
Collaborative Forecasting replaced Customizable Forecasting. Customizable Forecasting is legacy. Always recommend Collaborative Forecasting for new implementations. The exam often presents both as valid options.
4. Territory Management
Territory Management 2.0
Enterprise Territory Management 2.0 allows you to create multiple territory models simultaneously (in Planning state), assign accounts and users using assignment rules, integrate with Collaborative Forecasting, and build territory hierarchies for complex sales organizations.
Key Objects
| Object | Purpose |
|---|---|
| Territory Type | Category for territories (Geographic, Product, Industry) |
| Territory Model | Container for the full territory hierarchy |
| Territory | Individual territory unit with assigned users and accounts |
| Model State | Planning, Active, or Archived |
Original vs 2.0
- Original: Only one active model, no Planning state for safe testing
- 2.0: Multiple models in Planning, only ONE can be Active at a time, better forecasting integration
5. Products & Price Books
Products
Products represent items or services you sell. They have a standard price defined in the Standard Price Book. Products are added to Opportunities as Opportunity Products (line items) which track quantity, price, and discount per deal.
Price Books
- Standard Price Book: Auto-created by Salesforce. Contains the default (list) price for each product.
- Custom Price Books: Created for different markets, customer segments, or regions. Can have different prices for the same product.
An Opportunity can use only ONE price book at a time. Adding a product from a different price book replaces the current selection.
Quotes
Quotes capture the price of products offered to a customer. A Quote can be synced to an Opportunity — changes to synced quote line items update Opportunity Products automatically. Only one quote can be synced per Opportunity at a time.
💡 CPQ (Configure, Price, Quote) is Salesforce's advanced quoting product for complex pricing rules, product configuration bundles, and automated approval workflows — far beyond standard Quotes.
6. Einstein & AI Features
| Feature | What It Does | Key Detail |
|---|---|---|
| Einstein Lead Scoring | Scores leads 1–99 by conversion likelihood | Requires historical conversion data |
| Einstein Opportunity Scoring | Predicts likelihood to win by Close Date | Surfaces at-risk deals for coaching |
| Einstein Activity Capture | Auto-logs emails and calendar events | Can add contacts from email signatures |
| Einstein Conversation Insights | AI analysis of recorded sales calls | Identifies competitor mentions, key topics |
| Einstein Next Best Action | Recommends next step on any record | Combines AI + Flow logic |
| Sales Cadences | Multi-step outreach sequences for reps | Part of Sales Engagement (HVS) |
Sales Engagement (formerly High Velocity Sales)
Provides Sales Cadences — structured, automated multi-step outreach sequences defining when and how reps contact prospects (calls, emails, LinkedIn messages). Reps work from a prioritized Work Queue showing their next due cadence actions.
7. Sales Cloud Cheat Sheet
| Item | Key Fact |
|---|---|
| Lead conversion creates | Contact + Account + optional Opportunity |
| Lead after conversion | Marked Converted = True, NOT deleted |
| Web-to-Lead daily limit | 500 submissions/day |
| Active forecast types | Up to 7 simultaneously |
| Revenue splits total | Must equal exactly 100% |
| Overlay splits total | No limit (can exceed 100%) |
| Price books per opportunity | Only 1 at a time |
| Synced quotes per opportunity | Only 1 at a time |
| Forecast categories | Pipeline, Best Case, Commit, Closed, Omitted |
| Active territory models | Only 1 Active (multiple in Planning) |
| Einstein Lead Scoring range | 1–99 |
| Mass list view update limit | 200 records at once |
| Opportunity required fields | Stage and Close Date |
| Account Team vs Opp Team | Account Team = account-level; Opp Team = one deal |
8. Common Exam Traps
After conversion, the Lead is marked Converted = True and remains in the system. Users with "View Converted Leads" permission can still access it.
Contact and Account are always created (or matched). The Opportunity is optional — the exam often implies all three are mandatory, which is wrong.
Revenue splits must total exactly 100% — no more, no less. Overlay splits have no such limit. This distinction is frequently tested.
An Opportunity can only have one active price book. Custom price books must have products added from the Standard Price Book first before custom pricing can be set.
Multiple models can exist in Planning state simultaneously for testing. But only ONE model can be Active at a time. This is a key differentiator from original Territory Management.
Account Teams grant access at the Account level and cascade to child records. Opportunity Teams grant access only to a specific Opportunity — not the parent Account.
Einstein Lead Scoring needs sufficient historical lead conversion data to train its model. It cannot score leads in new orgs or orgs with very few conversions in their history.
Customizable Forecasting is legacy. Always recommend Collaborative Forecasting for new implementations. The exam sometimes presents both as equal options — Collaborative is always the correct choice.
🎯 Practice Mode
Instant feedback and study tips after each answer.
📝 Exam Mode
Answer all 50 questions then submit for your score.