How do you convert a lead to a contact in Salesforce?

In Default, a Convert Lead node converts the Salesforce Lead into a Contact, and merges it into an existing record when you set Account to merge into (optional) or Contact to merge into (optional). In Salesforce itself, a rep does the same by clicking Convert on the lead.

Can Salesforce convert leads automatically?

Yes, with a Default workflow: CRM Record Created on Lead starts it, Match Record finds the account, and Convert Lead converts the lead when the workflow reaches that node. In Salesforce itself, reps convert with the Convert button, and developers can use the Apex LeadConvert class.

What permissions does automatic lead conversion need?

Default converts leads through Apex, so the Salesforce user connected to Default needs the Author Apex permission, and Convert Lead is the only node that needs it. Give that user access to every object and field your workflows write. A rep converting by hand in Salesforce needs the Convert Leads permission.

What happens to a lead after it's converted?

After Convert Lead runs, later nodes in the Default workflow can use the Account, Contact, and Opportunity IDs, for example to update the new opportunity or notify the owner. In Salesforce the converted lead becomes read-only, and the conversion can't be undone.

More than Salesforce lead conversion

Convert Salesforce leadsinto the right account

Default converts new leads into the accounts they belong to and books them with the owner.

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New Salesforce lead going through Match Record, with matched leads checked for an owner and the rest kept as leads

Convert on match

A new lead at an existing account converts when the workflow reaches Convert Lead, with no rep involved.

Converted Salesforce leads listed with their accounts, each marked as new or existing

Merge into existing records

Convert into an existing account, or into an existing contact and its account.

Convert Lead settings creating a new opportunity with a set name

Open an opportunity

Create 1 with a name you set during the conversion, or choose None and skip it.

3 October calendars, each with a booked meeting time and the account owner as host

Book with the account owner

A lead from a form books the meeting on the account owner's calendar.

New leads at existing accountsconvert without a rep

CRM Record Created on Lead starts the workflow, Match Record finds the account, and Convert Lead merges the lead into it. Optional settings in the same step pick the owner and whether the lead's LeadSource overrides the existing value.

CRM nodes docs

Convert lead

Lead to convert, the account and contact to merge into, and the opportunity choice.

Lead to account docs

Lead to account matching

Find the account by email domain, with tiebreakers when several match.

Triggers docs

Triggers

Start when Salesforce creates a lead, or from a form, the API, or a webhook.

The opportunity openswith the conversion

Set Connect Converted Lead to Opportunity to New, and Convert Lead creates an opportunity with the name you set. Update Record can then write enrichment data and other workflow values to it.

Convert Lead creating a new opportunity, followed by Update Record writing enrichment fields

CRM nodes docs

CRM nodes

Create, match, update, and convert Salesforce records from a workflow.

Enrichment nodes docs

Enrichment nodes

Fill in company size, title, and more from 1 provider or a waterfall.

The lead bookswith the account owner

For leads that come from a form, Display Scheduler shows the account owner's calendar before the visitor leaves, with a fallback host for when the owner is away.

Demo form submission opening the account owner's calendar on the same page

Scheduler docs

Calendar on the form

The owner's calendar opens over your page, with no second form to fill in.

Routing nodes docs

Routing nodes

Display Scheduler takes the matched account's owner as the host.

FAQ

Questions about Salesforce lead conversion

In Default, a Convert Lead node converts the Salesforce Lead into a Contact, and merges it into an existing record when you set Account to merge into (optional) or Contact to merge into (optional). In Salesforce itself, a rep does the same by clicking Convert on the lead.
Yes, with a Default workflow: CRM Record Created on Lead starts it, Match Record finds the account, and Convert Lead converts the lead when the workflow reaches that node. In Salesforce itself, reps convert with the Convert button, and developers can use the Apex LeadConvert class.
Default converts leads through Apex, so the Salesforce user connected to Default needs the Author Apex permission, and Convert Lead is the only node that needs it. Give that user access to every object and field your workflows write. A rep converting by hand in Salesforce needs the Convert Leads permission.
After Convert Lead runs, later nodes in the Default workflow can use the Account, Contact, and Opportunity IDs, for example to update the new opportunity or notify the owner. In Salesforce the converted lead becomes read-only, and the conversion can't be undone.

Modern foundations for go-to-market

One platform to manage workflows, enrich records, route leads, and schedule meetings.