---
sourceDocument: Australia Sales Customer Relationship Management
sourceDocumentLink: https://www.servicenow.com/docs/r/order-management

 Release :

    - australia

ft:locale :

    - en-US

ft:publication_title :

    - Australia Sales Customer Relationship Management

ft:clusterId :

    - omgmt

bundleId :

    - omgmt

workflow :

    - Customer and Industry


---

# Lead Management

# Lead Management {#ariaid-title1}

* Release version: Australia
* 
* Updated March 12, 2026
* 
* ![](https://www.servicenow.com/docs/portal-asset/ico-clock) 1 minute to read

The Lead Management application enables your sales agents and sales development representatives to create leads and nurture them into opportunities.

In a sales cycle, prospective customers express their interest through various channels, such as website forms, social media, or events. With the information captured through these channels, the sales agent creates a lead. After a
lead is created, it goes through multiple processes to get converted into an opportunity.  
The processes include:

* Lead scoring: Prioritizing leads based on predefined criteria for more focused attention.
* Lead qualification: Determining if a lead meets certain criteria to be considered a sales-qualified lead.
* Lead assignment: Assigning leads to the correct sales development representative to follow up.
* Lead nurturing: Engaging with leads until they become sales-ready.
* Lead segmentation: Categorizing leads based on industry, behavior, or other parameters for targeted marketing.
{#lead-management__ul_mqx_drk_wbc}  
As sales agents move through the lead workflow and recognize interest from customers in buying products, it becomes essential to qualify or convert the lead. This process includes linking the lead to specific accounts and establishing lead qualification, which ultimately generates product orders.Figure 1. Lead workflow in Sales Customer Relationship Management

## What to explore next {#lead-management__section_xqw_hyl_wbc}

To learn about setting up Lead Management, see [Configuring Lead Management](https://www.servicenow.com/docs/hDLqTE8qYLPN7hJMw~zaBA "Install the Lead Management application, which enables sales agents and sales development representatives to create leads and provide pre-sales product recommendations based on customer needs. You then assign the user roles and configure related features, such as needs analysis and kanban view used in Lead Management.").