Lead to Account Workflow

Mike Jones
Mike Jones
  • Updated

A workflow to convert a lead to an account can be accomplished using advanced functions in your lead pipeline. This article will provide information on creating a workflow to automatically convert Leads into Accounts when the Lead is associated with an account. We will use the Lead's email address domain to associate a lead with an existing account.  


  • Review Pipeline Basic.
  • A Salesforce synapse.
  • Your accounts should have a Domain field with the company domain populated. 
  • Create or configure the SFDC Account ID field in the Salesforce Account object to store the Salesforce Account ID.
  • Setup your Reference Data with a dataset of free email domains. Download a list here if you need a free email list. 

Create the Domain Field on your Lead Entity Schema

Create a new field called Domain on your Lead entity.

  1. Go to Schema Studio.
  2. Click the Fields button on the Lead entity.
  3. Click New Draft.
  4. Click Add Field.
    Set up the new field with these properties:
    • API Name: Domain
    • Display Name: Domain
    • Data Type: String
  5. Click Create, then publish.

Set up the Domain Field Pipeline

The Domain field pipeline will work to extract the Domain field from the Lead's email address unless the email address is a free mail address (gmail.com, outlook.com, etc.). The Domain value will allow you to look up a matching account record. 

  1. Go to Sync Studio and edit your Lead entity pipeline then edit the Domain field pipeline.
  2. Add these nodes and functions to the Domain field pipeline.
    • SFDC Lead Email (Source)
    • Extract Domain function
    • Lookup Reference Data function
    • Decision
  3. Configure the Salesforce source and set it to the Lead Email field.
  4. Connect the Salesforce source node to the Extract Domain function. Configure this function with the option Root Domain.
  5. Connect the Extract Domain function to the Lookup Reference Data function.
  6. Configure Lookup Reference Data to use the Free Email Domains dataset you created at this article's beginning. This function will allow you to filter for free email domains and exclude them from the workflow. Your dataset should have one column for Domains and another with a static value free_email_domain.
    • Dataset: Select Free Email Domains
    • Lookup Key: Select Domain
    • Destination Field: Select IsFreemail
    • Default Value: Select the token Output from Previous node
  7.  Connect the Lookup Reference Data function to the Decision function. The Decision will be configured to evaluate if the Lookup Reference Data function has found a free mail domain. Search for Output from Lookup Reference Data. That condition will determine the results from the Lookup Reference Data function. Set the condition to Not Equals free_email_domain.


That completes the configuration of the Domain field pipeline. Optionally, add any destinations that you would like to sync to. 


Configure your Lead Entity Pipeline

This part of the configuration will focus on the entity pipeline. The workflow will start with the Syncari core node. From the core Lead node, you will add these functions and action in this order:
Decision >> Lookup Syncari Record >> Decision >> Convert Salesforce Lead action

  1. Connect the Syncari Core Node to the Decision. Configure the Decision with any business rules you would like to set to allow a lead to be converted. In this example, we configured it only to allow non-converted Leads that have the Domain field populated (e.g., Leads that have an email address that is not a free mail domain).

  2. Connect the Decision to the Lookup Syncari Record function. Set up the Lookup Syncari Function to look up the Account entity. The condition should be set to find an account with a Domain equal to the Domain on the Lead. Use the Equals Ignore Case option if you don't want to worry about upper or lower case differences. You can sort the results if you don't believe the Domain is unique across your accounts. If so, you'll associate the Lead to one of the accounts according to the sort configuration. The best practice is to set the Domain as a unique value per account.
  3. Connect the Lookup Syncari Record function to another Decision. This Decision will be configured to determine if the lookup function found an account record based on the matching Domain. Search for the condition by typing in "Lookup." You should see an option labeled Lookup Result from Lookup Syncari Record. Set the condition to Is Not Empty.

  4. Connect the Decision to the Convert Salesforce Lead action. The action has multiple settings to configure. Some may be required depending on your use case. See this article for details about each setting.

For this example, we will specify the Account ID, set the Do Not Create Opportunity to Enabled, and Convert Status to Converted. This configuration will convert the Lead and create a new Contact with that Contact associated with the Salesforce Account found with the Lookup. The token to use with the Account ID field is {{previousLookup.values.<ACCOUNT_ID_FIELDNAME>}}, the field name for the SFDC Account ID. In this example it is sfdc_account_idTo get your specific field name, go to Schema Studio > Account and view the Fields on your Account Entity. Find the API Name for the SFDC Account ID field and enter that into the token. 


Congratulations! You have configured a Lead to Account workflow. This workflow can be modified according to your specific business needs. Contact Us if you need any further help.



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