Lead
A Lead is an account that is potentially a client and is an organization type that exists in a market served by ACST that does not have a current active subscription (not a client).
ACST typically considers the following organization types as lead candidates (part of our market):
- Church
- Denominational Office
- Educational Office
- Faith based Non-Profit
- Daycare / PreSchool
Why this matters
The state of the Account Type field and its history is a main determining factor in understanding client churn over time.
From an analytic and reporting point of view, changing an account from a Lead to a Client indicates that that account is a new client. It would show up in the list of new accounts for the month the change was made. This has a cascading effect on many corporate processes and metrics including retention and churn rates.
Changing an account from a Client to a Lead indicates that that account was lost. Again, this has a cascading effect on processes and metrics.
Business rules trigger these changes. Again, the basic premise is that a client has an active subscription asset and a lead does not. Thus, a client converts to a lead when the status of its last subscription asset converts from Active to Not Using. And, an account converts from a lead to a client when the first subscription asset converts to Active.