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Roles: CA Manager, CA Partner - Only CA Managers and CA Partners can create, update, and convert leads. CA Staff has read-only access to the lead list.
Upstream dependencies: None. The Leads Pipeline is the starting point for every new client relationship. Downstream: A won lead converts into a CA Engagement, which is the master record from which all compliance work flows.

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Overview

A CA Lead is a record for a prospective client who has reached out to the firm. Leads help you track every enquiry in one place, qualify the prospect through a defined pipeline, and convert them into an active engagement when they decide to proceed. The pipeline is designed for inbound enquiries only. The system does not include cold outreach tools, which is consistent with ICAI norms prohibiting solicitation.
CA Lead list view showing prospects at different pipeline stages with their lead source and next follow-up date

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Who uses this feature

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Before you start

No prior records are needed. A CA Lead is created from scratch when a prospect first contacts the firm.

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The pipeline stages

Every lead moves through the following stages in order. You advance a lead manually by updating the Stage field and saving.
CA Lead form showing the Stage field with options from New through Won and Lost

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Create a lead

Path: CA Practice Management → Leads Pipeline → CA Lead → New
  1. Enter the Lead Name (company or individual name).
  2. Fill in the contact person’s name, email, and phone number.
  3. Set the Stage to New.
  4. Select the Lead Source (see options below).
  5. In the Lead Service table, add the services the prospect is interested in.
  6. Set a Next Follow-up date so the lead does not sit idle.
  7. Fill in the BANT qualification fields as you learn more (see Field Guide below).
  8. Save.
New CA Lead form with Lead Name, Contact, Stage, Lead Source, and Next Follow-up Date fields visible

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Lead sources

Use the Lead Source field to record where the enquiry came from. This data feeds the source breakdown in firm analytics.

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Log a lead activity

Every interaction with a prospect should be recorded in the Lead Activity table. This creates a dated, searchable log of everything that was discussed, promised, or sent. Path: Open the Lead → Lead Activity section → Add Row
Lead Activity table showing dated rows with activity type and notes for each prospect touchpoint

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Qualify with BANT

When a lead reaches the Qualified stage, fill in the BANT fields to confirm the prospect is a genuine opportunity. These fields help you scope the engagement and set the right fee expectations.

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Mark a lead as Lost

If a prospect does not proceed, set the Stage to Lost. The system requires a Lost Reason before the record can be saved. This is mandatory and cannot be bypassed. Common lost reasons: fee too high, chose another firm, decided to manage in-house, requirement deferred, no response after repeated follow-up.
CA Lead form in Lost stage with the Lost Reason field highlighted

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Convert a won lead

When a prospect agrees to engage, set the Stage to Won and click Convert Lead. Before creating a new engagement, the system checks whether a CA Engagement already exists with the same PAN or GSTIN. If a match is found, the lead is linked to the existing engagement rather than creating a duplicate. If no match is found, a new CA Engagement is created with the lead’s scoping details pre-filled.
CA Lead record in Won stage showing the Convert Lead button and the resulting engagement link
After conversion, the Converted field on the lead is set automatically and the Engagement field shows a link to the new or matched engagement. Both fields are read-only. For the next steps after conversion, see Client Engagements.

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Field guide

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Workflow journey

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Notifications and alerts

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Workspace access

Path: CA Practice Management → Leads Pipeline The workspace card shows:
  • Total leads currently in pipeline
  • Leads by stage (shortcut count)
  • Leads with an overdue Next Follow-up date (quick list)
  • Pipeline conversion rate (chart, visible to CA Partner)
CA Practice Management workspace showing the Leads Pipeline section with stage counts and follow-up alerts

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Best practices

  • Log every interaction as a lead activity. Even a two-minute call should be recorded. Over time, this log becomes your negotiation history and protects you if a prospect later disputes what was agreed.
  • Set a Next Follow-up date every time you save. A lead with no follow-up date tends to stall. If you just spoke to the prospect, pick the next date before you close the record.
  • Use the Turnover Band to scope early. A prospect in the 50 lakh - 5 crore band and one in the 500 crore+ band need completely different service packages. Setting this field at the Qualified stage prevents under-scoping later.
  • Fill BANT fields before moving to Proposal Sent. Sending a proposal before confirming authority and timeline wastes effort. Ensure you know who the decision maker is and when they need services to start.
  • Do not create multiple leads for the same prospect. If a prospect re-enquires after being marked Lost, reopen the original lead and update its Stage rather than creating a new record. This preserves the full interaction history.
  • Lost Reason is valuable data. Fill it thoughtfully rather than selecting a generic option. Over several months, patterns in lost reasons can point to pricing issues or service gaps.