The Big Picture of Lead Events

A lead has one or more lead events. These events are the actions designed to encourage a customer to participate in a program. For example, one event could be that a letter or an email is sent to a customer.

You define the number and type of events to be initially inherited by a lead by configuring the Lead Event Type Profile on an initiative. Refer to About the Lead Event Type Profile for more information.

A lead event can include one or more steps. The lead event type defines a list of step types, if applicable.

The topics in this section provide additional information about lead events.