Configuring Leads in Bitrix24 CRM
A lead is an initial inquiry: a form submission from the website, an incoming call, an email, a messenger message. It's unclear if it's a real potential customer yet — it's a lead. The task of the lead pipeline is to filter non-target inquiries and convert quality ones into contacts and deals.
Enabling Leads
Leads can be disabled if the portal operates in "simple mode". Check and enable: CRM → Settings → Other Settings → CRM Mode → Classic (with leads).
After enabling, the "Leads" section appears in the CRM main menu.
Lead Stages
By default, Bitrix24 has standard lead stages: "Not Processed", "In Progress", "Clarifying Information", and final ones — "Converted" and "Low Quality Lead".
Stages are edited in CRM → Settings → Stages and Pipelines → Leads. For each stage, color and order are set.
Recommended stages for a typical sales department:
| Stage | Manager Action |
|---|---|
| New | Awaits first contact |
| Call Attempt | Unable to connect |
| Negotiation | Dialogue established |
| Converted | Deal created |
| Non-target | No interest or not our customer |
Lead Fields: What to Configure
Lead fields are configured in CRM → Settings → Fields → Leads.
Standard fields worth checking and hiding if unnecessary: HONORIFIC (salutation), SECOND_NAME (patronymic) — rarely needed.
What to add for business specifics:
- Detailed Source — aside from the system "Source" field, store UTM tags or specific platform.
- Product of Interest — what product/service the customer requested.
- Region — if you operate in multiple regions.
- Inquiry Comment — brief summary from the first conversation.
Required fields on lead conversion: at minimum phone or email — conversion is meaningless without contact data.
Automatic Lead Creation
Leads are created automatically when:
- Incoming call — if enabled in telephony settings: CRM → Telephony → "Create lead on incoming from unknown number".
- Website form — through Bitrix24 CRM form or integration with external forms (Tilda, WordPress) via webhook.
- Open channel — message from website chat, VK, Telegram creates a lead or deal.
- Email — message to a connected mailbox creates a lead.
-
REST API —
crm.lead.addfrom any external system.
On auto-creation, it's important to configure deduplication: if a phone number already exists in the database — don't create a new lead, attach the call to the existing contact.
Lead Conversion
After qualification, the lead converts: click "Convert" button in the lead card. Bitrix24 offers creating:
- Contact (individual).
- Company (legal entity).
- Deal — and immediately select a pipeline.
Data from lead fields transfers to created entities. Configure mapping: which lead field goes into which contact/deal field — CRM → Settings → Lead Conversion.
Robots and Triggers for Leads
Automation at the lead level: robots trigger on stage change or by time.
Typical robots for leads:
- New lead → notify responsible → create task "Call within 10 minutes".
- Call attempt × 3 → stage change → notify supervisor.
- Lead unprocessed for 24 hours → escalate to supervisor.
Setting up a lead pipeline with automation takes from half a day to a day depending on logic complexity.