TLDR: Contacts are raw person entities living in a pool. A lead is created once a contact is added to a campaign. A lead on a campaign can be called.
Adversus operates with two different terms when working with data related to person records — namely contacts and leads. This can cause some confusion, and it's essential to know the difference when working with data import and export in Adversus.
Every data import in Adversus is inserted into a pool — whereas a contact is created. You can look at the pool as your interactive excel-sheet, from where you can use your data for future operations. Some contacts will never come further than the pool; others will be added to one or multiple campaigns, whereas one or multiple leads are created based on the single contact. Hence, a lead is essentially a contact that is added to a campaign.
How is the data behavior?
A campaign has a set of related fields. This is essentially the fields from the contact object that should be visible in that particular use case. This means that you can work with "hidden fields" — data related to the contact — but not visible on the single lead/campaign. This is useful in scenarios where you want to build some background logic based on the field values but don't want to expose these fields to the agents on a particular campaign.
Since the data field values are stored on the contact object, any changes made on the lead fields will be visible on all other related leads. So if you're updating the phone number on one campaign, this particular change will be visible on any lead related to the same contact. In this way, we ensure that all leads are based on the latest contact information we have.
Any campaign-related information such as the current status, number of contact attempts, or similar, is stored on the lead object. Henceforth we can use this campaign-related information to build further logics — for example, by adding the contact to a new campaign if they previously have been closed as a "success" on another campaign.
Why import a contact without adding it to a campaign?
There are multiple scenarios where it is necessary to have a pool of contacts without being active on campaigns as leads. That could be use cases such as
- Using the contacts as a blacklist (could be existing customers, external do-not-call lists, and similar).
- Having a list of back-up contacts could be used if a campaign has run out of leads before time.
- Storing historical lead activity for a contact to use in automated flows.