The Lead Activity replaces Tribe’s previous Lead Organisation and Individual Lead relationship types with a single, unified way to capture and manage potential customers. It is designed to give your sales and marketing teams a structured, trackable pipeline — from the moment a lead enters your system through to qualification and conversion into a prospect with an attached sales opportunity.
For customers that join Tribe from April 30, 2026, the Lead Activity is automatically enabled when the Sales module is activated. It includes pre-built automations to support your team's workflow from day one. By following this guide, you will learn how to configure the Lead activity, manage the automations, create new Leads and progress leads through the pipeline.
Note: Since the Lead Activity replaces relationship types heavily used by our customer base, the rollout to customers that have joined Tribe before April 30, 2026 will happen at a later stage, in June. Additional details will be shared at a later date.
Table of Contents
What Is the Lead Activity?
Prerequisites
Enable pre-built automations
Configure Lead fields
How to Get Started with Lead Activity
How to Create a Lead
How to Progress and Qualify a Lead
Tips and Best Practices
Troubleshooting
Quick Summary
What Is the Lead Activity?
The Lead Activity adds a layer to Tribe, sitting between your marketing activity and your formal sales pipeline. It gives your team a place to capture inbound interest, work leads through a qualification process, and convert only the right ones into a Prospect and Sales Opportunity — keeping your pipeline clean and your forecasts reliable.
Each lead follows a default pipeline of phases:
New → Working → MQL → SQL → Qualified or Disqualified
Prerequisites
The Lead Activity can be used by customers that join Tribe from April 30, 2026. It is available when Tribe’s Sales module is activated.
Enable pre-built automations
The Lead Activity includes pre-built automations, but these are not enabled by default. As an administrator, you will need to activate them manually before your team can benefit from them.
Navigate to Configuration, then select Activities.
Locate and open the Lead activity type.
Locate the Automations tab.
Enable the automations relevant to your workflow using the toggle.
Changes are automatically saved.
Available automations include:
Assign lead to team: When a lead reaches a certain status, it is automatically assigned to a specified team (such as Marketing or Sales) or a specific team member. This requires teams to be pre-configured under Administration > User Rights > Teams.
Assign task to employee: When a lead is qualified, a task is automatically assigned to a team member for follow-up.
Create Prospect and Opportunity: Once a lead is qualified, it is automatically converted into a prospect with a linked sales opportunity.
Update Lead name: The lead name is automatically filled in using the company name field, preventing blank entries in your lead list.
Configure Lead fields
Before using the Lead activity, it is good practice to configure which fields are visible when creating a lead. Capturing the right details at the point of entry makes it much easier to qualify leads quickly.
Navigate to Configuration, then select Activities.
Locate and open the Lead activity type.
Select Fields to review and manage the available fields.
Enable the fields your team needs during lead creation.
Recommended fields include: company name, first and last name of the contact, e-mail address, phone number, website, industry, and company size. You may also add fields such as Decision Maker and Champion to indicate the quality of the contact.Changes are automatically saved.
Note: The fields you choose to display will vary by business. Consider including only the details that help your team determine whether a lead is worth pursuing.
How to Get Started With Lead Activity
Leads have a dedicated dashboard accessible from the left-hand menu. Here, you can view all Leads in a list format or as a Kanban board for a clear overview of where each Lead is in the process. Leads can also be easily moved between stages on the Kanban board by drag-and-drop functionality.
How to Create a Lead
Leads can be created in several ways: manually within Tribe, via the API, through an import, or using a web form. The steps below cover manual creation.
Anywhere within Tribe, click the +Add-button at the top of the page and choose Lead from the activity options.
or
On the Leads dashboard, click the +Lead-button at the top of the page.Fill in the available fields with the lead's details.
Select Save or Save and open to immediately start working on this lead. The lead is created with the status New automatically.
The Lead can now be worked on. Add notes, tasks, appoints, or upload relevant documents. Update the Lead’s status as it progresses through your qualification process.
How to Progress and Qualify a Lead
Leads move through a set of statuses as they progress through your pipeline.
The lead statuses are:
New — the lead has just been created.
Working — the lead is being actively engaged.
MQL (Marketing Qualified Lead) — the lead has met the marketing team's criteria for quality.
SQL (Sales Qualified Lead) — the lead has been accepted by the sales team.
To progress a lead:
Open the Lead record and move it to the appropriate status on the Kanban board or change the status directly on the Lead itself.
When the lead is ready to be qualified, open the Lead record. Select the checkbox on the right of the statuses and select Qualified.
What happens when a lead is qualified:
If a company name was provided, the lead converts to an Organisation Prospect (B2B).
If no company name was provided, it converts to a Private Prospect (B2C).
A sales opportunity is automatically created and linked to the new prospect.
A follow-up task is assigned.
Note: When disqualifying a lead, it is good practice to record the reason (for example, budget, wrong contact, or poor fit). This makes it possible to review patterns over time and refine your approach.
The converted leads will be visible in your list of Prospects.
Pro tip: From the Qualified Lead, you can easily navigate to the Prospect by clicking on the added Relation under Details.
Tips and Best Practices
Track your lead source every time.
When creating a lead, always select a Source. This single habit makes it possible to measure which campaigns and channels are generating the most leads, and to calculate the return on investment of your marketing spend over time.
Record a reason when disqualifying a lead.
Disqualification reasons are not enforced by the system, but recording them consistently is valuable. Over time, patterns such as budget constraints or mismatched contact seniority will surface, helping you refine your targeting and sales approach.
Capture enough detail to qualify at the point of entry.
The more relevant information you collect when creating a lead — such as company size, industry, and whether the contact is a decision maker — the faster your team can determine whether it is worth pursuing. Review your lead fields periodically to make sure they reflect what your team actually needs.
Only move statuses forward.
Lead statuses are designed to progress in one direction. Avoid manually moving a lead backwards, as this will distort your pipeline reports and make it difficult to track accurate conversion data over time.
Troubleshooting
The Lead activity type does not appear when clicking +Add.
The Lead Activity may not be active in your environment. Navigate to Modules and confirm that the Lead module is ticked. If it is not listed, contact your Tribe administrator to verify your subscription includes the Sales module.
For now, the Lead Activity is only available for customers that have joined Tribe after April 30, 2026. If the has been account activated before this date, the Lead Activity will not yet be available. Reach out to your Account Manager for more information.
Automations are not triggering after a lead is qualified.
Automations are not enabled by default. Navigate to Configuration > Activities > Lead > Automations and confirm that the relevant automations have been toggled on. Also verify that your teams are correctly configured under Administration > User Rights > Teams, as the auto-assign automation requires this to function.
A qualified lead did not create a prospect or sales opportunity.
Check that the auto-create prospect and sales opportunity automation is enabled. If it is enabled but the records were still not created, confirm that the lead was formally qualified using the Qualify action rather than simply moved to the SQL status on the Kanban board. The conversion is triggered by the qualify action, not the status change alone.
The converted prospect type is incorrect (B2B vs B2C).
The prospect type is determined by whether a company name was present on the lead at the time of qualification. If a company name was provided, Tribe creates an Organisation Prospect. If no company name was present, it creates a Private Prospect. Review the lead record before qualifying to ensure the correct details are filled in.
Quick Summary
The Lead Activity in Tribe provides a structured pipeline for capturing and qualifying inbound interest before it enters your formal sales process. You can create leads manually, via import, or through a web form, and progress them through a set of forward-moving statuses — from New through to Qualified or Disqualified — with automations handling prospect creation, task assignment, and lead naming along the way. Used consistently, the Lead Activity helps keep your pipeline clean, your forecasts reliable, and your marketing and sales teams aligned around the same data.