The Lead to Account Matching feature helps you automatically connect incoming leads with the right accounts in Salesforce. This ensures better data hygiene, prevents duplicate records, and streamlines the handoff between marketing and sales.
You can create as many matching rules as needed, each tailored to different business scenarios (territory routing, partner programs, key account handling, etc.).
1. When a Match is Found
Defines what happens once a lead is matched:
Match only (link without reassigning).
Match and assign to account owner.
Match and assign under conditions (e.g., only if account type = Customer).
Tip: Start with “Match only” for safe adoption, then expand into assignment rules later.
2. Lead Filters
Control which leads are considered for matching:
Match all leads.
Include only those meeting conditions (e.g., region, company size).
Exclude specific leads (e.g., competitors).
Example: Exclude internal test/demo leads to keep reports clean.
3. Matched Accounts Filters
Define which accounts are eligible:
Match all existing accounts.
Include only those that meet conditions.
Exclude specific accounts.
Example: Include account type = Customer.
4. Match Filters
Adds a layer of filtering to potential matches:
Keep all.
Include only under conditions.
Exclude under conditions.
Example: Use this to limit matches by account tier or territory.
5. Matching Logic
Set the criteria for determining matches:
Default Sweep logic (recommended): Uses standard fields like domain and company name for reliable results.
Custom logic (optional): You can add your own rules if your business has very specific matching needs.
Tip: Most teams get the best results by sticking with Default Sweep logic. Use custom logic only if you have advanced requirements.
6. Match Using Related Objects
Expand matching to related records such as Contacts.
Example: Match a lead’s email with a contact’s email, then link to the contact’s parent account — solving for subsidiaries or alternate domains.
7. Enrich Lead
Populate lead fields with account data.
Example: Copy Account Industry into the Lead Industry field. Helps keep data consistent and reduces manual entry.
8. Tie Breakers
Handle cases where multiple accounts match:
Select one of the Earliest/Latest date fields
9. Matching Settings
Choose how to handle existing matches:
Keep first match (link persists).
Always validate (re-check when data changes).
Tip: Most likely, Keep first match is the best option for you as it prevents disruption. Use Always validate only if your dataset changes frequently and you need matches to update dynamically.
10. Execution Mode
Select permissions for running the action:
User mode (runs under the user’s access).
System mode (runs with system-level permissions).
Tip: System mode ensures consistency across all users.
11. Execute External Integrations
Trigger follow-up actions in third-party tools.
Example: Push matched and enriched lead updates to a marketing automation system.