[FIX] crm: replace old lead scoring content with predictive lead scoring
closes odoo/documentation#4030
X-original-commit: 9f72036be8
Signed-off-by: Melanie Nguyen (meng) <meng@odoo.com>
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=============================
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Assign leads based on scoring
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=============================
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=========================================
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Assign leads with predictive lead scoring
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=========================================
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*Lead Scoring* lets you rank and prioritize leads based on selected criteria. A higher score
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indicates that a lead is more likely to bring value to your company.
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The Odoo *CRM* app can automatically assign leads/opportunities to sales teams and salespeople. A
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standard practice is to assign leads based on the probability of winning each lead. Companies can
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prioritize the leads that are more likely to result in successful deals by quickly assigning them
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to the appropriate salespeople.
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For example, if customers from Canada tend to be more likely to purchase your products, you can
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assign them a higher score than customers from other countries.
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Odoo automatically calculates the probability of winning each lead using a method called *predictive
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lead scoring*.
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Predictive lead scoring
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=======================
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Predictive lead scoring is a machine-learning model that uses historical data from Odoo *CRM* to
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score open leads/opportunities.
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As a company processes opportunities through the CRM pipeline, Odoo collects data on which
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opportunities are won and lost. Predictive lead scoring uses this data to predict the probability
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of winning each new lead or opportunity.
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The more opportunities that are sent through the CRM pipeline, the more data Odoo collects,
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resulting in more accurate probabilities.
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Specifically, Odoo's predictive lead scoring uses the *naive Bayes* probability model:
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.. math::
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\begin{equation}
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P(A | B) = \frac{P(A) \times P(B | A)}{P(B)}
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\end{equation}
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The probability of success of each opportunity is displayed on the opportunity form, and it updates
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automatically as the opportunity progresses through the CRM pipeline.
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.. image:: lead_scoring/probability-opportunity-form.png
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:align: center
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:alt: The probability of success displayed on the opportunity form.
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When an opportunity moves to the next stage, its probability of success automatically increases
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according to the predictive lead scoring algorithm.
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Configuration
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=============
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-------------
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To use scoring, go to :menuselection:`Apps`, remove the :guilabel:`Apps` filter, search for
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:guilabel:`Lead Scoring` and then install the module.
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Predictive lead scoring is always active in Odoo *CRM*. However, the variables used to calculate the
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probability of success can be customized in the settings.
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.. image:: lead_scoring/lead-scoring-module.png
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To customize the variables used by predictive lead scoring, go to :menuselection:`CRM -->
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Configuration --> Settings`. Under :guilabel:`Predictive Lead Scoring`, click on the
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:guilabel:`Update Probabilities` button.
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Then, click on the drop-down menu to choose which variables the predictive lead scoring feature
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will take into account.
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.. image:: lead_scoring/update-probabilities.png
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:align: center
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:alt: Lead Scoring module installation
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:alt: The Update Probabilities window in the Predictive Lead Scoring settings.
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Create scoring rules
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====================
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Any number of the following variables can be activated:
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To manage scoring rules, go to :menuselection:`CRM --> Leads --> Scoring Rules`.
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Customize your rules to fit the needs of your business, and add as many criteria as you want.
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.. image:: lead_scoring/scoring-example.png
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:align: center
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:alt: Score Rule example
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Every hour, Odoo automatically assigns scores to new leads according to your configured rules.
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.. image:: lead_scoring/scoring-section-on-lead.png
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:align: center
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:alt: Scoring section on a lead
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Assign leads
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============
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Odoo can also assign leads to specific teams based on configured rules. To configure assignment
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rules, go to the individual Sales Team's configuration page via :menuselection:`CRM --> Leads -->
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Team Assignment` or :menuselection:`CRM --> Configuration --> Sales Teams`, and apply a specific
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Domain to each team. The Domain can include lead scores.
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.. image:: lead_scoring/team-assignation.png
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:align: center
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:alt: Team Assignments using domains
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Assign leads to specific salespeople using further refined Domains at :menuselection:`CRM --> Leads
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--> Leads Assignment`.
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.. image:: lead_scoring/lead-assignment-filters.png
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:align: center
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:alt: Lead Assignments
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Odoo automatically assigns new leads to teams/salespeople once per day.
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Evaluate and use the unassigned leads
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=====================================
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Not all leads will fall into your set Domains and get assigned automatically by Odoo.
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To view your unassigned leads, go to :menuselection:`CRM --> Leads --> Leads` and select the
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Unassigned filter.
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.. image:: lead_scoring/unassigned-filter.png
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:align: center
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:alt: Filtering for unassigned leads
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- :guilabel:`State`: the geographical state from which the opportunity originates
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- :guilabel:`Country`: the geographical country from which the opportunity originates
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- :guilabel:`Phone Quality`: whether or not a phone number is listed for the opportunity
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- :guilabel:`Email Quality`: whether or not an email address is listed for the opportunity
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- :guilabel:`Source`: the source of an opportunity (e.g. search engine, social media)
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- :guilabel:`Language`: the spoken language specified on the opportunity
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- :guilabel:`Tags`: the tags placed on the opportunity
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.. note::
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You can also find unassigned leads and create re-engagement campaigns using the :guilabel:`Email
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Marketing` or :guilabel:`Marketing Automation` apps.
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The variables `Stage` and `Team` are always in effect. `Stage` refers to the CRM pipeline stage
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that an opportunity is in. `Team` refers to the sales team that is assigned to an opportunity.
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Predictive lead scoring *always* takes into account these two variables, regardless of which
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optional variables are selected.
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Next, click on the date field next to the option :guilabel:`Consider leads created as of the:` to
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select the date from which predictive lead scoring will begin its calculations.
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Lastly, click :guilabel:`Confirm` to save changes.
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Change the probability manually
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-------------------------------
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An opportunity's probability of success can be changed manually on the opportunity form. Click on
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the probability number to edit it.
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.. important::
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Manually changing the probability removes the automatic probability updates for that
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opportunity. The probability will no longer update automatically as the opportunity moves
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through each stage of the pipeline.
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To reactivate automatic probability, click on the gear icon next to the probability percentage.
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.. image:: lead_scoring/probability-gear-icon.png
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:align: center
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:alt: The gear icon used to reactivate automatic probability on an opportunity form.
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Assign leads based on probability
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=================================
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Odoo *CRM* can assign leads/opportunities to sales teams and salespeople based on specified rules.
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Create assignment rules based on the leads' probability of success to prioritize those that are
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more likely to result in deals.
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Configure rule-based assignment
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-------------------------------
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To activate *rule-based assignment*, navigate to :menuselection:`CRM --> Configuration -->
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Settings`, and activate :guilabel:`Rule-Based Assignment`.
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The rule-based assignment feature can be set to run :guilabel:`Manually`, meaning an Odoo user must
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manually trigger the assignment, or :guilabel:`Repeatedly`, meaning Odoo will automatically trigger
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the assignment according to the chosen time period.
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To set up automatic lead assignment, select :guilabel:`Repeatedly` for the :guilabel:`Running`
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section. Then, customize how often Odoo will trigger the automatic assignment in the
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:guilabel:`Repeat every` section.
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.. image:: lead_scoring/rule-based-assignment.png
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:align: center
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:alt: The Rule-Based Assignment setting in CRM settings.
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If rule-based assignment is set to run :guilabel:`Repeatedly`, the assignment can still be
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triggered manually using the circular arrow icon in the :guilabel:`Rule-Based Assignment` settings
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(or using the :guilabel:`Assign Leads` button on the sales team configuration page).
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Configure assignment rules
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--------------------------
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Next, configure the *assignment rules* for each sales team and/or salesperson. These rules
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determine which leads Odoo assigns to which people. To get started, navigate to :menuselection:`CRM
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--> Configuration --> Sales Teams`, and select a sales team.
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On the sales team configuration form, under :guilabel:`Assignment Rules`, click on :guilabel:`Edit
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Domain` to configure the rules that Odoo uses to determine lead assignment for this sales team. The
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rules can include anything that may be relevant for this company or team, and any number of rules
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can be added.
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Click :guilabel:`Add Filter` to start creating assignment rules. Click on the :guilabel:`+` sign on
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the right of the assignment rule to add another line. Click on the :guilabel:`x` symbol to remove
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the line.
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To create an assignment rule based on an opportunity's probability of success, click on the far
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left drop-down menu of an assignment rule line, and select :guilabel:`Probability`.
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From the middle drop-down menu, select the desired equation symbol—most likely the symbol for
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*greater than*, *less than*, *greater than or equal to*, or *less than or equal to*.
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In the far right space, enter the desired number value of the probability. Finally, click
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:guilabel:`Save` to save changes.
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.. example::
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To configure an assignment rule such that a sales team receives leads that have a probability of
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success of 20% or greater, create a :guilabel:`Domain` line that reads: `Probability >= 20`.
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.. image:: lead_scoring/probability-domain.png
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:align: center
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:alt: Sales team domain set to probability greater than or equal to twenty percent.
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Separate assignment rules can also be configured for individual team members. From the sales team
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configuration page, click on a team member in the :guilabel:`Members` tab, then edit the
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:guilabel:`Domain` section. Click :guilabel:`Save` to save changes.
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If automatic lead assignment is configured in the settings, both the sales team and individual team
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members have the option to :guilabel:`Skip auto assignment`. Check this box to omit a particular
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sales team or salesperson from being assigned leads automatically by Odoo's rule-based assignment
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feature. If :guilabel:`Skip auto assignment` is activated, the sales team or salesperson can still
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be assigned leads manually.
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To manually assign leads to this sales team, click on the :guilabel:`Assign Leads` button at the
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top of the sales team configuration page. This will assign any leads that are currently unassigned
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and match this team's specified domain.
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