Lead capture and validation
Connect agreed enquiry sources, check required fields and preserve the source and timestamp so your team can understand where a record came from.
Every enquiry.
A clear next step.
An enquiry arrives. The right record, owner and follow-up should follow. We build CRM automation around your sales process, connecting the places leads arrive with the people and systems that take them forward.
Map your enquiry workflow- Connected enquiry sources
- Clear ownership and status
- Fewer duplicate records
The gap between “received” and “someone is handling it”.
Website forms, inboxes and booking tools can each contain a different piece of the customer story. When someone has to copy everything into a CRM, records arrive late, useful context disappears and it becomes difficult to see what needs attention.
We map the lead lifecycle and automate the stable parts: validation, matching, routing and task creation. AI can help interpret free-text requests when that is useful, while clear rules handle required fields and ownership. Automated outreach is separately agreed, including when a person should review a message.
Build a sales process people can follow.
Contact matching
Define how a new enquiry matches an existing contact or company, with a review route for ambiguous matches instead of blindly merging records.
Routing and tasks
Assign enquiries using agreed rules, create the next task and make unassigned or overdue work visible.
Pipeline reporting
Build reporting around consistent stage definitions and actual record states. Keep enquiries, qualified opportunities and completed sales distinct.
From web enquiry to owned opportunity.
The starting point
A form email waits in a shared inbox. Two people respond, and neither knows whether the contact already exists in the CRM.
A better way forward
The workflow checks the submission, finds a possible existing record, assigns an owner and creates a review task with the original enquiry attached.
- 1
Validate and match
Check the enquiry and resolve possible duplicate records.
- 2
Assign and prepare
Create the agreed record and task, keeping the original context available.
- 3
Track the outcome
Record progress and highlight failures or overdue actions for the team.
An illustrative engagement. We agree the actual scope, access and success measures with your business.
Something useful.
Yours to put to work.
The engagement has a clear scope and a tangible handover. We agree the deliverables before work starts.
Discuss the scopeA lead lifecycle map
Sources, record types, required fields, stage definitions and ownership rules.
Working CRM workflows
The scoped connections, duplicate handling and task or status changes, tested against sample records.
An exception and recovery process
Visibility of failed deliveries, ambiguous matches and records that need a person’s attention.
Team documentation
A guide to the workflow, responsibilities and how to change routing or follow-up rules.
How we work with you.
Follow an enquiry
Trace a real lead from its source to the eventual outcome.
Agree the rules
Define records, ownership, matching and the boundary for any automated message.
Test the awkward cases
Check repeats, incomplete submissions, changed details and unavailable systems.
Hand over control
Train the team and make workflow failures and next actions visible.
A few things
you might be wondering.
Questions about your own setup?
Let’s talk it through
Does CRM automation need AI?
No. Rules are often the right choice for record creation, task assignment and status changes. AI may be useful for understanding free-text enquiries or preparing a summary, but it should solve a specific problem in the workflow.
Can you work with our existing CRM?
We check its APIs, native automations, permissions and licence restrictions first. The proposal identifies the supported connection and any limitations. A new CRM is not assumed to be necessary.
Will this send sales emails automatically?
Only if that is explicitly included in the agreed scope. A workflow can prepare drafts and tasks for your team instead. Any automatic messaging needs approved content, suppression rules and a clear owner.
How do you avoid creating duplicate contacts?
We agree matching rules using stable identifiers where available, protect against repeated delivery of the same event and route ambiguous cases for review. A shared name alone is not a reliable basis for merging records.
Can you fix old CRM data as part of the project?
Data review and cleanup can be scoped separately from new automations. We identify the records and rules involved, preserve a recovery route and review proposed merges or destructive changes before applying them.
How will we measure success?
Useful measures include time to ownership, missing required fields, duplicate creation, failed transfers and manual handling effort. We agree a baseline and distinguish operational improvement from sales revenue that has not yet happened.
A little clarity before the next step.
Give the next enquiry somewhere useful to go.
Tell us what you’re working on. We’ll help you find a practical next step.
Map your enquiry workflow