Sales: Lead Routing & CRM Sync
Automated B2B lead handling for a software vendor: enquiries from the website, campaigns, and a partner portal are enriched, routed by region and topic, and stored in the CRM with a clean history—no hand-offs and no duplicate records. Delivered by Groenewold IT Solutions in Leer/East Frisia (Made in Germany).
Sales: Lead Routing & CRM Sync
Automation
The Challenge
Many sources, one CRM truth
Marketing generated leads from forms, downloads, and events; sales sometimes tracked activity in spreadsheets. Without shared rules, enquiries landed with the wrong owner or twice—delaying the first meaningful response.
Data quality and GDPR-aligned storage
The client required consent and source metadata per lead so follow-up email and calls stay compliant. Duplicates needed detection and merge without breaking existing customer relationships.
Our Solution
Workflow & integration views
Central intake layer with rules
We implemented an intake layer that normalises all sources: required fields, validation, enrichment (e.g. industry, company size from public data), and scoring for priority. Routing assigns leads to territories and product lines; SLA breaches escalate to team leads.
CRM as system of record
The CRM stays authoritative: writes go through the official API, activities and notes are logged consistently. Conflicts (e.g. an existing opportunity) use defined merge strategies instead of manual duplicate cleanup.
Operations and evolution
The design stays extensible via configuration—new campaigns or form fields can be connected without redeploying the core. Monitoring surfaces bottlenecks (queue depth, error rate) early.
Results
Faster first response, less searching
Sales sees assigned leads in the CRM with context; follow-ups can start from templates. Marketing gets feedback on which channels perform—without spreadsheet exports.
Reference for sales and marketing automation
The project shows how lead flows can be automated with interfaces, rules, and CRM discipline—suited for growing B2B teams.
Features
Feature overview
- Normalisation and validation across lead sources
- Scoring and SLA-based routing
- Dedupe and conflict rules when writing to the CRM
- Notifications to sales and team leads
- Configurable rules without core redeploys
- Monitoring of queues and error rates
- Engineering by Groenewold IT Solutions (Made in Germany)
Project Details
Project
ScaleSoft GmbHCompleted
Rollout and operations (reference project)
Technologies
More References
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