Lead Generation and CRM Integration
Lead Generation and CRM Integration
Available from: v1.0.74
The Lead Generation and CRM Integration module enables your organization to capture prospects from website traffic and marketing campaigns, score and nurture those leads automatically, and manage the end-to-end sales pipeline — all within the platform.
Overview
| Capability | Description |
|---|---|
| Lead Capture | Ingest leads from web forms and marketing campaigns |
| CRM Integration | Bidirectional sync with your existing CRM |
| Lead Scoring | Automatic prioritization based on configurable rules |
| Automated Nurturing | Workflow-driven follow-up communications |
| Sales Pipeline | Visual stage-based pipeline management |
Lead Capture
The platform captures leads from two primary sources:
- Website forms — Embed or connect native lead capture forms on your website. Submissions are automatically ingested and stored in the lead database.
- Marketing campaigns — Integrate with your campaign tooling to pull in leads generated through email, paid, and social campaigns.
All incoming leads are deduplicated and enriched before being made available to scoring and nurturing workflows.
CRM Integration
Connect the platform to your existing CRM to keep lead and contact records synchronized:
- Bidirectional sync — Changes made in the platform are pushed to your CRM, and updates made in the CRM are reflected in the platform.
- Field mapping — Map platform lead fields to your CRM's object schema to ensure data consistency.
- Conflict resolution — Configurable rules determine which system is the source of truth when records diverge.
Note: CRM integration credentials and connection settings are configured by an administrator under Settings → Integrations → CRM.
Lead Scoring
Lead scoring helps sales teams focus on the highest-value prospects.
- Scores are calculated automatically when a lead is created or updated.
- Scoring criteria can include engagement signals (e.g. form interactions, email opens), firmographic attributes, and campaign source.
- Score thresholds determine when a lead is escalated to a sales representative or moved to the next pipeline stage.
Scoring rules are managed under Settings → Lead Scoring.
Automated Lead Nurturing
Nurturing workflows automate follow-up communications so no lead goes cold:
- Define a workflow — Set entry conditions (e.g. score range, lead source, lifecycle stage).
- Add actions — Configure automated messages or tasks to be triggered at each step.
- Set delays — Space out communications by time intervals appropriate to your sales cycle.
- Monitor performance — Track open rates, responses, and stage progressions from the nurturing dashboard.
Workflows are created and managed under Sales → Nurturing Workflows.
Sales Pipeline Management
The sales pipeline gives revenue teams a structured view of every active lead:
- Customizable stages — Define pipeline stages that reflect your organization's sales process.
- Drag-and-drop progression — Move leads between stages manually, or let automated scoring and nurturing rules advance them.
- Pipeline metrics — View aggregate pipeline value, conversion rates by stage, and average time-in-stage.
- Team assignment — Assign leads to individual sales representatives or teams.
The pipeline is accessible under Sales → Pipeline.
Permissions
| Role | Access |
|---|---|
| Admin | Full access including settings, integrations, and workflow configuration |
| Sales Manager | Pipeline view, lead assignment, workflow monitoring |
| Sales Representative | Assigned leads, pipeline stage updates, communication logging |
| Marketing | Lead capture configuration, nurturing workflow setup |