Marketing and agencies · Sample scenario
Unifying lead sources in the CRM
Website forms and channel events are checked by UTM and identifier, duplicates are merged and every lead is tracked in the CRM with its source.
Problem
Leads come from different channels, the source is not recorded, and it is unclear which channel brings quality customers.
How it works today
A manager copies the lead into the CRM by hand and records the source from memory or not at all. When the same person writes from two channels, two separate records are created.
What this scenario changes
For every form and channel event, UTM parameters and the contact identifier are checked. If there is no UTM, the customer's answer to “how did you find us?” is matched to the channel list with AI. If the source is clear, duplicates are merged, the CRM stage and attribution rule are applied and the channel report is updated.
The process step by step
- Form and channel event: New lead on the website
- UTM and identifier: Parameters and email checked
- Free-form answer matched: “How did you find us?” → channel
- Is the source clear?: There is a UTM or an unambiguous answer
- Duplicates merged: Records with the same email
- Stage and attribution: First-touch rule applied
- Channel report updated: Leads and sales by source
Exception path
- Marketer review list: Source saved as “unknown”
- Lead written to the CRM: Without a source, but not lost
The role of AI
When there is no UTM, matches the customer's free-form answer to “how did you find us?” to the channel list; if it is ambiguous, it does not match.
Human approval and exceptions
If the source cannot be determined, it is saved as “unknown” and goes to the marketer's weekly review list. Missing contact details are never made up or copied from another record.
Frequently asked questions
What happens to leads without a UTM?
The lead is not lost: it is written to the CRM, and if the source cannot be determined it is saved as “unknown” and goes to the marketer for review.
How are duplicates recognized?
Mainly by email or an agreed identifier. If the match is not exact, records are not merged automatically.
Which attribution model is used?
First touch, last touch or another rule, agreed with you and fixed in writing so reports can be compared.