Routing inbound leads while returning hours to the sales team
A workflow connecting forms, enrichment, scoring and CRM assignment, with a review path for edge cases. This is an example workflow design; the exact approach and results depend on the organisation’s process, data and systems.
- INDUSTRY
- B2B software
- SERVICES
- Workflow Automation, Systems Integration
The problem
Inbound enquiries can arrive through several forms and a shared inbox. A coordinator may copy each one into a spreadsheet, research the company, and message whichever salesperson seems right.
Response times can range from minutes to days depending on who is available.
Typical manual workflow
- 01Form or email receivedmanual
- 02Coordinator checks inboxmanual
- 03Copied to spreadsheetmanual
- 04Company researchedmanual
- 05Salesperson messagedmanual
- 06CRM record createdmanual
Dashed steps are typically done by hand.
The approach
All entry points feed one webhook. Records are validated, checked against the CRM for duplicates, enriched with company data, and scored against the team’s ideal customer profile.
High-fit leads are assigned by territory and receive a first reply immediately. Low-fit or ambiguous leads go to a short Slack review.
Example system design
Design decisions
Why use rules first for scoring
The team can read and change the rules themselves. A model is only needed to normalise free-text job titles.
Why low-fit leads are not discarded
Some strong customers can look low-fit on paper. A quick human check costs less than a missed deal.
Failure handling
Example outcomes
| MEASURE | MANUAL PROCESS | AUTOMATED PROCESS |
|---|---|---|
| Median response time | 6h | <1 min |
| Manual steps per lead | 5 | 0–1 |
| Coordinator hours per week | 16 | <1 |
Technology
- n8n
- HubSpot
- Slack
- Enrichment API
- Webhooks