Case Resolution File

CRM Automation Lost Incoming Leads — Chicago

Signal Observed

Sales team reported zero inbound leads despite marketing confirming form submissions. Internal conflict emerged between sales and marketing over lead volume.

Pattern Identified

CRM Automations Not Routing Leads — Lead routing rule silently dropped every submission due to dependency on uncaptured field.

First Move

  • Mapped form-to-CRM data flow and identified deprecated API field
  • Discovered routing automation required "Industry" field that forms didn't capture
  • Found rule evaluated to "false" for every submission — leads dropped silently
  • Estimated 200+ leads lost over 3 months

Outcome

Fixed automation to use available form fields and implemented fallback routing for incomplete data. Set up lead delivery monitoring dashboard. Sales and marketing relationship recovered. All leads now route correctly within 2 hours of submission.

Related Signals

Related Pattern

CRM Automations Not Routing Leads →

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