CRM INTEGRATION
Every enquiry lands in one place, with its source attached.
The failure is always the same: a form on the site, an email to an inbox, and a spreadsheet somebody updates when they remember. Leads sit unanswered for days, the same person appears three times under two spellings, and nobody can say where the good ones came from. Integration fixes the plumbing — one destination, one record per person, source attached at the moment of capture.
I work either into your existing CRM through its API, or into one I build when the off-the-shelf options cost more per seat than the pipeline is worth. I have built and run one: leads, contacts, pipeline stages, exclusive buckets, campaigns, templates, suppression lists, a single mailbox with sending aliases, all on Postgres on a VM I operate myself.
The part people skip is reconciliation, and it is the part that bites. On my own import of 1,467 leads, a single SQL comparison against a NULL column silently hid 152 of them from every bucket — the counts looked plausible and the leads were invisible. So every integration I hand over includes a count check: forms submitted versus records created, run on real data before you trust it.
WHAT I DO
- Field map — every form field to its CRM field, required set agreed and optional ones marked, written down before anything is wired
- Capture endpoint with server-side validation and spam filtering, so a bot cannot flood the pipeline overnight
- Deduplication rule — email first, then phone, then name-and-company, with merge behaviour decided rather than discovered in production
- Source and campaign attribution carried from UTM into the record, so the CRM can actually answer which channel pays
- Pipeline stages and a suppression list shaped around how you really follow up, not the vendor default template
- Reconciliation check plus a failure path that queues and retries rather than dropping a lead when the CRM API is down
- Documentation for whoever inherits it: endpoints, keys, field map, and what to do when a lead is reported missing
HOW I WORK
- 01
MAP
Agree the field map, the required set and the dedupe rule on paper, because every later bug traces back to one of those three.
- 02
WIRE
Build the capture endpoint, push to the CRM API, and store the submission locally first so a failed push never loses the enquiry.
- 03
RECONCILE
Run real submissions through the whole path and compare counts end to end, including the edge cases that create duplicates.
- 04
HAND OVER
Document the keys, the field map and the recovery steps, then watch the first week of live leads before calling it done.
BEST FOR
- Businesses where enquiries arrive by form, email and DM and no single list exists
- Teams paying per seat for a CRM nobody fills in, where automated capture has to come before adoption improves
- Anyone about to spend on ads who needs lead source recorded at capture instead of guessed at month end
- A sales pipeline where duplicate records mean two people call the same prospect
NOT THIS
- Not a sales process. The CRM will hold stages and reminders; whether anyone follows up is a management problem, not a technical one.
- No telephony. Call tracking, IVR and dialler integration were costed here and never built, so they are not on offer.
- Not a visual automation platform build. Integrations here are code I write and operate, not drag-and-drop workflow tools I would be rusty in.
THE PROOF
Published case studies from digital experience work. Each one names the client and shows what was delivered.
STRAIGHT ANSWERS
REST OF DIGITAL EXPERIENCE
MAKE A
WISH.
Tell me what you're building. I'll tell you how loud it can get.
- /01
YOU WRITE
Tell me what you're building and what's in the way. Two lines is enough.
- /02
WE TALK
A 30-minute call, booked within 7 days. Real questions, no pitch theatre.
- /03
YOU GET A PLAN
Scope, timeline and an honest number, usually within a week.