Situation

Leads generated through the website contact form were being handled manually by the sales team. This resulted in delayed follow-ups, inconsistent data entry, and limited context about new leads, making qualification and prioritization inefficient.

Task

My responsibility was to automate the lead creation process end-to-end, ensure all incoming leads were enriched with relevant information, and reduce the operational workload on the sales team.

Action

I integrated Contact Form 7 with Pipedrive CRM using Zapier Webhooks, enabling real-time lead creation whenever a form was submitted on the website. I mapped all form fields directly to CRM properties and implemented logic to automatically assign lead status and source.

To enhance lead quality, I connected a third-party data enrichment tool within the workflow to automatically populate additional firmographic and contextual fields. This provided the sales team with better visibility into each lead before the first contact, without any manual data entry.

Result

The automation reduced sales follow-up time by 30%, as leads were instantly available and fully enriched in the CRM. Manual lead creation and data entry were almost completely eliminated, allowing the sales team to focus more on qualification and conversion rather than operations. The project significantly improved CRM data quality and sales efficiency.