Moving records from capture to CRM
Revenue workflow automation
The LeadScale Engine™ checks lead and contact data, then delivers records into the systems your team uses. Every lead receives four quality checks against your programme's criteria.
Records enter the LeadScale Engine through a form, file, API or configured integration. The Engine processes them through checks in an order agreed with the client, then delivers them to one or more named destinations. Whether someone needs to upload, transfer or download a file depends on the route.
Follow the record through the programme
You identify the sources and destination systems. LeadScale's technical team sets up the connections and processing flow, with the criteria and processing order agreed before the programme starts.
- Receive it. A system submits data through the Engine's API or a configured integration. File-based routes include transfer to a file location and manual upload. A web form can submit directly into the flow.
- Check it. Every lead goes through four quality checks, finishing with a review by one of our team. Their criteria come from the programme. A failed lead is corrected where it can be fixed, or rejected with a reason. Other record processing and exception handling follow the rules set for the work being done.
- Add information where needed. Enrichment can add missing fields where the programme calls for it. The processing depends on the work agreed for those records.
- Deliver it. The Engine sends records through a standard integration, the receiving system's API or a file-transfer route. Processed records can also be downloaded. A record can go to more than one system.
- Reconcile the delivery. On programmes supplying records against an order, what was delivered is reconciled against what was ordered.
The order of the checks matters. A duplicate check can run before a phone-number lookup, for example, so repeated copies of the same record do not all incur the same lookup. That is one possible sequence, not a fixed processing order.
For the technical flow, see lead validation. The buyer guide to lead checks sets out the four quality checks. The Engine configuration section of technical data services covers the work involved in setting up the flow.
What moves with the record
Every client gets an Engine login to see the programme as it runs.
Agreed processing.
Leads go through the four quality checks against your programme's criteria before onward delivery. Other records receive the processing set for the work being done.
More than one destination.
A record can be delivered to several systems, rather than a single endpoint.
Delivery reconciliation.
Where records are supplied against an order, the delivered records are reconciled to it.
Record history.
For records created through a LeadScale programme, source, timestamp, lineage and consent audit information travel with them.
Outcome feedback.
On programmes set up for it, outcomes from your systems can be fed back into subsequent programme inputs.
Checking at capture: Everest
Everest used Engine code to check phone numbers as visitors entered them on its enquiry form. The Everest case study explains those checks and what they meant for its contact centre. It illustrates checking at capture, rather than the whole delivery workflow described here.
Connect the workflow to the outcome you need
The client and LeadScale agree what the programme is trying to optimise for. Where you share outcome data, the Engine and connected systems can be configured around those outcomes.
A returned signal might concern qualification, an opportunity, a conversion, a sale or revenue. The signal is chosen for the programme; different platforms accept different signals and formats. No programme needs to use every available signal.
The Engine handles record processing and delivery alongside your other tools. Campaign calendars and attribution models remain jobs for the systems you use for them. If you want us to run the follow-up, LeadScale Services can manage an email nurture sequence for you.
Questions about the route
Where is manual work involved?
API and configured-integration routes let systems exchange records. Manual upload and download require someone to handle a file. Moving a file is different from re-entering its values; the route should make clear which work remains with a person.
Which systems can receive records?
Salesforce, HubSpot and Marketo have named integration pages. Other delivery routes use the receiving system's API or files. The integrations catalogue explains the destinations and connection options.
Can a record that fails a check still reach a destination?
A lead cannot be delivered while it still fails the quality checks. It is corrected where it can be fixed, or rejected with a reason. For other records, what happens after a failed check is set by the programme's rules.
Can outcomes from our CRM feed back into the programme?
Yes, where the programme is set up for it. The client and LeadScale agree what the programme is trying to optimise for. Where you share outcome data, the Engine and connected systems can be configured around those outcomes. The returned signal and its format depend on the programme and connected systems.
Where does the hand-off need attention?
Bring the systems your records move between, and the point where they still need a person.