Apps and digital products
We connected marketing campaigns, WhatsApp, and CRM for a furniture company that needed greater visibility into its sales inquiries. We focused on capturing, categorizing, and tracking leads to provide a clearer view of the sales process.
Context and challenge
The company invested in digital marketing campaigns that directed potential customers to forms and WhatsApp. However, the leads reported by advertising platforms did not match the records in the CRM, making it difficult to understand what happened between the initial inquiry and the sales follow-up.
Some inquiries were missing from the CRM, while others were incorrectly attributed to their source. The distinction between organic and paid leads was unclear, and manual processes made it harder to accurately assess campaign performance.
The challenge was to streamline this process using the tools the company already had in place. We needed to identify discrepancies, improve lead tracking, and establish a reliable data foundation to evaluate both lead generation and sales performance.
What TABI did
We reviewed the lead journey from digital campaigns through WhatsApp and into the CRM. We cross-checked records, identified lead classification issues, and implemented automations and additional monitoring processes to improve tracking and follow-up.
Solution and implementation
We started with the CRM and WhatsApp integration the company already had in place. Building on that existing setup, we addressed lead tracking and classification issues that made it difficult to connect incoming inquiries with lead generation efforts.
The n8n automations and tracking spreadsheet supported daily operations. Cross-referencing data across platforms helped identify missing leads and source attribution discrepancies that had gone unnoticed when each tool was analyzed separately.
This approach allowed us to evaluate lead generation and sales follow-up using a consistent framework. The discrepancies identified became specific areas for technical and operational review, rather than getting lost among reports showing conflicting figures.
Results
Cross-referencing records revealed discrepancies between the leads generated by marketing campaigns and those captured in the CRM. This helped identify specific tracking and classification issues that made it difficult to accurately assess sales performance.
The company gained an additional monitoring tool to review data across marketing campaigns, WhatsApp, and the CRM. This process made it easier to identify missing records and provided a clearer foundation for collaboration with the sales team and the CRM provider.
The project also helped distinguish lead generation challenges from integration and follow-up issues. This distinction provided a clearer framework for determining which improvements were needed in the marketing campaigns and which had to be addressed within sales operations.
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