Multi-Source CRM Unification
A multi-location service business had lead data scattered across Meta ads, DMs, booking systems, forms, and legacy spreadsheets.
Problem
No single source of truth. Duplicate records, missed follow-ups, and inconsistent data made it impossible to track pipeline health or attribute revenue accurately.
- Lead data scattered across 5+ sources
- Duplicate records causing confusion
- Missed follow-ups due to data silos
- No visibility into pipeline health
- Unable to attribute revenue accurately
System Built
Built a unification layer that ingests data from all sources via webhooks and native integrations. Implemented deduplication logic and field mapping to normalize records into a single CRM structure. Added automated tagging for source attribution and lifecycle tracking.
Multi-Source Ingestion
Webhooks and native integrations capture leads from Meta ads, DMs, booking systems, forms, and spreadsheets.
Deduplication Logic
Intelligent matching algorithm identifies and merges duplicate records based on email, phone, and name.
Field Mapping & Normalization
Maps fields from different sources into a unified CRM structure with consistent data formats.
Automated Tagging
Tags records with source attribution and lifecycle stage for accurate tracking and reporting.
Outcome
The unified system eliminated data silos, reduced duplicates by 80%, and provided complete visibility into the sales pipeline with accurate revenue attribution.
Tools Used
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