Lead Sources
Unifying forms, campaigns, and channels with a documented source for each lead.
Marketing and Marketing Automation
Marketing connected to sales — not a separate emailing system.
Planning and connecting marketing processes to Salesforce: lead sources, scoring and qualification, customer journeys, consents, and measuring marketing's actual contribution to the Pipeline.
Capability Map
What's Included and in What Order
This map illustrates the work layers in this service, from infrastructure to user-facing capabilities.
Marketing and Marketing Automation — Capability Map
Lead Sources
Unifying forms, campaigns, and channels with a documented source for each lead.
Scoring and Qualification
Agreed criteria between marketing and sales and orderly transfer.
Customer Journeys
Communication sequences based on behavior and stage in the journey.
Consent Management
Recording consent, removal, and automatic filtering before sending.
Measuring Contribution
Connecting campaigns to opportunities and actual closure.
Data quality
Preventing duplicates and normalizing fields upon entry.
The Background
What Truly Matters Here
The important question in marketing is not how many leads were generated, but how many of them turned into an opportunity. Without a full connection between the marketing system and the CRM, it's impossible to answer it.
Lead scoring only works when it's derived from proven predictive behavior. Scoring determined in one meeting and not re-evaluated becomes noise.
Consent management is not a legal appendix. It is an operational field that affects every send, and therefore it must reside in one single source of truth.
Areas of Work
What we actually do
Scoring and Qualification
Agreed criteria between marketing and sales and orderly transfer.
Customer Journeys
Communication sequences based on behavior and stage in the journey.
Consent Management
Recording consent, removal, and automatic filtering before sending.
Measuring Contribution
Connecting campaigns to opportunities and actual closure.
Data quality
Preventing duplicates and normalizing fields upon entry.
Decision Matrix
Decisions that determine the outcome
| Decision | Option A | Option B | What is Decisive |
|---|---|---|---|
| Campaign Management Location | External Marketing System | Salesforce | Where the Actual Result is Measured |
| Lead Scoring | Demographic Only | Demographic and Behavioral | Availability of Behavioral Data |
| Transfer to Sales | Transfer of Every Lead | Transfer After Score Threshold | Lead volume and sales capacity |
| Consent Management | In each system independently | A single source of truth | Regulatory risk level |
Campaign Management Location
- Option A
- External Marketing System
- Option B
- Salesforce
- What is Decisive
- Where the Actual Result is Measured
Lead Scoring
- Option A
- Demographic Only
- Option B
- Demographic and Behavioral
- What is Decisive
- Availability of Behavioral Data
Transfer to Sales
- Option A
- Transfer of Every Lead
- Option B
- Transfer After Score Threshold
- What is Decisive
- Lead volume and sales capacity
Consent Management
- Option A
- In each system independently
- Option B
- A single source of truth
- What is Decisive
- Regulatory risk level
How We Work
Execution stages
- 01
Source Mapping
Every channel, form, and campaign and what it generates.
- 02
Lead model
Mandatory fields, normalization, and duplicate prevention.
- 03
Credential definition
Agreed-upon criterion between marketing and sales.
- 04
Journey building
Sequences based on behavior and stage.
- 05
Consents and privacy
Registration, removal, and filtering before sending.
- 06
Measurement
Contribution report from campaign to close.
Continue from here
Related services and guides
Frequently Asked Questions
Frequently Asked Questions
Is Marketing Cloud mandatory?
Not necessarily. Many organizations achieve the desired outcome with an existing email tool well-integrated with Salesforce. A full platform justifies itself when there are multiple channels, complex personalization, and high volumes.
How is a qualified lead defined?
Through a written agreement between marketing and sales: what demographic and behavioral conditions are required, what is the mandatory response time, and what happens to a rejected lead. Without this agreement, the discussion recurs every month.
What do you do with old leads?
Mark them by source and date, run a re-engagement communication cycle, and measure response. What has not responded over time is marked and removed from the active cycle but not deleted — it is information about the source's quality.
How is marketing contribution measured?
Through a full link between campaign, lead, opportunity, and close. Without such a link, any discussion about marketing contribution is based on assumptions.
The Next Step
Planning Marketing Connection to Salesforce
We will map lead sources and measurement — and define what is needed to see a real contribution to the Pipeline.