Lead sources
Consolidating forms, campaigns and channels with a documented source for every lead.
Marketing & Marketing Automation
Marketing connected to sales — not a separate email tool.
Planning and connecting marketing processes to Salesforce: lead sources, scoring and qualification, customer journeys, consent, and measuring marketing's actual contribution to Pipeline.
Capability map
What's included, and in what order
Marketing Automation — Capability Map
Lead sources
Consolidating forms, campaigns and channels with a documented source for every lead.
Scoring & qualification
Criteria agreed between marketing and sales, with orderly handoff.
Customer journeys
Behavior-based communication sequences tied to stage in the journey.
Consent management
Recording consent, opt-out and automatic filtering before send.
Attribution
Linking campaign to opportunity and to actual closed revenue.
Data quality
Preventing duplicates and normalizing fields on intake.
Background
What actually determines the outcome
The important question in marketing isn't how many leads were generated, but how many became an opportunity. Without a full connection between the marketing system and the CRM, you can't answer it.
Lead scoring only works when it's built on behavior proven to be predictive. Scoring decided in a single meeting and never revisited turns into noise.
Consent management isn't a legal footnote. It's an operational field that affects every send, which is why it has to live in a single source of truth.
What we do
Areas of work
Scoring & qualification
Criteria agreed between marketing and sales, with orderly handoff.
Customer journeys
Behavior-based communication sequences tied to stage in the journey.
Consent management
Recording consent, opt-out and automatic filtering before send.
Attribution
Linking campaign to opportunity and to actual closed revenue.
Data quality
Preventing duplicates and normalizing fields on intake.
Decision matrix
The decisions that determine the outcome
| Decision | Option A | Option B | What decides it |
|---|---|---|---|
| Where campaigns are managed | External marketing platform | Salesforce | Where the result is actually measured |
| Lead scoring | Demographic only | Demographic and behavioral | Availability of behavioral data |
| Handoff to sales | Every lead handed off | Handed off above a score threshold | Lead volume and sales capacity |
| Consent management | Separate in every system | Single source of truth | Level of regulatory risk |
Where campaigns are managed
- Option A
- External marketing platform
- Option B
- Salesforce
- What decides it
- Where the result is actually measured
Lead scoring
- Option A
- Demographic only
- Option B
- Demographic and behavioral
- What decides it
- Availability of behavioral data
Handoff to sales
- Option A
- Every lead handed off
- Option B
- Handed off above a score threshold
- What decides it
- Lead volume and sales capacity
Consent management
- Option A
- Separate in every system
- Option B
- Single source of truth
- What decides it
- Level of regulatory risk
How we work
Delivery steps
- 01
Map sources
Every channel, form and campaign and what it produces.
- 02
Lead data model
Required fields, normalization and dedupe prevention.
- 03
Define qualification
A criterion agreed between marketing and sales.
- 04
Build journeys
Sequences based on behavior and stage.
- 05
Consent & privacy
Recording, opt-out and pre-send filtering.
- 06
Measurement
An attribution report from campaign to close.
Keep exploring
Related services and guides
FAQ
Marketing automation — questions we hear often
Do we need Marketing Cloud?
Not necessarily. Many organizations achieve the goal with an existing email tool well-integrated with Salesforce. A full platform earns its cost when you have multiple channels, complex personalization and high volumes.
How do we define a qualified lead?
Through a written agreement between marketing and sales: which demographic and behavioral conditions are required, what response time is mandatory, and what happens to a rejected lead. Without that agreement, the argument repeats every month.
What do we do with old leads?
Tag them by source and date, run a re-engagement cycle, and measure response. Anything that stays unresponsive over time is flagged and removed from active cycles, but not deleted — it's data about source quality.
How do we measure marketing's contribution?
Through a full link between campaign, lead, opportunity and close. Without that link, any discussion of marketing's contribution rests on assumptions.
Next step
Plan the marketing-to-Salesforce connection
We'll map lead sources and measurement, and define what's needed to see real contribution to Pipeline.
Next step
Plan the marketing-to-Salesforce connection
We'll map lead sources and measurement, and define what's needed to see real contribution to Pipeline.