Turning fragmented marketing leads into a traceable sales pipeline.
A platform that collects leads from forms, ads and marketing tools, keeps every source event, and moves qualifying leads into an explicit deal process.
01 — In short
This platform is a lead-to-deal system built on Laravel. It collects leads from forms, ads and marketing tools through webhooks, keeps every source event, and turns qualifying leads into deals with explicit stages.
02a — The problem
Leads arrived from several channels into spreadsheets, inboxes and a CRM that never quite agreed. Context disappeared between the first form submit and the first sales call.
02b — What we chose
Centralize intake through webhooks, keep duplicate source events instead of silently dropping them, and model lead and deal stages as explicit, tested transitions.
What I built
- Inbound lead capture from multiple form, advertising and marketing sources.
- Deduplication that still retains subsequent form events for the same person.
- Activity timelines: messages, events, notes and attribution data.
- Automatic deal creation from qualifying leads with modelled state transitions.
- Product and inventory sync with an e-commerce platform, plus CRM and calendar integrations.
- Admin filtering and reporting across the lead and deal lifecycle.
Decisions that shaped it
Keep every source event
When the same person submits again, the easy option is to drop the duplicate. I tied every event to the same person instead, so sales sees the whole history and nothing disappears because of a deduplication rule.
Stages as tested transitions
Lead and deal stages are modelled as explicit transitions. A deal can only move in the ways the process allows, and those moves are covered by tests.
One intake for every channel
Each channel feeds the same intake instead of its own spreadsheet or inbox. The CRM and calendar integrations hang off that single path.
05 — What changed
Sales and marketing shared one traceable path from first touch to deal stage. No conversion-rate claims here. You get a pipeline you can actually inspect.
What it doesn’t do
I’m not publishing conversion figures, because I don’t have client-approved numbers. What the platform gives you is a pipeline you can inspect: every event, message and note for a lead in one timeline.
Common questions
A repeat submission is information: the person came back, maybe through another channel. Keeping each event gives sales the full history and keeps the attribution data intact.
Forms, advertising and marketing sources on the intake side. On the other side a CRM, a calendar, and an e-commerce platform for product and inventory sync.
No. It works with the CRM. The platform gathers and structures leads and deals, and syncs with the CRM and calendar integrations.
Related reading
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