Site-to-CRM Lead Sync: Scenarios That Hold Up
Author: WebGoodPeople
Site-to-CRM integration usually breaks in the process details, not the API. Below is a baseline set of scenarios that cuts manual work and stops losing deals in the funnel.
The minimal set of scenarios
- A lead or contact is created the moment a request comes in.
- Source and channel are recorded on the card.
- The status on the site updates from CRM.
- Integration errors are logged and alerted on.
Common mistakes
- Statuses and pipeline stages don't match.
- UTM tags and the original source get lost.
- Duplicates appear because there are no unique identifiers.
How to make it resilient
- Define a source of truth for each field.
- Introduce single identifiers for the client and the deal.
- Add retries and an error log.
- Set an SLA for reacting to failures.
Takeaway
Integration isn't a one-off script. It's a working process. When it's transparent, sales run without losses.
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