Breannah Gladden: Creative Composites

Lead Routing Automation

Created 25+ tailored workflows to route leads based on project type, product type, and global territories, ensuring the right salesperson is notified at the right time, every time.

Salesforce
+ HubSpot

Seamlessly integrated Salesforce and HubSpot to sync lead, deal, and sales data across both platforms, improving cross-team communication and enabling real-time data access.

Custom Properties & Email Templates

Designed custom properties in both systems and developed personalized email templates to ensure consistent, automated communication with leads and clients at every stage of the sales process.

Deliverables

Automation Breakdown

The automation starts with three main user-facing forms where leads select their country, state/province (if applicable), project type, and product type. Each salesperson has a unique workflow beginning with filters based on the product or project type, followed by a secondary filter to account for territory assignment.

To create a smoother lead routing process, we implemented an artificial hierarchy through a series of delays, allowing leads time to go through all relevant workflows and "unroll" from irrelevant ones. However, this introduced a challenge: for the first 0-15 minutes after leads entered the funnel, there was no owner assigned.

Initial Consultation Scheduling

(Calendly → HubSpot) Client schedules an initial consultation using Calendly. HubSpot registers the meeting, creates a new deal, and generates a 'Primary Contact' in HubSpot.

Document Distribution

(HubSpot) Automatically sends the client an email containing important PDFs (Engagement Standard, Document Checklist) and a form link for further details.

Engagement Standards Follow-Up

(HubSpot) A 48-hour delay triggers a reminder email if the client hasn’t agreed to the engagement standards.

Initial Meeting & Intake

(Calendly → HubSpot) Post-meeting, HubSpot updates the deal stage based on intake form submission and creates additional contacts for multi-client scenarios, ensuring all clients are associated with the correct deal.

Quote Generation & Payment

(HubSpot) A manual quote is generated within HubSpot, with details like line items, payment plans, and signatures.

Contract Completion

(Zapier + Box) Upon payment, a client folder is created in Box, containing vital client information such as contact details and the signed quote.

ReClient Registration in RedTail

(Zapier + RT) Once the client is fully onboarded, all relevant contact details are pushed to RedTail to complete the process.

SFDC + HubSpot Hangups

Overcoming CRM Limitations

Salesforce (SFDC) has a rule that no contact can be unowned, while HubSpot (HS) does not enforce this limitation. This caused a problem—contacts submitting the forms would be pushed into SFDC and automatically assigned to the default contact owner before our workflows could assign the lead to the correct salesperson.

To overcome this, we created a custom text property called "web visitor," which allowed us to artificially assign the contact to the appropriate salesperson. We then built an automation within SFDC that checks the value of "web visitor" (e.g., "salesperson_name1"). If it matched the assigned salesperson, the lead would be correctly routed within SFDC, prioritizing SFDC data as the primary source for lead assignment.

Ensuring Correct Lead Assignment & Follow-Up

To ensure the correct lead assignment, we added a delay of up to 15 minutes or until the native property "HubSpot Owner" matched the "website visitor" property. If the assignment was correct, the lead would receive the follow-up email, and the salesperson would get the proper notification.

If the workflow failed (e.g., assignment didn’t match), the lead would be enrolled in a bug-triage active list for our team to review and correct the issue, ensuring that no lead was left unattended.

Forms and Custom Logic

To capture lead information efficiently and ensure proper lead assignment, we designed two user-facing forms with project and product logic, as well as custom dropdowns for Canadian provinces.

The front-facing form includes a "project type" dropdown, which dynamically displays relevant "product type" options based on the selected project. This logic allows us to handle both macro and micro projects seamlessly.

To ensure that Salesforce (SFDC) and salespeople don’t see unnecessary product lines on their sales views, we implemented a separate workflow that consolidates all product types—regardless of the project—into a single text field. This field is then passed to the sales team via SFDC, simplifying the view and ensuring better organization.

The form was carefully stylized and integrated into a newly developed website, creating a seamless and visually appealing experience for users while collecting all necessary data for proper lead routing.

Final Thoughts

This project represented a significant leap forward for Creative Composites’ sales and lead management processes. By implementing advanced lead routing automations, custom Salesforce and HubSpot integrations, and tailored workflows, we were able to streamline operations across multiple territories and product types.

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Design Portfolio

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Check out my design portfolio for examples of website and landing page development. You'll also find my collection of digital collateral - emails, CTA's, popups, and Ebooks - all designed and developed by F&FTS.

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Full Website Development

Landing Pages

Digital Collateral

Lead Routing & Sales Workflows Through Salesforce + HubSpot Integration

About the company

Tech Stack Used

Complex Workflows, Seamless Integration