Providers differ only in an adapter that turns their raw payload into a flat field bag. Everything after that — field mapping, identity dedupe, card creation, the lifecycle and notification spines, the event log — is shared, so a fix lands for every source at once. Leads land in the same table the CRM sync writes to, so the board paints them onto every device with no extra plumbing.
Also called: website form to CRM · facebook lead ads · google lead form · zapier leads · webhook leads
- 1Each source gets its own key and secret; deliveries can be HMAC-signed
- 2The adapter extracts fields keeping the provider's own names, so mapping rows and the debugger speak the provider's language
- 3The normalizer maps fields to name, email, phone, address, county, budget, value, answers or ignore
- 4The card is created in the New Lead stage and fires the same lifecycle row and deduped new-lead notification as every other path
Leads were arriving through a website form, Google and Meta lead ads, an automation tool and a couple of custom integrations, each with its own way in and its own way of failing quietly. Everything now comes through one ingestion path, and nothing is silently dropped: every delivery is recorded — created, duplicate, rejected or errored — with the raw payload kept. A lead worth $30k to $250k deserves a black box, and speed to first contact is the whole game at that size.
- Each lead source needing its own integration and its own bugs
- Leads silently dropped with no record they arrived
- Ad-platform leads never reaching the sales board
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