CRM System
A lead and campaign operations system ingesting 500+ daily leads from five channels — Facebook, WhatsApp, IVR, IndiaMart, and Justdial — into a unified pipeline with automated assignment and follow-up workflows.
Tech Stack
Responsibilities
- Built a unified lead ingestion pipeline handling 500+ daily leads from five sources — Facebook, WhatsApp, IVR, IndiaMart, and Justdial
- Designed a normalisation layer to deduplicate leads across channels by matching on phone number and email, preventing the same prospect from appearing multiple times in the pipeline
- Implemented source-based routing to automatically assign leads to the correct sales rep based on where the lead originated
- Built automation workflows that triggered a WhatsApp follow-up message within minutes of lead creation, reducing first-response time
- Integrated Facebook Business SDK, WhatsApp API, IVR webhooks, IndiaMart, and Justdial feed ingestion
Case Study
The sales team was operating across five separate lead sources with no unified view. Leads from Facebook ads, WhatsApp inquiries, IVR calls, IndiaMart listings, and Justdial profiles all landed in different inboxes. The same prospect often appeared multiple times across channels. Follow-up was manual and inconsistent, and there was no reliable way to track a lead from first contact through to conversion.
I built a single ingestion layer that normalised incoming leads from all five sources into a common schema before they touched the database. Each source had its own webhook format, authentication mechanism, and payload structure — Facebook signed requests, WhatsApp Cloud API webhooks, IVR POST callbacks, and polling-based feeds for IndiaMart and Justdial. The normalisation step converted all of them into a single lead record format with a consistent set of fields regardless of origin.
Deduplication ran at ingestion time. Incoming leads were matched against existing records on phone number and email — normalising phone formats first to handle the common case of the same number appearing with different country codes or spacing. A matched lead updated the existing record's source history rather than creating a duplicate, so the sales team always had one record per prospect with a full channel history attached.
Source-based routing automatically assigned each new lead to the correct sales rep based on channel — leads from different sources had different qualification profiles and were handled by different team members. An automation workflow triggered a WhatsApp message to each new lead within minutes of creation, cutting the first-response time from hours to under five minutes without any manual action from the team.