The situation and Advery's role.
Lead, campaign and customer records were fragmented across acquisition paths and the CRM. Management could not consistently connect a source enquiry with its owner, follow-up and eventual commercial outcome.
Advery's work covered the record audit and the operating design: how leads are captured, assigned, followed up and measured across the customer journey.
Built and delivered through Advery.
- CaptureSource and identity
- AssignOwner and fallback
- Follow upDated next action
- RecordCommercial outcome
Consent, attribution and exception handling run through the lead-management design.
What changed.
Reconcile the records
The CRM gap analysis and campaign review made the missing handoff visible. Separate nurture and reactivation populations were assessed before planning further campaign activity.
Make follow-up accountable
The lead-management design specified ownership, routing, response standards, a dated next action and escalation. Consent and suppression rules were included before campaign activation.
Connect activity to the outcome
The attribution model linked campaign sources and digital events with CRM stages and commercial outcomes. Consistent definitions covered contact, conversion, repeat value and retention.
What the record shows.
The delivery record combines the audited gap analysis, campaign review and lead-management design. Workflow specifications and attribution requirements define how the next change can be tested and measured.
Supporting records and safeguards
Supporting records
- CRM gap analysis and audited record reconciliation
- Lead-management requirements, current-state workflows, CRM field structures, routing rules and service levels
- Audience segments, nurture journeys, campaign logic, consent and suppression safeguards
- Attribution model connecting source, UTM and digital events to CRM opportunity and commercial outcomes
- Customer lifecycle, retention, reactivation, churn-risk and next-best-action design
- KPI definitions and reporting across contact, conversion, repeat value, retention and preventable churn
Decision rights and safeguards
- Identity, consent, eligibility and suppression before campaign activation
- Named lead owner, response service level, fallback, dated next action and escalation
- Consistent funnel, conversion, revenue, retention and churn outcome definitions
- Campaign entry, exit, pause, exception and human-review rules
- Source, campaign and journey attribution carried into CRM and management reporting
About the figures
- 1,963 unique calculator users absent from the audited CRM extract
- Unique calculator users absent from the CRM extract examined in the audit. This is a reconciliation finding, not a count of recovered sales.
- 2,798 historical nurture starts reviewed
- Historical nurture starts examined in the campaign review. The count describes entries into nurture journeys.
- 513 reactivation candidates identified
- Candidates identified during reactivation preparation, before campaign activation.
- 407 records ready for measured preview
- Records passing the recorded readiness checks for a measured preview.