Reviewing and delivering leads

Leads from your lead forms arrive in Grow → CRM → Lead Generation. The page has three tabs: Inbox for reviewing leads, Delivery for emailing qualified leads to your team, and Reporting for lead quality by source.

Before you start

• Lead forms must be included in your subscription's package. See Package and add-ons.
• You need permission to view leads. Recording feedback, changing delivery settings and converting leads to opportunities each need their own permission. See Users, teams, groups and permissions.

How leads are sorted

Each lead has a status, worked out in this order:

• Duplicate: the same email address or phone number was already submitted through this form.
• Rejected: the visitor gave a disqualifying answer.
• Qualified: the score reached the form's Qualified threshold.
• Needs review: the score is below the threshold.

You can also set a lead to Accepted yourself, or change its status, using Feedback.

When a lead is Qualified, Structurell matches it to an organisation and contact in your CRM, or creates them, and records an activity against them. It is then sent to your delivery channels. See Organisations and contacts.

Review a lead

1. Go to Grow → CRM → Lead Generation and stay on the Inbox tab.
2. Narrow the Lead Inbox list if you need to: choose a Status, enter a campaign's ID in Campaign, or type in Source or Search.
3. Select a lead. Its details show on the right: Score, Source, Submitted and Campaign, followed by:
   • Submission answers and Normalized answers: what the visitor entered.
   • Source metadata and UTM fields: where the visitor came from.
   • References: the page, form and campaign, with links to the CRM contact and CRM organisation.
   • Duplicate signals, Spam signals and Delivery events.
   • AI enrichment, if your subscription includes it.

A lead with no source or UTM source is recorded as direct.

Record feedback on a lead

Use the Feedback panel under the inbox list to record your verdict on the selected lead.

1. Choose an Action: Accepted, Rejected, Duplicate, Qualified or Needs review.
2. Optionally choose a Rating from 1 to 5 and enter a Reason and Notes.
3. Leave Metadata as it is unless you have been asked to change it. It must stay valid JSON, such as {}.
4. Select Save feedback.

The lead's status changes to the action you chose. Choosing Accepted also matches the lead to an organisation and contact in your CRM, or creates them.

Convert a lead to an opportunity

A lead that is Qualified or Accepted shows Convert to opportunity next to its status.

1. Select the lead in the inbox.
2. Select Convert to opportunity, then confirm.

Structurell creates an opportunity on the organisation's deals, keeping the lead's campaign, source and attribution. The button then changes to Open opportunity, which takes you to the organisation.

Email qualified leads to your team

1. Open the Delivery tab.
2. Under Email channel, tick Enable email delivery.
3. In Email recipients, enter the email address that should receive qualified leads. Use one address, such as a shared sales inbox.
4. Select Save.

Each new Qualified lead is then emailed to that address, with the visitor's answers and a button that opens the lead in the inbox. Every attempt is listed under the lead's Delivery events.

The Manual channel section lets you record a Manual owner and Manual instructions for your team. It is a note only and does not send anything.

Check lead quality by source

Open the Reporting tab to see Source quality.

1. Optionally enter a campaign's ID in Campaign to report on one campaign.
2. Read the summary tiles: Total leads, Accepted rate, Duplicate rate and Rejected rate.
3. Use the table to compare sources by Leads, Accepted, Qualified, Duplicates and Rejected.

The report covers leads from the last 90 days. If more than 100 leads arrived in that time, the figures are based on the most recent 100.

Troubleshooting

• A lead is missing from the inbox. Some submissions are dropped before they become leads. See the troubleshooting section in Building lead forms.
• Qualified leads are not being emailed. Check that Enable email delivery is ticked and Email recipients holds a single valid address, then look at the lead's Delivery events for a failed attempt. Only leads that qualify when they arrive are emailed: changing a lead's status with Feedback does not send it.
• Reporting is empty. You may not have permission to view lead reporting, or there were no leads in the last 90 days.
• Save feedback shows an error about metadata. Put {} back in Metadata and try again.