Lead Tracking Automation

Project Overview

This Austin-based boutique marketing firm approached The OPTx in search of a better way to track leads across various service offerings and inbound channels. Prior to our engagement, their lead management was entirely manual — managed via Google Sheets and team-wide Slack messages. Leads were frequently lost, follow-ups delayed, and sales calls missed. As a result, the sales team felt reactive and disorganized, especially during campaign launches.

Our Process

We began by performing a workflow audit and mapping out their ideal sales process from first inquiry to booked call. We discovered that leads came from multiple sources — including contact forms, referrals, DMs, and paid ads — but lacked a centralized intake system. We built a custom Airtable CRM tailored to their services and sales pipeline stages. The Airtable base auto-captures lead info via form integrations, categorizes them by service type, and flags follow-up priorities based on lead status.

To reduce manual work, we connected the Airtable system to Zapier — automating tasks like Slack lead notifications, follow-up reminders, and even status updates to the team’s ClickUp board. We also included smart filters and reporting views, giving leadership a real-time dashboard for pipeline visibility and conversion tracking.

The Outcome

Within the first week of implementation, the team reported immediate clarity in their lead flow. Missed follow-ups dropped to zero, sales calls became easier to manage, and their client close rate increased by over 25% in the first quarter post-launch. What once took a 5-person team to track now runs on one automated system — saving hours weekly and restoring confidence in their growth engine.