Standardizing Lead Capture and Project Pipelines with Airtable Automation
From Missed Follow-Ups to a Scalable, Automated Sales-to-Delivery Process
We built a centralized CRM and project management pipeline that automates lead capture, standardizes project creation, and ensures seamless sales-to-delivery handoffs.
The Challenge
Leads were being captured across different tools with no consistent follow-up, causing missed opportunities and project delays. The business had leads coming in through forms and email but lacked structure to track opportunities, manage tasks, or ensure timely follow-ups.
Our client had leads coming in through forms and email but lacked structure to track opportunities, manage tasks, or ensure timely follow-ups. Projects often stalled at handoff from sales to delivery. Business owners struggled to track pipeline health, sales staff spent too much time chasing leads, and delivery teams lacked clarity on project requirements.
Disconnected Lead Management
Our Approach
We conducted a full process audit of the sales and delivery workflow — from lead capture → qualification → proposal → project execution. Our methodology applied Airtable as the backbone, with schema design for Contacts, Deals, Projects, Tasks, and Deliverables, using Zapier to automate intake and task creation.
Key Discovery Findings
- •Leads often went unrecorded due to form fragmentation
- •Tasks weren't aligned with project phases
- •No visibility into deal stage or cycle time
- •Sales-to-delivery handoffs lacked structure
The Solution
We centralized intake in Airtable, auto-generated projects with role- and phase-based tasks, and added dashboards for visibility. The solution included web forms and landing pages feeding directly into Airtable, deals automatically creating linked Project records with templated tasks and deliverables, and pipeline health dashboards for leadership.
Technical implementation used Airtable as the core CRM/PM system, Zapier automations for form intake, notifications, and project creation, and Slack/Email alerts for follow-ups and deadlines. Integration points included Jotform/website → Airtable → Zapier → Slack/email.
Automated Lead-to-Project Pipeline
Implementation & Results
The project was completed over 10 weeks: discovery + schema design (weeks 1-2), CRM + deal pipeline setup (weeks 3-5), project automation + templates (weeks 6-8), and dashboards + reporting (weeks 9-10).
We provided a playbook for sales and project teams and introduced phase-based templates for consistency. The results exceeded expectations: increased closed-won rate, smoother sales-to-delivery transitions, and more accurate forecasting.
Measurable Outcomes
- •100% of leads tracked in Airtable
- •Proposal turnaround improved by 40%
- •Zero missed follow-ups post-implementation
- •Improved closed-won conversion by 20%