Case study · the founder’s own agency
Leads get an owner and a task. A report checks that they did.
- Where
- Goodwill Financial: the founder’s independent P&C agency and life MGA, Elmhurst, Illinois
- Status
- Running
- Period
- Web lead routing since June 2026 · call-outcome follow-up since August 2026
1The problem
Leads arrive from the website, ads and the phone. A lead nobody owns in the first minutes goes cold, and dial lists that never get shorter mean the same people get called twice while others are never called at all.
2How it worked before
- Web form emails landing in an inbox, typed into the CRM by hand, if at all.
- No owner and no task on a new lead until someone noticed it.
- Call outcomes logged by the dialer, but the CRM did nothing with them.
3What we built
- Web and ad leads become CRM contacts with an owner by line of business, a call task, and an instant alert to the person who calls back.
- Logged call outcomes act on the CRM: a tag, a stage, a task, or the contact leaving the dial list once the work is done.
- A read-only report that traces every new contact in a period and whether anyone called back.
- A person still makes the call and has the conversation. The system gives every lead an owner and a task, and the report checks that it happened.
4The verified result
| Measure | Result |
|---|---|
| New web and ad leads | Routed to an owner with a task and an alert, running |
| Call outcomes | Act on the CRM every day, so worked contacts leave the lists |
| Follow-up check | A read-only report of every new contact and whether anyone called back |
We do not publish lead counts. Our own volumes are small, and a number with no comparison would only flatter us.
5What it means for the business
- The person who calls back knows about a lead in seconds, with the lead’s details in the alert.
- Lists get shorter as work gets done, so time goes to people who have not been reached.
- The owner can check follow-up without asking anyone.
Not measured yet
Lead-to-appointment and appointment-to-sale rates. We will publish them when the sample is large enough to mean something.
What did not work
For about a month, website leads stopped reaching the CRM because a connection key had expired, and nothing complained. The read-only follow-up report is how we found it, and the key was replaced the same day. Since then we treat a silent integration as a broken one until a report proves otherwise.
Published October 2026. Sources and dates are kept on file. Names of staff and clients are left out.
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