Replacing fragmented shared-mailbox enquiry handling with a centralised, automated lead workflow across Power Automate, SharePoint and Salesforce — and a lifecycle framework that finally connected a digital enquiry to its sales outcome.
Digital enquiries arrived into shared mailboxes and were handled by whoever opened them first. There was no consistent qualification step, no defined routing logic, and no agreed vocabulary for what a lead's status meant. Two people could describe the same enquiry differently, and often did.
The consequence was not just inefficiency. It was that nobody could answer the only question leadership actually cared about: of the enquiries digital generated, what happened to them?
Marketing could report enquiry volume. Sales could report orders. Nothing connected the two, which meant every conversation about digital's contribution was an argument about attribution rather than a discussion about performance.
A centralised digital lead-management workflow, assembled deliberately from tooling the company already owned rather than a new platform purchase.
Capture. Website enquiries and shared-mailbox arrivals flow into a structured lead master through Power Automate, so an enquiry becomes a record with fields rather than an email in a thread.
Qualification and routing. Defined assignment logic distributes enquiries to the correct business segment and owner — replacing the informal, mis-assignment-prone approach that routinely sent an enquiry to someone with no context for it.
Lifecycle. A single status framework agreed across Digital Marketing, Marketing and Sales:
Pending → Qualified (Hot / Cold) → In Progress → Order Received / Dropped / Junk, with sub-statuses for lost opportunities.
The point of the framework is not the labels. It is that everyone uses the same ones, so a status means the same thing in a dashboard as it does in a sales review.
Reporting. Salesforce reporting built on top: daily digital enquiries by business segment, month-wise lead and opportunity status, owner-wise lead management views, lead ageing and pipeline tracking, plus enquiry-source analysis.
Digital enquiries became traceable end to end. Business heads got visibility into their own segment's pipeline without asking for it. Mis-assigned enquiries — previously discovered weeks later, if at all — became visible immediately. And the conversation about digital performance moved from attribution disputes to pipeline review.
A conversational assistant that turns a visitor's plain-language measurement problem into a cited, technically validated recommendation — with a deterministic rule engine, not the language model, holding all recommendation authority.
Rebuilding a country corporate site from a brochure into a platform that carries product discovery, technical documentation, 3D catalogue, events and enquiry capture — and became a primary source of organic traffic and digital enquiries.
An IT infrastructure operations platform that started as an internal ticketing requirement and grew into a SaaS proposition — SLA management, escalation workflows, asset inventory, monitoring and operational reporting.