Case study · Logistics · CRM automation
CRM lead routing: from 60 minutes to 30 seconds
A logistics company with 25+ sales reps cut lead response time 120× by automating lead routing in Pipedrive with Make — delivered in 12 business days.
Client situation
A logistics company received 30–60 new lead enquiries per month across several channels: the contact form, email, and phone. Each lead was reviewed manually, qualified, and routed to the responsible sales rep. The process took 45–90 minutes on average.
Sales reps often saw the notification only the next business day. Research consistently links lead response time to conversion — leads not contacted within the first hour convert up to 7× less often.
Solution: Pipedrive + Make + Gmail integration
We built an automated lead-routing pipeline that takes a fresh lead from intake to a sales-rep notification in under 30 seconds without human involvement.
End-to-end time: < 30 seconds from new lead to the sales-rep Slack notification.
What we automated, step by step
Consolidating lead data from the contact form, email, and phone.
AI tags request type, region, and service category.
The lead is routed to the right sales rep based on rules and current load.
A Slack channel receives the full deal context with a Pipedrive link.
An automatic acknowledgement reaches the lead within 30 seconds, with an audit trail in Make.
Before and after the automation
| Aspect | Before | After |
|---|---|---|
| Lead response time | ~60 minutes | 30 seconds |
| Manual routing work | 45–90 minutes per lead | 0 |
| Missed leads | Occurred regularly | 0 |
| CRM data accuracy | ~65% | >97% |
| Sales time recovered | — | 35% |
Technical architecture
The integration uses Make (Integromat) as the orchestration layer. Every step is auditable in the Make execution log.
| Component | Purpose | Alternatives |
|---|---|---|
| Pipedrive CRM | Deal creation, contact management | HubSpot, Salesforce, Zoho |
| Make (Integromat) | Workflow orchestration | Zapier, n8n |
| Gmail / Outlook | Lead intake channel + client acknowledgement | SMTP, SendGrid |
| Slack | Internal notifications to sales reps | Teams, Telegram |
| Webhooks | Contact form trigger | Typeform, Webflow forms |
Does a similar solution fit you?
Frequently asked questions
- Does this approach also work with HubSpot?
- Yes — the same architecture applies to HubSpot, Salesforce, or Zoho CRM. The API surface is similar and Make supports all of these systems natively.
- What did this project cost?
- This specific project: €1,200. Typical projects of this type land in the €800–2,000 range, depending on complexity, the number of lead sources, and follow-up depth.
- Can our CRM be automated in a similar way?
- Yes — book a free 30-minute audit and we will assess your situation. Most CRM lead routing projects can start within 5–10 business days.
Want a similar result?
A free 30-minute audit confirms whether a similar CRM automation logic fits your sales pipeline.