Case Study
Restructuring a 9K-Contact CRM to Fix Lead Flow, Stages, and Follow-Up
Inherited a disorganized Follow Up Boss setup with ~9,000 contacts, no unified pipeline stages, and inconsistent lead routing. Rebuilt the system end-to-end: lead flow, contact staging, drip campaigns, instant response triggers, and a re-engagement campaign for cold leads.
The problem
9,000 contacts, no structure. Stages undefined, lead sources unsegmented, drips missing or outdated, cold leads untouched. Large database, largely unusable.
How I approached it
Rebuilt pipeline stages from scratch, mapped each lead source to the right drip, set up instant response triggers for new leads, and deployed a re-engagement campaign for cold contacts.
Scoped and directed a third-party specialist on technical buildout. Documented agent follow-up workflow inside the CRM so the team had a clear process to execute.
What was built
01
Pipeline stages rebuilt: scrapped the inconsistent existing stages and created a unified, agreed-upon staging system that reflected the actual sales process.
02
Lead source segmentation: each source (FB ads, Google ads, website, events) routed into the correct pipeline with appropriate drip campaigns attached.
03
ASAP lead response system: automated instant response triggers plus a defined manual follow-up process for agents, so no new lead went cold in the first hour.
04
Drip campaign overhaul: existing campaigns audited, rewritten, and aligned to contact stage and lead source. New sequences built where none existed.
05
Cold lead re-engagement campaign: written and deployed to reactivate untouched contacts sitting in the database with no active follow-up.
06
Agent follow-up workflow: proposed and documented a simple cold calling and follow-up process inside FUB for the sales team to execute.
Lead sources and pipeline stages
Lead sources mapped
Facebook Ads
Lead ads routed directly into FUB with instant response trigger
Google Ads
Third-party managed, integrated into CRM pipeline
Website Forms
Organic inbound, segmented by inquiry type
Events
Manually entered and staged, drip assigned on entry
Unified pipeline stages built
New Lead
Attempted Contact
Active
Nurture
Under Contract
Closed
Cold / Re-engage
Tools used
Follow Up Boss
Zapier
Meta Ads Manager
Google Ads (3rd party)
n8n
How it was managed
Scoped the full project, brought in a third-party specialist for buildout support, and oversaw execution end-to-end. All stage logic, segmentation rules, campaign copy, and workflow design were owned and directed in-house.