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Lead & Sales Management

Capture, assign and chase leads to first deposit

What actually goes wrong

Eight things that cost you the deposit

None of them are the pitch. All of them are the plumbing.

A brokerage rarely loses a lead because a competitor made a better offer. It loses it in the twenty minutes between a form being submitted and somebody deciding whose job that form is — and then again a week later, when the agent who said they would call back is on leave and nobody knows they promised anything.

Every failure below is one a sales manager has watched happen and could not prove afterwards. What follows each one is the part of the module that closes it, and none of it depends on an agent remembering to do something at the end of a long day. That is the whole design principle: if it has to be remembered, it will eventually be forgotten.

  1. 01

    The form went to an inbox nobody owned.

    Web forms, landing pages, affiliate links, imported lists and the open API all post into one queue with an owner already on it. A lead is somebody’s the moment it lands, and the campaign that paid for it arrives attached rather than being reconstructed later from a spreadsheet.

  2. 02

    An hour passed before anyone called.

    Routing rules pick the desk and the agent in seconds, on country, language, campaign or stated deposit intent. A lead left untouched inside its window returns to the pool on its own and goes to somebody who will call it, with the reassignment written down.

  3. 03

    The best leads went to whoever clicked fastest.

    Caps sit on the agent rather than the department, so nobody holds more open leads than they can actually work, and a stand-in covering a colleague never quietly inherits a bigger book. Managers can still reassign by hand — but as an exception that leaves a record, not as the way the desk runs.

  4. 04

    The call happened. The record never heard about it.

    Click to dial writes the outcome, the note, the recording reference and the next action straight onto the lead. Mail and WhatsApp threads hang off the same record. An agent who has to change windows to log a call will eventually stop logging it, so there is no second window.

  5. 05

    The follow-up lived in somebody’s memory.

    Tasks, reminders and automated sequences run off the stage a lead is sitting in. Overdue work shows on the agent’s board and the manager’s at the same moment — which is usually all it takes for it to stop being overdue, without anyone having to chase a chaser.

  6. 06

    The same person was called three times in a week.

    Duplicates are caught on email and phone as they arrive and merged into the existing record, keeping both sources on it. A prospect who filled in two of your landing pages is one lead with two campaigns against it, not two agents working the same person from opposite ends.

  7. 07

    Nobody could say which campaign paid for itself.

    Source, campaign, landing page and introducing partner travel with the lead from the first click through to the funded account. Conversion by source, by campaign and by agent is read off the same records the desk works in, so the report never disagrees with the screen.

  8. 08

    It converted, and the history started again.

    First deposit turns the lead into the client in place — same record, same notes, same source. The trading account, the KYC file, the partner who introduced it and what the win cost all hang off one thing, and still do a year later when somebody asks.

What is in it

Four stages, and the detail under each

The stages are yours to rename and reorder. What sits under them is what the module ships with.

  1. Stage one

    Capture

    Whatever you buy traffic through, it arrives in one queue with its provenance intact. Field mapping is set once per source and reused, so a new campaign is a link rather than a project, and consent is recorded where the lead was collected rather than asserted afterwards.

    • Web forms on your own domain
    • Landing pages
    • Affiliate and campaign links
    • CSV and XLSX import with saved mappings
    • Open REST API
    • Duplicate detection on email and phone
    • Consent and opt-out captured at source
  2. Stage two

    Assign

    Who calls is a rule, not a race. Conditions are written the way a manager would say them out loud, they are evaluated in order, and the first one that matches wins. When nothing matches, round-robin across whichever desk speaks the language picks it up on the same cap and the same clock.

    • Country and language
    • Campaign and source
    • Stated deposit intent
    • Round-robin with per-agent caps
    • Time-window reassignment
    • Desk hours and an overnight rota
    • Manual override with an audit note
  3. Stage three

    Work

    The agent’s whole day happens against the record. Calls, mail, messages, notes and the next action all attach to the lead, and a stage never moves without a reason on it — which is what makes a month of drops worth reading back rather than a column of numbers nobody can explain.

    • Click to dial through your VoIP
    • Call outcomes and recording references
    • Email and WhatsApp threads
    • SMS and automated sequences
    • Tasks, reminders and callbacks
    • Notes and internal mentions
    • Required reason on a drop
  4. Stage four

    Convert

    Conversion is a change of state, not a migration. The lead becomes the client record the rest of the CRM already understands, so onboarding, finance and support open the same thing the sales desk has been working on, with everything that came before it still attached.

    • KYC handed to Veriff or Sumsub
    • Trading account opened on the platform
    • First deposit against the wallet
    • Source and introducing partner carried across
    • Cost per acquisition by campaign
    • Full call and note history retained

Who signs in

One pipeline, read five different ways

Access is set per role, so the same records show a different day’s work depending on who opens them.

  • Agents. Their own queue, the calls due today and the next action already booked. Nothing from another agent’s book, and no way to reach into it — which removes the argument about who was working whom before it starts.
  • Team leads. The whole desk on one board: who is sitting on untouched leads, which stage is jamming, and which reassignment fixes it before the day is gone. Caps and windows are theirs to set per agent.
  • Sales managers. Conversion by agent, desk and stage, plus the drop reasons behind it. Built from the records the desk works in, so there is no export standing between the board and the month’s figures.
  • Marketing. Which campaign produced the deposit, not just the click. Source, landing page and spend attribution follow the lead all the way to the funded account and stay on the client afterwards.
  • Partnerships. Leads introduced by an IB stay tagged to that partner through every stage, so rebates are calculated from the tree rather than from a claim, and a disputed introduction has an answer on the record.
  • Compliance. Consent, opt-outs, call trails and the reason behind every drop sit on the lead and can be read across the whole desk without asking sales to run an export first. Read everything, change nothing.

Most leads are not lost to the competition. They are lost to a follow-up that was never anybody’s job.

Get Your Demo Read the FAQ

Questions about the module

Before you move the desk onto it

The things a sales manager wants settled before a live pipeline is rebuilt somewhere else.

  • Yes — the stages are yours to name, order and add to, and a desk running two products can run two pipelines beside each other. You decide which stages demand a reason before a lead leaves them, which ones start a sequence, and which one counts as converted for the reporting. A pipeline nobody recognises is a pipeline nobody updates, so it is worth the board matching how your desk already sells rather than the other way round.

  • Four ways, all landing in the same queue. Your own forms and landing pages post straight in; affiliate and campaign traffic carries its source through the link; a media buyer’s list is imported with the fields mapped once and reused after that; and anything else — an ad platform, a quiz funnel, a call centre dialler — pushes through the open API. Whichever route a lead takes, the campaign and the introducing partner travel with it, which is what makes the conversion numbers at the end worth reading.

  • Assignment is a rule, not a race. Leads route on country, language, campaign or round-robin, with a cap on how many open leads an agent may hold and a window inside which a new one has to be touched. Miss the window and the lead returns to the pool and goes to somebody else, with the whole thing written down. Managers can still reassign by hand, but that is an exception which leaves a record rather than the way the desk runs from day to day.

  • It does. VoIP providers hook in for click-to-dial and drop the outcome and the recording reference back onto the lead; mail and WhatsApp threads attach to the same record; and SMS or automated sequences run off the stage the lead is sitting in. Everything an agent does in a day happens on one screen, which matters less for tidiness than for the plain fact that an agent who has to switch windows to log a call will eventually stop logging it.

  • They are caught as they arrive, on email and phone, and merged into the record that already exists rather than opening a second one. Both sources stay on the merged lead, so a prospect who filled in two of your landing pages counts once in the pipeline and twice in the attribution — which is the honest way round. It matters most on imported lists, where the same contact often appears across two media buyers and would otherwise reach two agents on the same morning.

  • That is what carrying the source the whole way is for. The campaign, the landing page and the introducing partner are written onto the lead when it arrives and stay on the client record after it converts, so cost per acquisition is worked out against deposits rather than against form fills. You can read it by campaign, by source, by country or by agent, and because it comes off the same records the desk works in, nobody spends the first week of the month reconciling two versions of it.

  • They come across with their history. Open leads arrive with their stage, their owner, their notes and their source intact, so an agent signing in on the first morning finds the book they were working on rather than a blank board. Leads that already converted come in attached to the client record they became, which keeps the conversion figures continuous across the move instead of restarting your numbers on day one.