Case study · Deep dive · CRM and sales
From lead to sale: connecting campaigns to the CRM
As long as campaigns and the CRM do not talk to each other, you optimise forms, not sales. How we connect them, what it changes in channel choices, and the numbers of two groups already doing it.
Guyane Automobile (MotorK CRM) and GGP Auto (UpYourLeads CRM)
What gets in the way
Two worlds that do not talk
As long as campaigns and the CRM do not talk to each other, you optimise forms. Not sales.
The cheapest lead is not necessarily the one who buys. Without a link to the CRM, a campaign bringing lots of half-hearted leads looks better than a campaign that sells.
At Guyane Automobile
798 website leads, 29 sales traced
Every night, each website lead is matched with its CRM record, then its opportunity and its sale, along with the visit that came before.
At GGP Auto
The cost of a car sold
At GGP, the matching covers every lead in the CRM: channels are compared on what they sell, and cost per sale becomes the reference number.
Checklist
Connect your campaigns to your sales in five steps
What you need, and in which order.
- A shared identifier
The lead's number, the time to the minute, the car: what lets you find the same lead on both sides.
- The source kept with the lead
Channel, campaign, keyword and landing page travel with the lead all the way to the CRM.
- The CRM sending its updates
Every new lead, opportunity and sale reaches our data, in real time when the CRM allows it.
- Matching every night
Leads, opportunities and sales are matched automatically, with no manual entry.
- The budget following sales
Campaigns are compared on cost per sale, and the budget moves every month.
Frequently asked questions
Connecting the CRM: what we get asked
Which CRM do you need?
The one you have. Guyane Automobile uses MotorK's CRM, GGP uses UpYourLeads: we adapt to what the CRM can send.
Why are not all leads matched?
Because tracking only fires with the visitor's consent. At Guyane Automobile, just over half of website leads are matched; we say so in every report.
How long does it take to set up?
A few weeks: time to connect the CRM, check the website tracking and let the first sales come through.
What would it look like for your dealerships?
The calculator prices your campaigns in two minutes. Or write to us: we reply within 24 hours.