Routing Plan
Build Plan
Working document · yours to extendLive walkthrough included
ProjectCadence ·Project engagement
Every qualified lead routes. No submissions lost between submit and SQL.
Forms, routing, qualification logic, and CRM piping. Closes with a documented Routing Plan and a live, instrumented conversion path from first byte to owner assignment.
Inside the Dynamic Infra layer of the Dynamic Ad operating system. Run as a wedge, or with the full stack.
Buyer trigger
Slot · The RevOps Lead With Routing LossSignal · Active
The RevOps Lead With Routing LossSubmissions outnumber CRM records. Reps get assigned leads they cannot reach because the qualification logic dropped a field. The funnel between form submit and SQL is patched across three vendors and nobody owns the routing graph.
Signals firing the engagement
Form submissions and CRM-created records disagree by double digits week over week
Rep complaints surface duplicate, mis-routed, or contextless leads on a recurring basis
Qualification logic lives across landing-page scripts, Zapier, and a CRM workflow nobody wrote
Routing Plan. The conversion path engineered as one continuous flow.
A documented routing graph from form submit to owner assignment, with qualification logic, enrichment hops, and CRM piping engineered as one continuous flow. Every node instrumented and observable.
How the build runs.
Write access · documented cadence · operator-led
Phase 01 · Intake
Routing inventory and access
Existing forms, qualification logic, routing rules, and CRM workflows inventoried. Read and write access provisioned across form platform, automation layer, enrichment vendors, and CRM.
Phase 02 · Design
Routing graph and qualification rules
Routing graph designed end-to-end. Qualification rules consolidated, scored, and sequenced. Field contracts and fallback policy specified per node before the build begins.
Phase 03 · Build
Forms, routing, and CRM piping
Forms engineered against the documented payload. Routing engine, qualification rules, and enrichment hops built. CRM objects, owner-assignment rules, and observability instrumented per hop.
Phase 04 · Handoff
Routing Plan and live walkthrough
Routing Plan signed off and version-controlled. Live walkthrough with sales operations and revenue leadership. Alerting rules attached so attrition surfaces before a rep raises a ticket.
Questions buyers ask before scoping Conversion Infrastructure.
Which CRMs and form platforms do you support?
Salesforce, HubSpot, Pipedrive, and Close on the CRM side. Most major form platforms (HubSpot Forms, Webflow, Typeform, custom React) and the common automation layer (Zapier, Make, n8n, Workato). Bespoke stacks are scoped at intake.
Does this replace our marketing automation platform?
No. The build operates upstream of marketing automation, owning the path from form submit to CRM record creation and owner assignment. Nurture, scoring, and lifecycle automation continue to run in your existing platform against a now-clean lead object.
Can you handle our enrichment vendors?
Yes. Clearbit, ZoomInfo, Apollo, and Cognism are commonly integrated. Sequencing, timeout, and fallback policy are designed at the routing-graph stage so a slow vendor does not delay owner assignment.
How do we know the routing actually works after handoff?
Routing observability is instrumented per hop with alerting on attrition spikes, payload mismatch, and assignment failure. The Routing Plan document is the canonical reference for the next engineer extending the system.
Scope the Conversion Infrastructure. Routing Plan at handoff.
Integrated scopeEngineered cadenceRouting Plan on handoff
After the projectConversion Surface.Pages above the form are leaking before they reach it. Surface Build instruments them from the first byte.Other engagements under Dynamic Infra
Each is sold standalone or stacks with the others into a single foundational build.