Unifying the Customer Journey: Website, CRM Automation & Executive Dashboard

Context

Marketing performance data (PPC, SEO/AEO, email), lead data, and revenue/product data lived in disconnected systems. Website leads did not automatically route into the CRM, and leadership had no single view tying inbound and outbound marketing effort to pipeline and renewal outcomes. Customer-facing conversations also required manual triage across support, sales, and engineering.

Architecture & Approach

• Built webhook-based CRM lead routing connecting the website directly to the CRM, closing the gap between a form submission and a working lead.
• Designed and built an executive marketing dashboard consolidating PPC, SEO/AEO, and email performance metrics alongside inbound/outbound marketing metrics.
• Modeled leads-gathered data into product buckets and a renewals-vs-active-vs-legacy segmentation so leadership could see acquisition and retention health in one view.
• Designed and implemented an LLM chatbot assistant that routes simple requests to customer service, advises on product fit before handing qualified conversations to sales, and routes deep technical questions to engineering — logging customer context and full transcripts back into the CRM automatically.

My Contribution

I individually designed and built both systems end-to-end: the webhook/CRM integration and dashboard data model, and the LLM chatbot’s routing logic and CRM logging. Dashboard consumption and downstream sales/CS workflows are Adaptigent’s team.

Stack