CRM architecture · Lead operations · AI extraction

Every lead source, structured inside one sales pipeline.

I migrated Penot's lead operation into GoHighLevel and connected forms, phone calls, AI extraction, tasks, appointments, and pipeline movement.

Explore the system ↓

303opportunities centralized

8lead entry points

1operational pipeline

Built with

WordPress

CallRail

Make

GoHighLevel

Slack

01 / System map

Different lead sources become one consistent record.

The system normalizes web and phone enquiries before they enter the CRM.

LEAD SOURCES

5 website formsQuote and enquiry data

2 CallRail accountsCalls and transcripts

▦Additional formExternal lead source

→

PROCESSING

Normalize, enrich, deduplicate, routeLIVE

✦AI extractionName, budget, suburb, address, intent, notes

→

CRM OUTPUT

Create contactCreate opportunityAssign pipeline stageCreate next task

GoHighLevelCRM + pipeline

✦AITranscript enrichment

SlackTeam alerts

02 / Production flow

From enquiry to next action, automatically.

Every lead arrives with enough context for the team to act instead of investigate.

01☎Lead arrivesForm or phone call

→

02⇄NormalizeStandard field structure

→

03✦EnrichAI extracts sales context

→

04⌕CheckFind contact and opportunity

→

05▦Update CRMCreate or update records

→

06✓Assign actionStage, owner, task, alert

→ The sales team receives structured context and a clear next action, not another raw enquiry.

03 / Logic layer

The pipeline responds to real operational events.

Tasks, appointments, and completed work move the opportunity forward.

CALL RECEIVEDAnswered or missed?Answered calls are enriched from the transcript. Missed calls keep the phone number and source.→ Create the correct lead record

RECORD CHECKContact exists?The system searches before creating anything and updates the existing opportunity where possible.→ Reduce duplicates

STAGE CHANGEWhat should happen next?Each pipeline stage creates the appropriate task and assigns the responsible team member.→ Clear ownership

APPOINTMENT BOOKEDMilestone completed?Booking a site measure moves the opportunity into Site Measure Booked automatically.→ Pipeline stays current

04 / Operational impact

A clearer sales operation from first contact onward.

The CRM reflects the real work instead of becoming another system the team must maintain.

BEFORELeads spread across sourcesCall details trapped in transcriptsTasks created manuallyPipeline stages fall behind

→Operational CRMLead data, context, stage, and next action stay connected

AFTERLeads centralizedFewer missed detailsTasks assigned automaticallyPipeline mirrors the work

THE OPERATIONAL VALUEThe team spends less time reconstructing what happened and more time moving opportunities forward.

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