Aerial view of a large logistics park at sunset

Freight forwarder: one pipeline from quote request to CRM

Quote requests stop getting lost: the website, CRM and Google Ads are connected so every enquiry arrives once, with its source, and qualified quotes flow back to the ad account.

Playbook
Logistics
IT consulting
Web development
Google Ads

Start the presentation

Typical situation

Quote requests reach the business through a website form, three email inboxes and the phone. The sales team re-types them into the CRM, duplicates are common, and marketing cannot tell which campaigns produce real quotes.

Goals

Route every web enquiry into the CRM automatically, de-duplicated and with its source.
Make the quote form quick to complete for the services and routes customers ask about most.
Optimise Google Ads on qualified quotes, not raw form fills.

What we measure

Share of enquiries entered without manual work
Time from enquiry to first reply
Qualified quotes per month by source
Cost per qualified quote

Plan at a glance

The whole engagement on one page: when each step happens and who on our team is responsible for it.

Timeline in weeks

Discovery and brief

Architecture and plan

Form and UX design

Development and integration

Testing and rollout

Advertising and measurement

Measure and improve

Who does what

StepDirectorMarketing OfficerSenior DeveloperLegal Officer

Discovery and brief

Architecture and plan

Form and UX design

Development and integration

Testing and rollout

Advertising and measurement

Measure and improve

Leads the step
Involved

Step 1 of 7: Discovery and brief

Weeks 1–2Led by Director with Senior Developer

We interview sales, operations and marketing, inventory every tool that touches an enquiry and map where data is re-typed or lost. The result is a current-state systems map everyone agrees on.

What the client receives

Stakeholder interview notes
Systems inventory
Current-state data-flow map

Logistics coordinator on the phone at a desk with monitors and a route map

Step 2 of 7: Architecture and plan

Week 3Led by Director with Senior Developer and Legal Officer

We design the target state (one lead pipeline feeding the CRM) and compare building it against the CRM’s native forms. The plan is phased so quick wins land first. Data ownership and retention are agreed with our Legal Officer.

What the client receives

Target architecture
Build-versus-buy comparison
Phased roadmap
Data ownership and retention notes

Current state versus target state

Today

Website form → inbox
Three email inboxes
Phone notes
Re-typed into CRM
Duplicates and lost sources

Target

Website form
One lead pipeline
De-duplicated CRM record
Source attached
Sales notified instantly

Step 3 of 7: Form and UX design

Week 4Led by Senior Developer with Marketing Officer

The quote form becomes three short steps (service, route and cargo, contact) with only the fields sales needs, and clear expectations about what happens next.

What the client receives

Quote form wireframes
Field list agreed with sales
Confirmation and error states

Quote request in three short steps

1 Service Sea freightAir freightRoad Next
2 Route and cargo From · ToCargo typeReady date Next
3 Contact NameCompanyWork email Request a quote

Step 4 of 7: Development and integration

Weeks 5–7Led by Senior Developer

The form validates input, attaches campaign and page source, checks the CRM for an existing contact and creates or updates the record through the CRM API. Sales is notified instantly; failures are logged and retried.

What the client receives

Production form and integration
De-duplication rules
Monitoring and error handling

One pipeline, every enquiry

Quote form
Campaign and page source

Validate → find existing contact → create or update

CRM record
Sales notification
Error log and retry

Failures are logged and retried, so nothing is silently lost.

Step 5 of 7: Testing and rollout

Week 8Led by Senior Developer with Director

Test enquiries run end to end on staging, the sales team is walked through the new records, and the old inboxes are redirected so nothing slips through during the switch.

What the client receives

End-to-end test log
Team walkthrough
Rollout and fallback plan

Rollout checklist

Test enquiries run end to end on staging
Duplicate contact merges into one record
Source and campaign visible on every record
Sales team walked through the new records
Old inboxes redirected
Fallback plan agreed for the switch-over day

Step 6 of 7: Advertising and measurement

Weeks 8–10Led by Marketing Officer

Search campaigns target the services and routes the business wants to grow. Once sales marks a quote as qualified in the CRM, that conversion is imported back into Google Ads, so bidding learns from real opportunities.