Enterprise lead management system with a six-module backend and a five-stage automated state machine driving progression from intake to close.
Challenge
Sales ops lost leads between intake forms, spreadsheet queues, and ad-hoc Slack pings. Stages were inconsistent, ownership was unclear, and managers could not see where deals stalled. They needed one pipeline with automated transitions and clear assignment rules.
Approach
- 01
Defined a five-stage lead state machine with explicit transition guards and ownership rules.
- 02
Built six coordinated backend modules on Node/Express/MongoDB for intake, scoring, assignment, and reporting.
- 03
Shipped a React dashboard for combined leads, LQ assignment, and stage visibility.
- 04
Instrumented stage dwell time so managers could spot bottlenecks weekly.
Results
- Median handoff latency dropped from multi-day waits to under two hours.
- Stalled leads became visible within a single dashboard instead of tribal knowledge.
- Assignment errors from dual ownership fell sharply after state-machine guards shipped.
