A lead arrives from an ad, form, or referral and sits unattended while someone remembers to book them.
Trigger
New lead received from an intake source.
Participating systems
Ad platform or referral source · Website form or intake page · The Forge · Calendar or scheduling system · Communication provider (email, SMS)
Steps
Source of truth
Type of information
Lead source and attribution
System that keeps the official record
The Forge
Read source
Intake webhook / referral event
Write destination
Ad platform (as offline conversion) when the deal wins
Conflict policy
First attributable source wins; downstream campaign attribution is additive, not replacing.
Type of information
Appointment record
System that keeps the official record
Calendar / scheduling system
Read source
Calendar webhook
Write destination
Calendar via API
Conflict policy
The calendar keeps the official record for time. The Forge tracks ownership and status.
Metrics unlocked
Roles
Industries
Exceptions
When
No eligible appointment slot is available inside the promised response window.
Then
The Forge assigns the lead to a human owner with a due-by time and surfaces the queue on the operational dashboard.
When
The lead is a duplicate of an active customer.
Then
The submission is merged onto the existing customer record and flagged for the owner to review rather than creating a second contact.
When
The calendar system rejects the booking (permission or credential expired).
Then
The Forge holds the intake, alerts the technical owner, and prevents the customer from receiving a false confirmation.
Other workflows
Job to Invoice
Completed work sits for days before it is billing-ready. Field notes, photos, change orders, and hours live in different places, and the office assembles the invoice by hand.
Schedule to Payroll
Schedules, time entries, approvals, and job context live in separate systems, so payroll runs without the operational picture behind the hours.
Marketing Campaign to Revenue
Ad platforms report clicks and forms. The CRM reports opportunities. Scheduling reports appointments. Operations reports completed work. Accounting reports revenue. No system connects the full path.
