Success Story
From 38 Lead Sources to 11: How Automated Attribution Brought Clarity and Saved £5,500 a Month
Company
Flimp Communications
Services used
Lead Attribution Automation
Industry
HR Technology
Client overview
Our client provides videos, decision-support tools, employee texting, and interactive digital communication solutions to employers, HR consultants, insurance carriers, and healthcare providers. With offices in Boston (MA), Denver (CO), Vero Beach (FL), and Burlington (VT), they work with more than 950 corporate clients, including many Fortune 500 companies.
Their award-winning content communications platform lets users create, distribute, and track interactive video and branded multimedia content without needing programming skills or IT support. It supports corporate, internal, employee, and marketing communications.
The challenge
The client’s CRM contained 38 different lead source values. With so many overlapping and inconsistent sources, there was no clear view of which channels were actually driving leads into the system.
This created several problems:
No reliable team attribution, which led to ongoing friction between sales and marketing over who generated which leads.
Events and webinars were a major part of their marketing, but leads from them arrived through spreadsheet imports with no attribution process in place.
Lead sources were being assigned manually, costing the team around an hour every day.
Without accurate attribution, the client couldn’t confidently decide where to invest their marketing time and budget.
The solution
We streamlined and automated their lead attribution in HubSpot using dynamic workflows, active lists, and custom dashboards.
Our approach followed five steps:
Process review and consolidation. We documented their existing attribution process and mapped every lead source value in a detailed FigJam board. By grouping redundant and overlapping values into clear categories, we reduced 38 lead sources to 11.
Property mapping and automation. We mapped HubSpot’s original source and drill-down values to the new lead source and lead source detail properties, then built workflows to populate them automatically.
Team attribution. We set up a team attribution system based on lead source, giving sales and marketing a single, agreed view of where each lead came from.
Import templates. We provided import templates with the correct lead source values built in, so event and webinar spreadsheets are attributed accurately from the moment they are uploaded.
Attribution dashboards. We built dashboards and reports showing lead volume and performance by source, giving the client clear visibility into which channels deliver results.
The impact
70% fewer lead sources, reduced from 38 to 11 clear, consistent categories
Around 20 hours a month saved by replacing manual attribution of imported leads with automation, worth approximately £1,500 per month
Events identified as the top lead source, allowing the client to shift focus and budget towards the channel delivering the most leads
£4,000 per month in avoided costs by not hiring additional resources to pursue lower-performing sources
An end to attribution disputes, with sales and marketing working from a single, trusted view of lead origin
“With 38 different lead sources in our CRM, we had no real idea which channels were driving our pipeline, and it caused constant friction between sales and marketing. RevOps Automated simplified everything down to 11 clear sources and automated our attribution in HubSpot, including the event and webinar leads we used to tag by hand every day. We can now see exactly where our leads come from, and that clarity gave us the confidence to put more focus on events. Both teams finally trust the same numbers.”
Flimp Leadership Team
Impact Snapshot
70
%
fewer lead sources
The CRM went from 38 overlapping and inconsistent lead source values to 11 clear categories, giving the team an accurate view of which channels drive their pipeline.
20
hours
saved every month
Manually assigning lead sources to imported event and webinar leads used to take around an hour each day. Automation and pre-built import templates now handle it the moment leads are uploaded.
£1,500
in monthly time savings
Removing manual attribution freed up team capacity worth approximately £1,500 per month, allowing staff to focus on higher-value work.
#1
lead source identified
Clear attribution revealed events as the channel delivering the most leads, giving the client the confidence to shift focus and budget towards it.
£4,000
per month in avoided costs
With visibility into which channels perform, the client avoided hiring additional resources to pursue lower-performing sources.
£66,000
in annual savings
Combined time savings and avoided hiring costs add up to around £5,500 per month, directly improving the return on their marketing investment.
