Business systems integration
Connecting the lead-to-lease journey across three systems
Customer information started in PipelineAxis CRM, then re-entered into QuoteCore to prepare a quote that eventually reached LeaseCore if & when the lease settled. Each hand-off created another opportunity for lost leads, inconsistent records and incomplete reporting.
- Systems
- PipelineAxis, QuoteCore, LeaseCore
- Reported conversion
- –9 points at first
- Expiry pipeline
- Up to 3 months ahead
- Approach
- Incremental integration
The problem
I inherited PipelineAxis with very little useful documentation. Users across sales, marketing, operations and management depended on three separate systems that shared an SQL Server instance but not a coherent customer workflow. Sales agents and management frequently bypassed PipelineAxis and entered details directly into QuoteCore, teams & departments coordinated hand-offs through shared email inboxes, MS Teams channels and other ad-hoc communication. These factors combined with the fact that none of these systems passed identifiers to the others, it was virtually impossible to track leads, and reports to be inaccurate. There was no reliable way to follow an enquiry through to a settled lease reliably
My role
I traced the actual workflows with staff, mapped where each system stored and changed records, developed the CRM-side integrations and worked with the IT manager, who owned QuoteCore and coordinated the disabling of direct quote entry into QuoteCore. These acted as guardrails supporting the intented business workflow; I did not replace all three platforms; I connected the steps the business needed while leaving their critical existing operations intact.
What I changed
Bring website enquiries into the CRM
I created a web lead endpoint in PipelineAxis and connected the then-WordPress website through a custom PHP server action making an HTTP POST request to the web lead endpoint. Website submissions entered PipelineAxis’s existing workload-aware allocation process instead of an inbox or team channel. This was an earlier integration, separate from the later Qwik and HubSpot rebuild.
Find refinance opportunities from more than one source
I built a PipelineAxis module that combined LeaseCore lease dates and statuses with quote activity in QuoteCore. It excluded leases already ended or being refinanced and could assign upcoming opportunities to an agent up to three months before expiry. This avoided modifying an undocumented report inside LeaseCore.
Create a linked quote without retyping the lead
I mapped customer fields from PipelineAxis to QuoteCore and made the necessary UI refactor to support the new integration along with the necessary backend logic to handle the quote creation and retrieval process. The IT manager added the corresponding QuoteCore procedure, lead reference linkage and restriction on manual quote creation. An agent could now create a quote from a PipelineAxis lead and receive its new quote ID back in the agents UI.
Explain the reporting change
Once leads that previously disappeared before quoting became visible, the reported conversion rate initially fell by nine percentage points. I explained to management that the denominator had changed: the new report included enquiries the previous workflow had not recorded.
The result
The business could trace a lead through quote creation and into the settled lease management system and with less manual duplicate data entry. The refinance process made upcoming customer contacts visible and was associated with a reported increase in retention of nearly one-third.
The conversion-rate drop was an improvement in measurement coverage, not evidence that sales performance had suddenly deteriorated.