CASE STUDY 02 - LEAD MANAGEMENT & FOLLOW-UP SYSTEM
Lead Management &
Follow-Up System
Designed and built a centralized CRM system to capture inquiries, organize leads, automate follow-ups, and connect the customer journey from first contact through enrollment and ongoing access.
CLIENT
Confidential
Online education & membership business
MY ROLE
CRM & Systems Operations
Backend setup, automation & platform management
PLATFORM/TOOLS
GoHighLevel
CRM · Funnels · Workflows · Calendars · Memberships
SCOPE
Customer Journey Infrastructure
Lead capture through post-conversion operations
Website Form
New Inquiry
Social Media
DM/Comment
Discovery Call
Booking
Partner/Affiliate
Referral
Other Campaigns
Events/Ads
THE CHALLENGE
Leads were coming in.
The journey after that needed structure.
As the business expanded its offers, programs, and customer touchpoints, the backend needed a clearer way to manage what happened from the moment someone showed interest.
The goal was not just to collect leads — it was to ensure each inquiry moved to the right next step and eventually into the correct program, access, or membership.
THE CUSTOMER JOURNEY
From inquiry to customer — one connected path.
Each stage works together so no inquiry gets lost and the right actions happen at the right time.
01 Capture
Bring inquiries into the system through funnels, forms, bookings, and other entry points.
02 Organize
Create or update the contact record and apply the correct information, tags, or status.
03 Track
Place leads within a clear pipeline so their current stage and next action are easier to understand.
04 Follow Up
Trigger appropriate communication and reminders based on lead activity and status.
05 Convert
Move qualified leads into the correct purchase, enrollment, or subscription path.
06 Continue
Move qualified leads into the correct purchase, enrollment, or subscription path.
THE SYSTEM I BUILT
Lead Capture & CRM Structure
Built and managed funnels, forms, and customer entry points designed to bring inquiries into the CRM with the information needed for the next stage. Created a structured CRM with organized contacts, pipelines, stages, and tags for easier tracking and follow-up.
Funnels
Forms
Calendars
Contacts
Pipelines
Tags
Follow-Up & Workflow Automation
Created workflow logic to support timely follow-ups, reduce manual work, and move leads through the right next steps based on their activity or status. Each workflow was built around business rules and customer stages.
Triggers
Conditions
Follow-Up
Notifications
Community Access
Course Access
Subscription Status
Access Management
Convertion & Post-Sale Operations
Connected customer conversion to the operational actions that followed — including recurring subscriptions, program access, courses, communities, and access updates when account status changed.
Subscriptions
Access
Courses
Communities
THE OUTCOME
A backend that supported what happened before and after the sale.
The system created a clearer operational path from lead capture through follow-up and conversion, while also connecting the actions that needed to happen after someone
became a customer.
BEFORE
More moving parts. More manual coordination.
Leads coming in from different pathways
Follow-up requiring repeated manual attention.
Limited visibility into where each lead was in the customer journey.
Separate backend actions needed after conversion.
AFTER
A Connected Customer Journey
Centralized lead information inside the CRM.
Clearer pipeline stages and customer status.
Automated follow-up and next-step workflows.
Connected post-sale actions for access, courses, communities, and subscriptions
Clearer lead visibility
Contacts and lead activity could follow a defined CRM structure instead of scattered information.
More consistent
follow-up
Automated workflows supported timely next steps and reduced the need for repeated manual follow-up.
Connected post-sale actions
Conversion could lead into subscriptions, access, courses, communities, and onboarding within the same system.
A more repeatable backend
New offers and programs could be added within an established structure instead of rebuilding the process from zero each time
.
SKILLS AND CAPABILITIES DEMONSTRATED
GoHighLevel Administration
CRM Architecture
Workflow Automation
Funnel Setup
Lead Management
Customer Journey Design
Subscription & Access Logic
Systems Troubleshooting
CONFIDENTIALITY NOTE
Client systems protected. Process thinking preserved.
I no longer have access to the original client platform, and confidential client materials are not reproduced in this portfolio.
The interface examples and workflow visuals shown are recreated portfolio representations based on the systems and processes
I personally built and managed.
EXPLORE MORE CASES
CASE 01
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CASE 02
A connected CRM and automation backend supporting lead capture, follow-up, conversion, and post-sale operations.
CASE 03
Built and managed an online community through organic content, engagement, campaigns, and audience insights.