CRM integrations and the reply-quality analysis

Outbound, event and call activity synced into the CRM, then used to find where interested prospects were being dropped.

The problem

A lot of seller activity never reached the CRM. Email replies, event sign-ups and call notes lived in their own tools. Reporting undercounted work, and nobody could see whether interested prospects were being followed up.

What I built

Outreach activity sync. Three workflows push email, marketing and LinkedIn activity into the CRM as engagements, with dedup, contact gating and source stamping. I backfilled and verified 12 dropped events.
Event sync. A review-queue app polls the events tool hourly. A person approves each change before it reaches the CRM.
Call summaries. Call notes flow into the CRM. A separate store combines two call tools for search. It caught a silent sync stall.
Cleanup. 161 stale links closed and 155 added in production.

Design decisions

A person approves event changes before they write to the CRM. Bad event data is hard to unwind.
Every synced record is stamped with its source, so I can trace where it came from.
Analysis pulls are read-only.
I chased incidents to the root. A vendor outage failed about 1,050 webhook events. A rounding bug in request IDs had broken phone lookups for weeks. All 29 were recovered.

Result

The sync is the main reason 76% of repliers from the synced email tool show up in the CRM, against 33% for the other sequencing tool. With that data I ran a reply-quality analysis. Of 245 positive repliers with no deal, 46% never got a reply from us. Most event replies we did answer got RSVP logistics and no meeting ask. Those were people and process gaps, not tool gaps, and that is how I presented them.