The playbook
Website-to-CRM Workflows: Checklist
Use this website-to-CRM workflows checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect confirmed submissions reaching the right owner. Check an actual client or workflow record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
Submit a real test form and trace its field values, source information, owner assignment, and notification. Test an invalid submission and a repeated request. Show the visitor success only when the receiving process has accepted the inquiry.
Before you use the checklist
Name the exact item being checked and its purpose. Gather form, field mapping, record ID, owner, status. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Map form fields and source context to CRM records | A dated observation showing how form was verified | account lead |
| Handle duplicate submissions and delivery failures | A dated observation showing how field mapping was verified | delivery owner |
| Verify ownership notification and the visitor confirmation | A dated observation showing how record ID was verified | business owner |
Check the failure path
- Look specifically for this failure: showing a success message when no record was created.
- Confirm backend receipt and monitor failed deliveries. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check status.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Map form fields and source context to CRM records,” a meeting about the subject is not the evidence itself. Retain the relevant form and field mapping, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents turn website actions into useful customer records and timely next steps deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow confirmed submissions reaching the right owner using a consistent definition so later reviews can connect execution quality with useful results.
Keep client identity and responsibilities explicit at every handoff. Reusable processes can save work, but goals, account access, and customer information remain specific to each client. Check the context before reusing a previous setup.
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