The problem

Kestrel’s inbound leads were routed by a tangle of 140 Zaps built by a growth marketer who had since left. Nobody knew which ones still mattered. Leads from the demo form sometimes sat unassigned for two days, and reps were working from records with no company size or industry.

What we built

We mapped every Zap, found that 90 of them were dead or duplicated, and deleted them. The routing logic moved into a single Make scenario that enriches the lead with Apollo, applies the territory rules, assigns an owner in HubSpot and pings them in Slack. If enrichment fails, the lead still gets routed with a flag on it.

The result

Every inbound lead is now assigned within five minutes, at any hour. The Zapier bill went from $599 to $69 a month, and each remaining workflow alerts a named person when it fails.