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Frontline Advisory was losing leads between capture and first contact. Manual follow-up was inconsistent, sequences weren't running, and the team had no visibility into what was happening. We built a two-workflow system that handles intake, immediate outreach, and a five-day nurture sequence — with reply detection built in.
Frontline Advisory manages inbound leads across multiple lead owners, with new contacts captured in Google Sheets. When a lead arrived, the team handled every step manually — adding the contact to their email platform, composing and sending the first SMS, following up across multiple days, and notifying the right team member. Leads that didn't get immediate attention went cold. Most didn't get immediate attention.
The team was not dropping leads intentionally. The system just wasn't built for the volume or the consistency the process required. There was no automation, no sequence logic, and no mechanism to stop outreach when a lead had already replied. They came to Soch to fix the mechanics so the sales team could focus on conversations that were actually going somewhere.
First-contact time was measured in hours. Follow-up sequences were inconsistent — some leads received all five touchpoints, others received one. There was no deduplication check, so contacts were sometimes being added to the email platform more than once. And leads who had already responded were still receiving automated follow-up messages.
We were letting good leads go cold because follow-up depended on someone remembering to do it. That is fixed now. The sequence runs itself and stops the moment someone engages. It is exactly what we needed.
We mapped every manual touchpoint from the moment a lead landed in the sheet to the final follow-up attempt. We documented the lead owner structure, the sheet architecture, and the decision points where automation would need to handle edge cases — including what to do when a lead had already replied before the sequence completed.
We built an n8n workflow triggered by Google Apps Script the moment a new lead is added to the sheet. The pipeline deduplicates against Mailchimp, creates the contact with the correct campaign tag, fires a personalised SMS within seconds of capture, and sends an internal notification to the right lead owner. It handles multiple sheets and multiple lead owners in a single pipeline with no manual routing.
A separate scheduled workflow runs daily, calculates how many days have elapsed since first contact for each lead, and routes only those within the active window into the send pipeline. Before each message goes out, the workflow checks whether the lead has replied and halts the sequence immediately if they have. Status updates are written back to the tracking sheet after every action.
Average time to first contact. Every new lead receives an SMS before the team has seen the notification.
Sequence completion rate. Every lead in the active window receives every touchpoint — unless they reply first.
Lead status visibility. The team sees exactly where every lead sits in the sequence without opening a single sheet manually.
