How to distribute leads without an expensive CRM

A pool company in Australia, frustrated with their manual lead distribution process, uses Zapier to automate the process of distributing leads from online form submissions to installers across different states. They create a Google Form to collect inquiries and use Zapier to set up a workflow that sends leads to the correct installer based on the state selected by the user. The workflow includes steps to find the right installer, send an email with lead information, and handle cases where no installer is found in the designated area. The company sets up a "safety path" to ensure that leads are not lost if the system cannot find an installer for a particular state, instead sending them to a central contact point for manual allocation.

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