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Forms and inbound flow

Forms and integrations create your inbound flow: leads from the website, messages from messengers, calls, and requests from external systems land in CRM and become deals or inquiries. The goal is that no incoming interest is lost and that it goes straight into the right pipeline to the right owner.

Forms and channels are managed in the integrations section (/crm/integrations, forms at /crm/integrations/forms). This is a process setup task: it is done by the process administrator or the person responsible for the area, not by every manager.

Website forms​

A form is the questionnaire a client fills in on your website, and submitting it turns into a lead in CRM.

When setting up a form, it is important to decide:

  • form fields: exactly what you ask the client and which fields are required; don't overload the form — the fewer the fields, the higher the chance it gets completed;
  • routing: which pipeline and stage the lead lands in and who becomes the owner;
  • field mapping: which answers from the form go into which deal fields;
  • spam and load protection: forms can filter out bots and limit how often they are submitted, so the flow stays workable;
  • appearance and language: the design theme and the form language to match your audience.

Before publishing, the system shows the form readiness: what is missing and whether it can be published. Don't publish a form until readiness is confirmed, otherwise leads may go "nowhere" or arrive without the data you need.

Publishing and embedding​

A published form is embedded on the website using the generated code. After publishing, always check on the live site:

  • the form opens and submits;
  • a test submission appears in CRM in the right pipeline and with the right owner;
  • required fields really are required, and optional ones don't block submission.

The embed code and form addresses are working publishing settings. Don't put them in public materials and don't show them in screenshots: they are tied to your portal.

Processing submissions​

Every submitted form lands in the submissions list with a status. For a submission you can:

  • accept it into work (the submission becomes a deal or inquiry in the pipeline);
  • mark it as spam if it clearly isn't a client;
  • resend it to CRM if the submission didn't arrive because of a failure.

Process submissions regularly: an inbound flow is only valuable when you respond to it quickly. A submission with no response is a lost client.

Integration channels​

Besides forms, the inbound flow is collected through integration channels. In the connections section you set up and verify:

  • the website chat widget;
  • messengers (Telegram, MAX, WhatsApp);
  • telephony;
  • external systems through programmatic exchange;
  • electronic document exchange.

Each connection has a state and a health check: after setup, test the channel and make sure inquiries reach the right pipeline. A connection can be temporarily disabled without deleting its settings.

For the chat widget, you additionally configure which domains it runs on, which pipeline inquiries land in, and what data to ask the client for before the conversation starts.

Access and privacy​

Setting up forms and integrations requires permissions. Submissions contain clients' personal data (name, email, phone, message), and channel connections contain access secrets and addresses. Don't show these screens in public materials with real data: for documentation, use only prepared demo data and test keys.

Quality of the inbound flow​

The inbound flow is valuable not for the number of submissions, but for how quickly and accurately they turn into work. A few benchmarks for a manager:

  • Response speed. The faster a submission becomes a deal with an owner and a next step, the higher the chance you won't lose the client. A submission that sits with no reaction loses value with every hour.
  • Routing accuracy. A submission should land in the right pipeline and with the right owner automatically. If leads regularly end up "ownerless" or in the wrong pipeline, fix the form routing and the distribution rules.
  • Spam discipline. Mark spam right away so it doesn't clog the pipeline or distort conversion reports.
  • Retry on failure. Don't leave undelivered submissions behind: keep retrying the handoff to CRM until the lead lands in a pipeline.
  • Queue owner. The inbound queue should have an owner who makes sure no submission is left unhandled.

A good sign of a healthy flow: for every submission it is clear who is responsible for it and what the next step is, while the share of spam and "ownerless" leads is close to zero.

States you may see​

  • the form is not ready to publish: readiness lists what is missing;
  • the form preview is unavailable until the form is configured;
  • a submission didn't reach CRM — resending is available;
  • an integration channel is in an error state or disabled — check the setup and its health;
  • no permission to configure forms or integrations.
note

Some forms and integrations screens currently show technical or mixed (Russian-English) terminology and are not fully localized in every language. This is a known product limitation. It does not affect the meaning of this article, but localized screenshots of these screens are not published until it is fixed.

Good practices​

  • Keep the minimum number of fields in a form; require only the ones you truly need.
  • Before publishing, check readiness and a test submission on the live site.
  • Set up routing so that every submission has an owner right away.
  • Process submissions quickly; mark spam so it doesn't clutter the pipeline.
  • After setting up a channel, test it and watch its state.
  • Don't publish embed code, keys, or connection addresses in public materials.

Common mistakes​

Overloading the form with fields. The client abandons it, and you get fewer leads.

Publishing a form without checking routing. Leads go to the wrong pipeline or without an owner, and get lost.

Not processing submissions in time. Incoming interest cools down, and the client goes to whoever responded faster.

Accepting spam as a deal. The pipeline gets cluttered and reports get distorted.

Exposing embed code or channel secrets. This is a security and access risk.

How to check the result​

  • a test submission from the form appears in the right pipeline with the right owner;
  • required fields work, and the form submits;
  • submissions are processed: accepted, marked as spam, or resent on failure;
  • integration channels are tested and in working order;
  • secrets and embed code don't end up in public materials.