How to: Automatically Add Sales Values to Leads

Proving marketing ROI should be simple: find out which leads became customers and how much revenue they brought in.

In reality, that data is often trapped on the sales side.

Getting it means asking sales to report every closed deal—where it came from, how much it was worth, and when it closed.

That’s time they don’t have.

WhatConverts’s CRM integration closes that gap automatically. When a lead becomes a customer and the deal size is logged in the CRM, the value syncs straight to the marketing lead in WhatConverts—no spreadsheets, reminders, or manual entry needed.

Q: Are Sales Values Required to Qualify, Value, and Optimize Lead Campaigns?

A: Not at all. In fact, we recommend using quote values instead of sales values for most situations because:

• You can quickly and accurately estimate quote values based on the services leads are interested in
• It takes months to get final sales values—too long to be useful for optimization
• With Lead Intelligence, you can set quote values to be assigned automatically, so very little manual maintenance is required

Sales value is necessary for proving actual revenue outcomes after the fact. But for day-to-day campaign operations, quote value is the more important metric.

The Problem: Sales Data Lives in a Different System

The challenge isn't that sales values don't exist. Sales teams track deal sizes religiously in their CRM. The problem is that this data lives in a completely different system from marketing's lead tracking.

This creates a gap where marketing knows which campaigns generated which leads, but has no visibility into what happened after the lead was handed off to sales.

• Did the lead convert?
• What was the deal size?
• Which campaigns are actually driving revenue versus just generating lead volume?

The Solution: CRM Integration That Syncs Sales Values Automatically

WhatConverts integrates with major CRM platforms via Zapier to create a seamless flow of sales data. Here's how it works:

When a lead is created in WhatConverts:

• All the lead details (name, email, phone number, marketing source, etc.) are captured
• If CRM integration is enabled, that lead information also syncs to the CRM

When sales closes the deal:

• The deal size is recorded in the CRM as usual (no change to sales workflow)
• Zapier sends the deal size to WhatConverts, which automatically updates the lead profile with the sales value

The result:

• Marketing can see exactly which campaigns drove revenue
• Sales continues their normal workflow and clients never need to manually add values
• The data connection happens automatically and continuously

The setup takes just a few minutes. From that point forward, every closed deal in your CRM automatically updates the corresponding lead in WhatConverts with the sales value.

What This Means for Your Marketing Data

Once sales values sync automatically, WhatConverts can show marketing performance in terms of actual revenue, not just lead volume.

Prove Marketing ROI With Real Revenue Data

Quote values give you solid estimates for reporting and optimization—if someone's interested in a root canal, you can estimate value based on average service costs. These estimates work for short-term marketing optimization.

But some stakeholders want to see the actual dollars that hit the bank, and for that, you need to report on closed sales value. Instead of reports that say “Google Ads generated $38,000 in estimated quote value,” reports can now also show “and $45,000 in closed revenue.”

Identify Sales-Side Issues Before They Cost You Budget

Comparing quote values to sales values by campaign reveals problems that have nothing to do with marketing. When a campaign shows strong quote value but a steep drop-off in closed sales value, that's not a marketing problem—it's a sales problem.

Maybe the sales team isn't following up quickly enough. Maybe they're not effectively closing deals from certain lead sources. Maybe there's a disconnect in how leads are being handed off.

With sales values synced automatically, you can spot the pattern and address it with your client or sales team before marketing gets blamed for poor results.

Read More: The Sales Accountability Problem: Why Marketers Get Blamed (and How to Fix It)

Start Syncing Sales Values Today

Proving marketing ROI requires connecting marketing activity to actual revenue. Manual processes for tracking sales values break down because they create too much work for sales teams and clients.

WhatConverts's CRM integration solves this completely. Sales values sync automatically from closed deals in your CRM to the corresponding leads in WhatConverts, giving marketing the revenue data they need without burdening anyone with manual work.

Once configured, every closed deal automatically updates WhatConverts with the sales value—no manual work required.

Ready to stop chasing sales for revenue data and start seeing it automatically? Start your free WhatConverts trial and connect your CRM in minutes.