Route new leads down enterprise and nurture paths
Each lead enters a Make scenario where a router reads company size and sends enterprise deals one way, everyone else another.
New submission on your lead capture form
Send the lead to a Make scenario where a router splits enterprise and small-business deals down separate paths to your CRM and Slack modules
One-directional. A submission triggers the action — nothing is written back into your form.
Sales teams rarely disagree about which leads matter. They disagree about how long it takes to notice. This flow hands that first read to a Make router, which looks at company size on the submission and sends a large prospect to an account executive in Slack while a two-person shop goes into the nurture list.
It suits a team working one shared inbound form with no rules engine inside the CRM. The threshold lives in the router, so raising it is a dropdown edit rather than a ticket to an admin.
Setting it up
- 1
Publish your lead generation form and keep Company Size as a fixed choice list. The router branches on the answer text, so a typed-in size gives it nothing to match.
- 2
In Make, create the scenario and start it with a custom webhook module, then copy the URL it generates — this is the entry point the Zap will feed.
- 3
Add a router after the webhook module. Give the first route a filter of Company Size equal to your two largest options, and leave the second route unfiltered as the fallback.
- 4
Build the enterprise route: your CRM module creating the contact, then a Slack module posting to the account executives' channel.
- 5
Build the fallback route with the same CRM module and a nurture-list module, and no Slack post.
- 6
In Zapier, choose formformform as the trigger app with the New Submission trigger, connect your account, select the lead generation form and pull in a real test submission.
- 7
Add Make as the action app, point it at the scenario you just built, and map Full Name, Work Email, Company Name and Company Size into the fields the scenario expects.
- 8
Run two tests — one large company, one small — and confirm each took a different route in Make's execution history before turning the Zap on.
What maps where
Using the Lead Generation Form as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Make |
|---|---|
| Company Size | The router's filter condition — decides the enterprise or nurture route |
| Full Name | Contact name on the CRM module, used by both routes |
| Work Email | Contact email in the CRM, and the address the nurture list subscribes |
| Company Name | Account name on the CRM record and the heading of the Slack post |
| What problem are you trying to solve? | Body of the Slack message on the enterprise route |
| How did you hear about us? | Source field on the CRM record |
Variations worth knowing
Insert a third route ahead of the other two with a filter that checks Company Name against a target list held in a Make data store. Anything on the list skips the size test entirely and goes to the account executive, whatever the headcount says.
Put a data store module between the webhook and the router so each lead is recorded before any branch runs. If the CRM module fails a credentials check on a Friday afternoon, the leads are still there to replay on Monday.
If something isn't arriving
The filter is comparing against text that does not exist. Copy the option label out of the Company Size question and paste it into the router condition, including any wording in brackets, and check for a stray trailing space.
Company Name is empty on those submissions. Either make the question required in the form, or add a fallback in the Make expression so the message falls back to the work email domain when the company is missing.
Frequently asked questions
Can Make send a lead score back into the form?
No. The connection runs one way — a submission starts the scenario, and nothing Make produces is written back to the form or to the stored response. If you want a score sitting next to the lead, keep it on the CRM record the scenario creates.
Do I still need Zapier if my whole stack is already in Make?
Yes. The trigger side is Zapier's New Submission trigger on your form, and the Zap hands each submission to your scenario's entry point. Make does the routing and the real work; Zapier only carries the submission across.
How do I route on something other than company size?
Change the filter on the first route. Any answer on the form can be the condition — industry, the interest checkboxes, or the problem description matched against a keyword. The rest of the scenario stays exactly as it is.
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Build the form first
The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.
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