Learn how Lusha’s RevOps team transforms a basic form fill into a verified, ICP-aligned, ready-to-target list using enrichment, signals, and automation. Clean data, clear buyers, and faster routing for every inbound lead.
When someone fills out a form on your website, it should take minutes, not hours, to understand whether they’re a real opportunity. But for many RevOps teams, this is exactly where the workflow slows down. You receive a name, an email, maybe a company, and from there you still need to figure out who this person is, whether the company fits your ICP, and which decision-makers sellers should actually talk to.
Most of the delay comes from the research layer. It creates inconsistent qualification, clunky handoffs, and a long path from interest to pipeline.
Inside Lusha, we rebuilt this step entirely.
This post walks through the workflow Omer from our RevOps team uses to turn a simple form submission into a complete, verified, ICP-aligned, ready-to-target list. It is the same type of workflow RevOps teams across SaaS, AI, and B2B services are adopting to speed up routing, improve targeting, and give sellers the context they need from the first touch.
TL;DR
This workflow turns a basic website form fill into a fully qualified, ready-to-target list:
- Capture only the visitor’s name and business email
- Enrich the contact and the company with Lusha
- Analyze ICP fit automatically
- Add qualified leads to a structured spreadsheet
- Enrich the actual decision-makers
- Hand sellers a complete, organized, outreach-ready list
The result: faster routing, cleaner data, and more meetings booked.
Why this workflow helps RevOps
Inbound should be the simplest source of pipeline. Someone raises their hand and asks to hear from you. But that only works when your data is complete from the moment the form is submitted.
RevOps teams want three things from this step:
1. Fast qualification
No guessing, no jumping between tabs, no missing information.
2. Accurate data
No partial records or assumptions about who the buyer is.
3. Predictable routing
Leads should reach the right rep every time, without delay.
When the starting point is incomplete, everything that follows slows down. Sellers lack context. ICP fit turns into opinion instead of criteria. Opportunities stall before a conversation even begins.
Form fills do not need more manual attention. They need clarity, structure, and buyer context the moment they arrive.
How the workflow works (step-by-step)
1. A visitor fills out your website form
You collect exactly two things:
- Full name
- Business email
That is enough for the workflow to start building the full picture.
2. Lusha enriches the lead
The workflow sends the submission to Lusha for:
- Person enrichment including job title, seniority, phone, and social links
- Company enrichment including size, industry, revenue, funding, tech stack, and location
- Signals such as hiring trends, job changes, and growth indicators
Within seconds, your RevOps team sees who the lead is, what the company does, and whether there is meaningful activity behind it.
3. Automatic ICP analysis
Next, the workflow checks whether the company fits your ICP.
Examples include:
- 51 to 1,000 employees
- SaaS, AI, or IT services
- Recently raised or actively growing
- Using complementary tools
- Located in your target regions
If the company fits, the workflow continues. If not, you keep the data, but it does not reach your sellers.
4. Qualified leads flow into a dedicated spreadsheet
Every qualified inbound is added into a clean, structured sheet that includes:
- Contact details
- Company details
- ICP fit reason
- Key signals such as growth, funding, and hiring
- A confidence score
This becomes your daily list of leads ready for sales.
5. The workflow enriches the real decision-makers
If the form fill comes from a junior role or the wrong persona, the workflow identifies the people your sellers actually need:
- VP sales
- Director of RevOps
- Head of marketing
- CRO
Sellers do not need to hunt for buyers. The list arrives complete.
6. Sellers receive a ready-to-target list
By the time the SDR or AE sees it, they already know:
- Who submitted the form
- Whether the company fits your ICP
- Who the actual buyers are
- Why the company is worth engaging
- Which signals support the timing
- How to start the outreach
Research is eliminated. Sellers begin with context, not uncertainty.
What this solves for RevOps
1. Cuts the manual research loop
Your team no longer switches between LinkedIn, Crunchbase, and the CRM.
2. Shortens speed-to-lead
Qualified leads reach the right rep within minutes.
3. Builds full buying groups from a single form fill
You receive more than a contact. You receive the full decision-making unit.
4. Creates a consistent process
Every lead is handled the same way and enriched with the same level of detail.
5. Strengthens CRM quality
Records enter your systems complete and verified.
Example of what sellers receive
A typical output looks like this:
- Company: Acme AI
- ICP fit: 250 employees, Series B, North America, growing sales org
- Lead submitted: Emma Green, marketing coordinator
- Relevant buyers identified:
– VP sales with direct dial
– Director RevOps with email and mobile
– Head of marketing with verified email - Key signals:
– Twelve open sales roles
– New VP sales hired - Recommended sequence: three touch, phone-first
Clear, simple, ready to start a conversation.
Why teams choose this workflow
It gives them:
- Full control
- Clean data
- Verified contacts
- Automatically identified buying groups
- Helpful context for sellers
- A setup that takes minutes, not weeks
FAQs
Only the visitor’s full name and business email. The workflow enriches everything else automatically.
Yes. You can push the enriched data into HubSpot, Salesforce, monday CRM, or export it to Google Sheets.
Yes. You can define your own criteria for industry, employee count, funding stage, location, tech stack, and more.
Yes. Even if the form fill comes from a junior role, the workflow enriches the relevant decision-makers so sellers know exactly who to contact.
No. You can build this workflow with low-code tools like n8n, Make, Pipedream, or Workato. Most teams set it up in under an hour.
Yes. The workflow checks for hiring activity, leadership changes, and other signals that help you understand timing and intent.
Yes. The same logic can be used to create daily prospect lists for sellers based on ICP filters and signals.
They are still enriched and stored, but they do not move into the sellers’ queue, keeping your pipeline focused and clean.
