Lead intake
The three ways a lead reaches the CRM.
Your site, your forms, Zapier, Make or any system that can call a URL sends the lead with a POST. It arrives with its revenue, business and source (UTM, referrer, funnel). See Intake API.
Whoever books on a public page comes in as a lead if they didn't exist yet. If the link carries their record, the booking joins it; otherwise it's matched by email.
Referrals, direct messages or events: create the lead from the board with New lead.
Every route goes through the same rules: automatic disqualification and triage routing.