Tracking · CRM Setup & Required Fields
Build a Lead Source Field Taxonomy
Design a two-level lead source taxonomy (Source + Source Detail) so attribution reports actually work and reps stop typing 'Referral' 9 different ways.
When to use
Use this when your attribution reports are unusable because reps type 'Referral,' 'referral,' 'Referrral,' and 'Word of Mouth' for the same source. This prompt builds a controlled two-level taxonomy with picklist values and rules for which marketing channel maps to what.
The prompt
You are a growth marketing lead at a digital marketing agency who needs lead source data clean enough to make budget decisions on. Agency: [AGENCY_NAME] | CRM: [CRM_TOOL] | Current marketing channels: [MARKETING_CHANNELS] | Referral sources: [REFERRAL_SOURCES] | Outbound motions: [OUTBOUND_MOTIONS] | Current mess: [CURRENT_MESS] Design a 2-level lead source taxonomy: a top-level Source picklist (5-8 values) and a Source Detail picklist (15-30 values) that maps to Source. Provide the rule for which value to pick in ambiguous cases (e.g., podcast guest who then googles us). - Source values must be mutually exclusive and collectively exhaustive - Source Detail must be dependent picklist (only show details valid for selected Source) - Include a UTM-to-source mapping so web-form leads auto-populate - Provide a tiebreaker rule for multi-touch leads (use first-touch, last-touch, or self-reported) - Include an "Other (please specify)" with a free-text fallback that triggers an admin review Section 1: Source + Source Detail dependent picklist table. Section 2: UTM-to-source mapping table. Section 3: tiebreaker rules. Section 4: 5 example leads with the right Source/Detail assignment.
Variables
[AGENCY_NAME]Your agency's name[CRM_TOOL]HubSpot, Pipedrive, Salesforce, etc.[MARKETING_CHANNELS]Channels you run (SEO, paid search, LinkedIn, podcast, newsletter, events)[REFERRAL_SOURCES]Who refers (clients, partners, freelancers, network)[OUTBOUND_MOTIONS]Outbound types (cold email, LinkedIn, events)[CURRENT_MESS]What the field looks like today (free text, 50 variants, etc.)
Example input
Agency: Trailhead Digital | CRM: HubSpot | Channels: SEO, content, LinkedIn organic, podcast guesting, newsletter | Referrals: existing clients, freelancer partners, consultants | Outbound: cold LinkedIn DMs, targeted ABM email | Mess: free text field, 80+ unique values
Example output
**Source / Source Detail** | Source | Source Details | |---|---| | Inbound — Organic | SEO/Blog, Direct, AI/LLM Mention | | Inbound — Paid | Google Ads, LinkedIn Ads, Meta Ads | | Referral | Client Referral, Partner Referral, Freelancer Referral | | Outbound | Cold Email, Cold LinkedIn, ABM Sequence | | Content/Brand | Podcast Guesting, Newsletter, Webinar, Speaking Event | | Other | Other (specify) | **UTM mapping:** utm_source=google + utm_medium=organic → Inbound-Organic/SEO; utm_medium=cpc → Inbound-Paid/Google Ads; utm_source=newsletter → Content-Brand/Newsletter. **Tiebreaker:** Self-reported on inquiry form wins; if blank, first-touch UTM wins; if both blank, default to Inbound-Organic/Direct and flag for review. **Examples:** (1) Podcast listener googles us → Self-reported 'podcast' wins → Content-Brand/Podcast Guesting. (2) Client refers via Slack → Referral/Client Referral. (3) Cold LinkedIn that converts 3 weeks later via Google → Self-reported 'LinkedIn' → Outbound/Cold LinkedIn.
Pro tips
- Self-reported attribution (a 'How did you hear about us?' dropdown on the form) beats UTM-only attribution for agencies — referrals don't carry UTMs.
- Make Source Detail dependent on Source in HubSpot/Salesforce — it cuts bad data by ~70%.
- Run a monthly 'Other' review and either add the new value as a Detail or merge it into an existing one — don't let Other be a graveyard.
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