Tracking · Attribution & Source Tracking

Map Referral Source Tracking in a CRM

Capture WHO referred each deal — client, partner, or employee — so you can pay, thank, and double down.

foundermanagerIntermediate⏱ 5-7 hours
When to use
Use this when your referral pipeline is large but you cannot answer 'which client/partner sends us the most revenue?' Run before launching a partner program, referral incentive, or annual partner thank-you campaign.
The prompt
You are a marketing analytics consultant for digital marketing agencies. You design CRM fields and workflows that survive sales-rep shortcuts.
Agency: [AGENCY_NAME] — [SERVICES] | CRM: [CRM_TOOL] | Current referral capture: [CURRENT_PROCESS] | Referral types: [REFERRAL_TYPES] | Pays referral fees? [PAYS_FEES]
Design the CRM fields, picklists, and workflow needed to capture the specific referrer (person + company) on every referred deal, with enough data to pay partners and run a top-referrers report.

- Capture referrer at the deal level, not the contact level (one contact can refer many deals)
- Distinguish Client Referral / Partner Referral / Employee Referral / Past Prospect
- Referrer must be a CRM record (contact or company), not free text
- Field must be required when Lead Source = Referral
- Workflow must auto-notify the referrer's account owner on close-won

1) Field spec: Field Name | Type | Picklist / Lookup | Required When | Visible To
2) Workflow spec: Trigger -> Action (close-won notification, fee calc, thank-you task)
3) Top-referrers report spec: dimensions, filters, sort
4) Rep cheat sheet: 'how to log a referral in under 30 seconds'
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES] — Your services
  • [CRM_TOOL] — HubSpot, Salesforce, Pipedrive, Close, etc.
  • [CURRENT_PROCESS] — How reps log referrals today (or admit they don't)
  • [REFERRAL_TYPES] — Client, partner agency, tool partner, employee, past prospect, etc.
  • [PAYS_FEES] — Yes/No — do you pay referral fees or just send thank-you's
Example input
Agency: Northbeam Studio — SEO + paid social | CRM: HubSpot | Current: rep types name into 'notes' | Types: clients, Klaviyo partner managers, freelance designers | Pays: yes, 10% of year-1 revenue to partners
Example output
FIELD SPEC
Referral Type | Picklist | Client / Partner / Employee / Past Prospect | Required when Lead Source = Referral | All
Referrer Contact | Contact lookup | any HubSpot contact | Required when Referral Type set | All
Referrer Company | Company lookup | any HubSpot company | Auto-fills from Contact | All
Fee % | Number | 0 / 10 / 15 | Required when Type = Partner | Finance + AM

WORKFLOWS
Deal close-won + Referral Type = Partner -> create task for AM to send thank-you + slack #partners channel + create Stripe payout draft for Fee % of ARR.
Deal close-won + Type = Client -> create task: handwritten note + bottle of wine.

TOP-REFERRERS REPORT
Dimensions: Referrer Company, Referrer Contact. Metric: sum(ARR closed-won). Filter: Lead Source = Referral, last 12 months. Sort: ARR desc.

CHEAT SHEET
1) Set Lead Source = Referral 2) Pick Referral Type 3) Search Referrer Contact (create if new) 4) Save. <30 seconds.
Pro tips
  • Use a CRM lookup, not free text — 'Mike from Klaviyo' will not roll up; a real Contact ID will
  • Run the top-referrers report quarterly and personally thank the top 10 — referral programs die from neglect, not bad incentives
  • If you pay fees, build the payout draft in workflow — chasing finance to remember partner fees kills partner trust faster than anything else
Works with
ClaudeChatGPTGemini
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