One programme, several systems
Ecosystem orchestration
Connect data sources and destinations through the LeadScale Engine. Apply checks, make routing decisions and coordinate delivery across multiple systems.
Ecosystem orchestration connects the systems involved in your data processing workflow. The LeadScale Engine receives records, applies the checks and rules you specify, and routes data to one or several destinations. Responses from connected systems can determine what happens next, including whether a record needs further processing or delivery elsewhere.
The Engine can also onboard data you control, including CRM records, suppression lists and other reference datasets. These can be queried during processing to decide whether a record qualifies, should be excluded or needs a different route.
How multi-system routing works
A workflow does not have to end when a record reaches its first destination. The Engine can use validation results, record attributes and responses from connected systems to decide which route to follow, which destinations should receive the data and when delivery should take place.
Explore our integrations to see the platforms and connection methods that can be combined in an orchestration workflow. See Engine configuration for how LeadScale’s technical team sets up the connections and rules.
- Define the workflow. Tell us which systems need to connect, what data each should receive and which conditions should control the route. LeadScale’s technical team configures the connections, fields, formats and rules.
- Receive and check data. Records enter from one or more sources and pass through the agreed quality checks, transformations and processing steps before onward delivery.
- Route according to the rules. The Engine can send a record to one destination, several destinations or a further processing step. Responses from a connected system can determine whether another action is needed.
- Use responses in the next step. Where connected systems return statuses or outcomes, the Engine can use that information for further processing, routing or reconciliation.
Coordinating changes across connected systems
In one enterprise implementation, the Engine connected several agencies and suppliers with the client’s marketing systems. When the client changed its marketing automation platform, LeadScale changed the destination connection while suppliers continued sending data through their existing routes. A return connection supported suppression and reporting.
This approach separates incoming data connections from downstream destinations, so a change to one part of the workflow does not necessarily require changes across every connected system.
Routing based on decisions
Checks, record attributes and responses from connected systems can determine the next step in a workflow.
Delivery to multiple destinations
A record can be routed to one system or several, with different fields, formats and conditions applied to each delivery.
Audit trail
Processing and delivery can be tracked through audit information, including source, timestamps and record history. Consent information can also be carried where relevant to the workflow.
Responses and outcomes
Downstream systems can return status, conversion, sales, revenue and other agreed outcome data. The Engine can use this for reporting, reconciliation and decisions about the next best action. It can also feed relevant outcomes back to connected media platforms to support automated optimisation, such as value-based or ROAS bidding in Google Ads, where the platform supports the required signals and configuration.
Example: coordinating an acquisition workflow
For a major consumer acquisition programme, the Engine coordinated six systems, checked orders against the client’s requirements and brought outcomes back for reconciliation. Those controls screened out 41% of submissions over the reported five-year period, before they could trigger unnecessary fulfilment.
This example shows how multiple sources, processing controls and delivery routes can work together.
Configure the workflow around your requirements
The routing logic is built around the outcome you need. LeadScale’s technical team works with you to define which systems connect, what checks apply, what each destination should receive and what should happen when a system returns a response or an exception.
A workflow might use verification results to hold a record, a match against existing data to prevent duplicate delivery, or a status returned by one system to trigger delivery to another. Different destinations can receive different versions of a record according to their field and formatting requirements.
Feedback can complete the loop. A conversion or revenue outcome returned from a CRM may inform what happens next for a customer, update reporting and be sent back to the media platform that originated the activity. Technical Services configures the identifiers, field mappings, timing and audit trail needed to connect the outcome to the right source.
These workflows can support lead processing, customer data operations, order handling and other processes that depend on reliable movement of data between systems. Explore our integrations to see the connections that can be brought together.
Questions about ecosystem orchestration
How is orchestration different from a single integration?
A single integration moves data between connected systems. Ecosystem orchestration coordinates several integrations in one workflow, with checks and decisions determining where data goes, in what order and under which conditions.
Can data come from more than one source?
Yes. The Engine can receive records from multiple configured sources, apply a consistent set of processing rules and route the results to the systems that need them. The sources and destinations are agreed during setup.
Who configures the connections and routing rules?
LeadScale’s technical team configures the workflow based on your instructions, including source and destination systems, field mappings, data formats, quality checks, routing conditions and exception handling.
What happens when a record fails a check or a system returns an error?
The next step follows the rules agreed for the workflow. A record can be held, rejected, routed elsewhere or handled as an exception. Audit logs and alerting help identify communication and delivery issues between connected systems.
You define the outcome. We compose the journey.
Bring your systems together
Tell us which systems you need to connect, how the data should move between them and what decisions need to happen along the way. Explore our integrations for available platforms and connection routes.
Or request a free audit of leads from a recent programme.