Unified Lead Management

Convert leads into orders and sell many times more. Plus, thanks to unified Lead Management, you can cut campaign lead generation down to a tenth.

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Reduce the cost of acquiring new customers and work with existing clients as much as possible

These are the main objectives of unified lead management, which Adastra has been helping companies implement across the whole of Europe for more than 15 years.

Increase the effectiveness of using leads

  • Increase efficiency – work with leads effectively
  • Maximize customer lifetime value and lead value
  • Increase the client’s conversion and new customer acquisition
  • Improve customer experience
  • Increase customer loyalty through unified communication


Omnichannel communication = there must be consistency online and offline

Omnichannel marketing connects online and offline strategies. It’s about communicating with existing clients in a unified way across multiple channels to ensure a consistent customer experience.

Companies can leverage it to maximize the use of multiple sales and communication channels in parallel, most often with the goal of improving both the customer and user experience.


How to choose the ideal lead management tool?

Lead management software helps organizations qualify inbound leads for prospective customers, analyze them and take care of them so that they can be converted into new business opportunities.

In a typical sales process, leads from different channels enter the lead management system and sales-ready prospects are converted into customers.

15 years

of experience

90 %

reduction of campaign time

The difference between omnichannel and multichannel communication

While omnichannel communication addresses the customer through various, interconnected channels, multichannel communication establishes contact with the client through each individual channel separately.

Multichannel strategies

Presuppose the ability to communicate with potential customers on different platforms individually. Thus, they focus on the distinct parts of omnichannel marketing.

Omnichannel marketing

On the other hand, focuses on customer behavior as one complex and consistent experience that takes place across multiple channels simultaneously.

Unified lead management from Adastra: end-to-end solutions including optimization

End-to-end solution

  • Implementation of lead solutions
  • Event processing
  • Lead consolidation
  • Lead management – customer journey
  • Online lead management
  • Retargeting
  • Microtargeting
  • Lifecycle campaign management
  • AI
  • Advanced data models to optimize lead management

A business and technical partner

Adastra not only designs unified lead management from a business perspective but, thanks to its technologies, is also able to cover the complete implementation.

More than 15 years of experience

Adastra has been helping companies across Europe with unified lead management for more than 15 years.

Simple implementation and quick delivery

We work with the client’s existing technical environment, which we can navigate well.

Adastra maximizes all three metrics of unified lead management

How does unified lead management work?

A lead is contact information (e.g., e-mail, phone number…) that we enrich with a set of further information and events with the goal of creating a targeted offer to address a new or existing customer.

Reaching out with an offer takes place through assisted channels (e.g., call centers, shops, salespeople…) or digital channels (online, applications, e-mails, etc.).

An integral part of the communication is information about the offer and a call to action that corresponds to the specific communication channel.

The lead is then processed through assisted channels and automatically connected to orders. All the information gathered during the lead lifecycle is recorded in real time and in a unified reporting environment.

Company maturity from the perspective of Lead Management

The four main stages of the lead management process:

  • Discover what you don’t know. Start with an audit.


  • Get management support.


  • Set the priorities for implementation.


  • Manage and administer changes.

Benefits of lead management in practice

How does Adastra help you manage your leads effectively?

  1. Lead generation.
  2. Lead enrichment.
  3. Lead qualification.
  4. Lead distribution.
  5. Lead nurturing. The lead needs to be nurtured throughout its lifecycle – we take care of it end to end.

The benefits of lead management in practice: fast and effective lead conversion

  • Facilitates real-time lead management, leading to faster and more accurate responses
  • Builds the customer base
  • Increases overall lead conversion across channels
  • Doubles the number of leads processed online thanks to new “follow-up” scenarios
  • Provides native support in a single environment for potential and existing clients
  • Optimizes sales channels for better interaction with prospective customers
  • Increases lead conversion thanks, in turn, to faster and more accurate responses
  • Can increase order value through calculating the value of the lead and lead prioritization
  • Provides the necessary data for omnichannel marketing campaigns
  • Eliminates duplicities, fraud, and unsolicited offers – reduces the number of “unwanted” contacts
  • Enables the unification of leads and reporting tools

Lead qualification: how to reach customers most effectively?

  • Check marketing consent (taking the specifications of different target groups into consideration)
  • Check blacklists
  • Check for fraud
  • Different approaches influence lead quality and priority – for example, according to the client’s creditworthiness, the event source, etc.
  • A practical example: a lead generated from a bank branch may be more significant than web insights, and the customer expects a response within 24 hours.
  • In practice, predictive models also help with unified lead management.
  • They provide the customer with support during the decision-making process.
  • Predictive models for secondary communication channels, such as, for example, SMS, e-mail, the web, generate the probability of response and communication through the given channel.
  • In lead routing, these models help create a scenario to determine how to reach the customer most effectively, which communication channel to choose.

The lead lifecycle – leads need continuous nurturing

The lead lifecycle is, essentially, the entire process in which leads are evaluated, segmented, qualified, and distributed to your sales team. This process starts the moment a prospective customer engages with your website, and continues to the moment they become a sales-ready opportunity.

The lead lifecycle – leads need continuous nurturing

O2 Czech Republic needed a unified lead management system to serve as a targeted communication platform that would effectively connect a group of leads across multiple channels (call centres, sales, direct sales, salespeople, online communication and applications) and automatically enrich them with available information.

They also addressed the elimination of duplicate leads and early detection and elimination of potential fraud to keep O2 customers safe.

Thanks to the solution implemented by Adastra, all important leads are now processed omni-channel. All information gathered during the lead lifecycle is available in real-time and in a unified reporting environment, streamlining time for campaign preparation, execution and evaluation.

Read our case study

Case studies

Equa Bank clients were fully migrated to Raiffeisenbank in 12 hours

When Equa Bank was being mergedintoRaiffeisenbank in November 2022, we handled the migration of Equa Bank’s client data into Raiffeisenbank’s CRM system. We also ensured the client master data was propagated to the bank’s core systems.  

hours instead of 3 weeks – shorter live migration thanks to 10 months of testing and agile development

subjects to migrate

people - each with 200 attributes, added to Raiffeisenbank’s client base after the acquisition of Equa Bank

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ŠKODA AUTO: data transfers on analytics platform are comprehensively managed and monitored by Adastra’s Adoki

In 2018-19, Adastra built an on-premise Data Analytics Platform (DAP) at ŠKODA AUTO. Its purpose? To visualize data and use advanced analytics and artificial...

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O2 Czech Republic has reduced inefficient duplicate communication with their customers

O2 Czech Republic needed a unified lead management system to serve as a targeted communication platform that would effectively connect a group of leads...

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Automatic categorization for 98.5% of card transactions

With millions of clients conducting millions of operations every day, the bank needed to automatically assign a unique category to every banking transaction (card...

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