Practical writing on GTM systems, not marketing fluff.

Both can move a lead from a form to a closed deal. The difference shows up at scale, in pricing, and in who on your team can actually maintain the workflow.

Zapier is the default answer and usually the wrong one once volume climbs. Here's the direct-webhook pattern we build instead, step by step.

Most "AI lead scoring" is a spreadsheet with extra steps. Here's what a scoring model actually needs to be trusted enough to change how your SDRs work.