How a lead moves through a network
A publisher sends a lead into a campaign. The network checks the submission, looks for eligible buyers, and assigns the lead according to the campaign’s rules. A useful record shows the source, receipt time, recipient, delivery result, and sale price. A failed delivery needs a visible outcome too.
Eligibility should come before price. A buyer might serve only certain states, have no available balance, be paused, or have already received the same lead. Sending an ineligible buyer another record creates cleanup instead of revenue.
Exclusive and shared distribution
An exclusive lead is sold to one buyer under the network’s agreed terms. A shared lead can go to more than one buyer. These models need different limits and clear buyer expectations. “Exclusive” also needs a definition: exclusive within your network is not necessarily exclusive across every place the publisher sells.
Imagine one lead sold to three buyers. That is one incoming lead and three sales, not three new leads. Keep both counts so your reporting does not inflate acquisition volume. Record the supplier cost once unless the commercial agreement says otherwise.
Where the CRM fits
A CRM helps a person work the lead: call, add notes, change status, and follow up. Distribution determines who receives it. The two need to share identifiers so an operator can trace a lead from intake through delivery and follow-up without matching spreadsheets by hand.
BESO’s lead workflow brings campaign intake, buyer allocation, agent CRM delivery, and lead reporting into the network. External delivery destinations still need configuration and validation; a successful HTTP response alone does not prove a sale happened in another system.
What to check before choosing a platform
- Can you explain why each buyer received—or did not receive—a lead?
- Are duplicate submissions and retry attempts handled separately?
- Can you distinguish incoming leads, buyer sales, and refunds?
- Does the recipient see only the records they are allowed to access?
- Can you identify failed deliveries without silently sending duplicates?
Start with one campaign and a small set of buyers. Test acceptance, rejection, duplicate intake, and a refund before adding more supply. That gives you an operating process you can repeat.