Section 1 — Glossary of Terms

This section defines all key terms used across ADN's CRM operations. All team members should be familiar with these definitions before using any part of this SOP.

1.1 Pipeline & Opportunity Terms

Term	Definition
Pipeline	A visual, stage-based board that tracks where a lead or client is in a specific process (e.g., consultation, campaign source). Each contact can have multiple opportunities across different pipelines.
Opportunity	A record representing a lead or client relationship within a pipeline. It contains the contact, pipeline stage, monetary value, assigned user, and status.
Stage	A defined step within a pipeline. Moving a contact between stages reflects their current progress in the firm's intake or retention process.
Pipeline Status	The overall outcome of an opportunity: Open (active), Won (retained/converted), or Lost (did not retain or disqualified).
Lost Reason	A categorization applied when an opportunity is marked Lost, indicating why the lead was not retained.
Upsert	Creating a new opportunity OR updating an existing one if it already exists, based on matching logic — used by automations to avoid duplicates.

1.2 Contact & CRM Terms

Term	Definition
Contact	A record in the CRM representing a prospective or existing client, including name, phone, email, tags, custom fields, and conversation history.
DND (Do Not Disturb)	A flag indicating that automated messages should not be sent. Set when a contact explicitly opts out or requests no further communication.
Custom Field	A structured data point attached to a contact record beyond standard fields (e.g., Date of Arrest, BAC Level, Practice Area). Used to capture intake and case details.
Follower	A CRM user assigned to monitor an opportunity or contact without being the primary owner. Followers receive notifications on activity.
Assignee / Assigned User	The team member responsible for managing a contact or opportunity (e.g., Edward, Taylor, Ray).

1.3 Tagging Terms

Term	Definition
Tag	A keyword label applied to a contact to describe their lead source, case type, status, attorney assignment, or disqualification reason. Tags power workflow triggers and reporting filters.
Lead Source Tag	A tag identifying how the contact found ADN (e.g., google-ads-call, gbp, organic search, referral).
Case Type Tag	A tag identifying the legal matter being inquired about (e.g., dui, criminal traffic, criminal speeding, cdl).
Stage Tag	A tag mirroring or supplementing the pipeline stage for quick filtering (e.g., new lead, consultation, retainer sent).
Disqualification Tag	A tag applied when a contact is not a viable lead (e.g., spam/scam, wrong number, out of scope, dnd).
Attribution Tag	A tag capturing campaign-level data from paid media (e.g., pmax, search, ppc extension number).

1.4 Notes Terms

Term	Definition
Note	A text entry logged on a contact record to document call summaries, consultation details, follow-up context, or case information.
AI Auto Note	An automatically generated note created by the AI - Auto Notes workflow after a call ends, summarizing the conversation using AI transcription.
Matter Description	A custom field (not a note) used to record the core facts of the legal matter — used for structured intake data passed to Clio.
Pinned Note	A note flagged for visibility at the top of a contact's notes list, typically used for critical case facts or attorney instructions.

1.5 Call Tracking Terms

Term	Definition
Call Tracking	The system for identifying which marketing channel generated a phone call (e.g., Google Ads, GBP, landing page, PPC extension number).
Session Source	The origin channel detected at the time of a call. Captured by the Call Tracking (Session Source) workflow.
UTM Parameters	URL tracking codes appended to marketing links to identify campaign source, medium, and content. Stored in custom fields: UTM Term, UTM Content, UTM Campaign (First Attribution), Landing Page URL.
IVR	Interactive Voice Response — an automated phone menu that routes callers. ADN uses the ADN IVR workflow to direct incoming calls.
Missed Call	An inbound call that was not answered. Triggers the Missed Calls Notification workflow to alert the assigned team member.
Call Duration Conversion	A Google Ads conversion event fired when a call exceeds a defined minimum duration. Managed by the CallDuration Gads Conversion workflow.
PPC Extension Number	A Google Ads call extension phone number routing directly to ADN, tracked separately in the Campaign Tracking pipeline.
PMAX	Performance Max — a Google Ads campaign type tracked in its own pipeline stage.
GBP	Google Business Profile — ADN's Google listing, which generates calls tracked by the GBP Tracking workflow.

Section 2 — Pipeline Management SOP

2.1 Overview of Active Pipelines

Pipeline	Purpose	Primary Users
Consultation Pipeline	Primary lead-to-client pipeline tracking all intake stages	All team members
Appointment Booking Pipeline	Tracks the status of scheduled consultations	Intake / Scheduler
Campaign Tracking	Maps leads to their originating paid media campaign/channel	Marketing / Admin
Lead Qualification Pipeline	Routes leads that require vetting before the main pipeline	Intake team
Voice AI Pipeline (Testing)	Testing environment for AI-driven intake flows	Admins only

2.2 Consultation Pipeline — Stage Definitions & Rules

This is the primary pipeline for all active leads and clients. Every inbound lead must be represented here.

#	Stage	Definition	Who Acts	Next Step
1	New Lead	Contact created and unworked.	Intake	Attempt contact within 5 minutes. Move to Consultation if appointment booked.
2	Consultation	A consultation is scheduled or in progress.	Intake / Attorney	Conduct the consultation. Update stage after the meeting.
3	Consultation Completed	The consultation occurred; outcome being assessed.	Attorney / Intake	Determine fit. Send retainer or move to Follow-Up.
4	Follow-Up Needed	Consultation happened; contact needs more time or info.	Assigned Rep	Follow up per schedule. Do NOT let leads sit here >5 business days without action.
5	Retainer Sent	Fee agreement/retainer sent to the prospect.	Attorney / Admin	Follow up within 24 hours if unsigned.
6	Retainer Signed & Payment Pending	Client signed but payment not yet cleared.	Admin / Billing	Collect payment. Do not start case work until paid.
7	Ready for Onboarding	Payment confirmed; awaiting onboarding.	Admin	Trigger onboarding workflow. Assign attorney.
8	Retainer Paid & Onboarded	Fully onboarded active client. Mark Opportunity Won.	Admin	Transfer to Clio via GHL-to-Clio workflow.
9	Lost / Not Retained	Did not retain ADN. Mark Opportunity Lost.	Any	Apply lost tag. Log reason in notes.
10	Existing Client	Returning client with active or prior case.	Admin / Attorney	Do not run new-lead nurture automations.
11	Spam Calls	Confirmed spam. Mark Opportunity Lost.	Intake	Apply spam/scam tag. Enable DND.
12	DND	Contact has opted out of communication.	System / Admin	No outbound communications permitted.

Pipeline Rules

2.3 Appointment Booking Pipeline — Stage Definitions

Tracks the specific outcome of a scheduled consultation appointment.

Stage	Definition	Required Action
Confirmed	Appointment is booked and confirmed.	Automated reminders active via Workflow #2.
Showed	Client appeared for the consultation.	Update Consultation Pipeline to "Consultation Completed."
No Show	Client did not appear.	Trigger No Show workflow. Attempt rescheduling.
Cancelled	Client or firm cancelled the appointment.	Assess if lead should return to Follow-Up or be Lost.
Invalid	Booking made in error (bot, wrong number, etc.).	Mark Lost. Apply disqualification tag.

2.4 Campaign Tracking Pipeline — Stage Definitions

Stage	Channel / Source
PMAX - 22398567497	Google Performance Max campaign
Search - 16676232616	Google Search campaign
Criminal Traffic Landing Page	Calls or forms from the criminal traffic landing page
Criminal Speeding Landing Page	Calls or forms from the criminal speeding landing page
PPC Extension Number	Calls via Google Ads call extension
DUI Landing Page	Calls or forms from the DUI-specific landing page

2.5 Lead Qualification Pipeline — Stage Definitions

Used to route leads that require initial screening before entering the Consultation Pipeline.

Stage	Definition	Next Action
Qualified Lead	Lead screened and meets ADN's criteria.	Move to Consultation Pipeline.
Out of Scope	Legal matter outside ADN's practice areas.	Mark Lost. Apply out of scope tag.
No Budget	Lead cannot afford ADN's fees.	Mark Lost. Apply no budget tag.
Not Interested	Contacted ADN but not pursuing representation.	Mark Lost. Apply not interested tag.
Spam/Scam	Confirmed fake or malicious contact.	Mark Lost. Apply spam/scam tag. Enable DND.
Existing Customer	Already-retained client.	Route to Existing Client handling.

Section 3 — Tagging SOP

3.1 Tag Governance Rules

3.2 Tag Categories & Usage Guide

🔵 Lead Source Tags

Applied at first contact — usually by automation.

Tag	When to Apply
google-ads-call	Call came from a Google Ads campaign
google-ads-appointment	Appointment booked via Google Ads
pmax	Lead attributed to Performance Max campaign
search	Lead attributed to Google Search campaign
ppc extension number	Call via Google Ads call extension
gbp	Call or inquiry from Google Business Profile
organic search	Inbound from organic/unpaid search results
direct traffic	No referral source detected
paid search	Generic paid search (non-campaign-specific)
dui landing page	Came through the DUI-specific landing page
criminal traffic landing page	Came through criminal traffic landing page
criminal speeding landing page	Came through criminal speeding landing page
referral	Referred by a client, attorney, or partner
social media / paid social	Came from social media (organic or paid)
live chat / chat widget / webchat	Initiated contact through website chat
website	General website inquiry
voice ai	Lead generated or first contacted via Voice AI
dialpad	Contact initiated via Dialpad
adn va	Contact handled by ADN Virtual Assistant

⚖️ Case Type Tags

Applied by intake after determining the legal matter.

Tag	Case Type
dui	DUI / DWI charge
criminal traffic	Criminal traffic violation
criminal speeding	Criminal speeding charge
civil traffic / civil ticket	Civil traffic infraction
civil speeding	Civil speeding ticket
civil issue / civil defense	Broad civil legal matter
reckless driving	Reckless driving charge
exhibition of speed	Racing / exhibition of speed charge
camera ticket / photo radar ticket	Red light or speed camera ticket
cdl	Commercial driver's license issue
class a / class b / class g	CDL license class involved
drivers license issue	License suspension/revocation matters
criminal defense attorney	General criminal defense inquiry
immigration concern	Immigration-related legal inquiry
divorce attorney / family law attorney	Family law matters
auto sales attorney / lemon law	Auto fraud or lemon law claim
consumer protection attorney	Consumer protection matter
tenant/landlord attorney	Landlord-tenant dispute
navajo county	Matter in Navajo County jurisdiction

🟢 Pipeline Stage Tags

Applied by Lead Stage Assignment workflow — do not manually duplicate.

Tag	Corresponding Stage
new lead	New Lead
qualified lead	Qualified Lead
consultation	Consultation scheduled
consultation completed	Consultation Completed
follow up needed / follow-up	Follow-Up Needed
retainer sent	Retainer Sent
retainer signed & payment pending	Retainer Signed & Payment Pending
retainer paid & onboarded	Retainer Paid & Onboarded
onboarding	Onboarding in progress
existing client / existing customer	Existing Client/Customer
lost / not retained	Lost / Not Retained
clio	Contact transferred to Clio
won	Opportunity marked Won

🔴 Disqualification Tags

Applied when closing non-viable leads.

Tag	When to Apply
spam/scam / scam call / scam ticket	Confirmed fraudulent contact
wrong number / wrong-number-court / wrong-number-court-ppc	Caller intended a different party (e.g., court number confusion)
out of scope	Legal matter outside ADN practice areas
out of area	Geographic area outside ADN service zone
out of budget / no budget	Cannot afford ADN fees
not interested	Declined representation
dnd / do not disturb	Contact has opted out of communications
no response / non response / non responsive	Multiple contact attempts with no reply
possible scam email / possible spam ticket	Suspected spam, not yet confirmed
court-call-wasted-spend	Call intended for a court, consuming ad budget
ported number	Number belongs to a ported/reassigned line

👤 Attorney / Staff Assignment Tags

Applied by assignment workflows when a case is assigned to a specific attorney or staff member.

Tag	Assignment
case follow up - ed	Assigned to Edward for case follow-up
case follow up - ray	Assigned to Ray for case follow-up
taylor anderson	Assigned to Taylor Anderson
donna	Assigned to Donna
erick / erick follow up	Assigned to / followed up by Erick

⚙️ System / Internal Tags

Tag	Purpose
internal / internal contact	ADN staff contact — do not trigger marketing automations
spanish speaking	Contact prefers Spanish — ensure Spanish-language rep is assigned
scheduled meeting	A meeting or appointment has been formally scheduled
outbound call	Call was initiated outbound by the ADN team

3.3 Tag Application Workflow

Lead Enters CRM
     ↓
[AUTOMATION] Lead Source Tag applied
(Campaign Tracking / Call Tracking workflow)
     ↓
[INTAKE TEAM] Case Type Tag applied after first contact
     ↓
[AUTOMATION] Stage Tag updated by Lead Stage Assignment workflow
on every pipeline stage movement
     ↓
[INTAKE/ATTORNEY] Attorney assignment tag applied when case is assigned
     ↓
[INTAKE/ADMIN] Disqualification tag applied if lead is not viable
→ Mark Opportunity as Lost
  

Section 4 — Notes SOP

4.1 When to Create a Note

Trigger	Note Required?	Who Creates It
First inbound call / after any call	✅ Yes	AI Auto Notes workflow (automatic) or intake rep
Consultation completed	✅ Yes	Attorney or intake rep
Follow-up call or attempt	✅ Yes	Rep handling the contact
Retainer discussion	✅ Yes	Attorney / Admin
Client complaint or concern	✅ Yes	Any team member
Internal handoff between staff	✅ Yes	Outgoing staff member
Intake form received	⚠️ Optional	System may auto-populate custom fields instead

4.2 Note Format Standards

All manually created notes must follow this format:

[DATE] [STAFF INITIALS] — [NOTE TYPE]
Summary: [What happened / was discussed]
Outcome: [Result or next action]
Next Step: [What needs to happen and by when]
  

Example:

[2026-03-12] [TH] — CONSULTATION CALL
Summary: Spoke with John re: DUI charge in Maricopa County. 1st offense, BAC 0.09.
Outcome: Interested in representation. Quoted $2,500 retainer.
Next Step: Send retainer agreement by EOD. Follow up if not signed by 3/14.
  

4.3 AI Auto Notes (Automated)

• The AI - Auto Notes workflow (published, v4) automatically generates a note after every call using AI transcription.
• Notes are labeled and timestamped automatically by the system.
• Team members must review AI auto notes for accuracy and add corrections or additional context manually.
• Do not delete AI auto notes — append corrections below them with your initials and date.

4.4 Custom Fields vs. Notes

Use NOTES For	Use CUSTOM FIELDS For
Call summaries, context, decisions	Structured intake data (DOB, BAC, case number)
Internal handoff instructions	Practice area, preferred contact method
Attorney observations	UTM source, landing page URL
Follow-up context	Arresting officer badge, date of arrest
Anything time-sensitive or conversational	Data passed to Clio during onboarding

4.5 Key Custom Fields to Complete at Intake

Client Identity (complete for all contacts)

Field	Description
Practice Area	e.g., DUI, Criminal Traffic, Civil Traffic
Preferred Contact Method	Phone / Email / Text
Middle Name	Client's middle name
DOB	Date of birth
CLIENT's FULL NAME	Legal full name as it appears on ID
CURRENT ADDRESS (VERIFIED)	Address on file with DMV

Case Facts (complete for relevant practice area)

Field	Description
Matter Description	Brief narrative of the legal matter
Date of Arrest	Date the arrest or citation occurred
City or Location of Arrest	Jurisdiction of the incident
Agency Case Number	Law enforcement case reference number
Arresting Officer's Badge Number	Officer's badge/ID number
Felony or Misdemeanor?	Charge classification
Criminal Ticket (Yes or No)	Whether a criminal citation was issued
Civil Ticket (Yes or No)	Whether a civil citation was issued

DUI-Specific Fields

Field	Description
Test Administered	Breath at Scene / Blood at Station / Refusal / Warrant
Breath how many blows & LVL	Number of breath tests and BAC readings
Prior DUI Convictions? (Yes/No)	Any prior DUI history
Prior DUI 10 yrs (court/yr)	Court and year of prior DUI(s) within 10 years
Did you admit to drinking (Yes/No)?	Whether the client admitted to alcohol consumption
Did officer tell your rights? (Yes/No)	Miranda rights notification status
High-Risk Factors Present?	BAC level, child passenger, injury, etc.
Medical history (medications)	Medications that could affect test results

Traffic-Specific Fields

Field	Description
Reason for Stop	Why the officer initiated the traffic stop
Speed Device (Laser, Radar, Pace)	Method used to measure speed
Insurance Proof (full/liability)	Type of insurance coverage at time of incident
State/Driver's License Number	Client's driver's license information
Expiration Date	License expiration date

Section 5 — Call Tracking SOP

5.1 How Call Tracking Works

ADN uses a multi-layer call tracking system to attribute every inbound call to its originating marketing channel. The system automatically:

1. Identifies the call source via UTM data, number pool, or session tracking
2. Applies the correct lead source tag to the contact
3. Places the opportunity in the Campaign Tracking pipeline under the correct stage
4. Fires Google Ads conversions when applicable (based on call duration threshold)

5.2 Active Call Tracking Workflows

Workflow	Status	Purpose
Call Tracking (Session Source)	Published	Identifies the session source of the call and tags accordingly
CallDuration Gads Conversion	Published	Fires a Google Ads conversion when call duration meets threshold
Campaign Tracking	Published	Master workflow routing calls to Campaign Tracking pipeline stages
GBP Tracking	Published	Tracks calls originating from Google Business Profile
Leads Tracking - GBP	Published	Specific lead tracking for GBP-sourced inquiries
Leads Tracking - GoogleAds	Published	Specific lead tracking for Google Ads calls
PMAX	Published	Handles leads from Performance Max campaigns
SEARCH	Published	Handles leads from Google Search campaigns
PPC Extension Number Calls	Published	Tracks calls from Google Ads call extensions
DUI Landing Page	Published	Tracks and routes DUI landing page calls
Criminal Traffic Landing Page	Published	Tracks criminal traffic LP calls
Criminal Speeding Landing Page	Published	Tracks criminal speeding LP calls
Calls from GHL Landing Page	Published	Tracks GHL-hosted landing page calls
First Time Phone Call	Published	Special handling for first-time callers
Missed Calls Notification	Published	Alerts team when a call is missed

5.3 Call Tracking Data Fields

Field	Source	Purpose
UTM Campaign (First Attribution)	Landing page URL parameter	Identifies the campaign on first touch
UTM Term	URL parameter	Search keyword that triggered the ad
UTM Content	URL parameter	Ad variation or creative identifier
Landing Page URL	Session data	Which page the caller landed on before calling

5.4 Call Handling Procedures

Inbound Call — Step-by-Step

1. Call comes in
   → IVR routes caller (ADN IVR workflow)

2. Call Tracking workflow fires
   → Source tag auto-applied to the contact

3. If ANSWERED:
   a. Intake rep conducts screening
   b. Complete intake custom fields during or immediately after the call
   c. AI Auto Notes workflow generates call summary
   d. Manually review and enhance the auto note
   e. If qualified → Create/update opportunity in Consultation Pipeline (New Lead stage)
   f. Apply case type tag + assign to appropriate attorney
   g. Create follow-up task if no immediate next step

4. If MISSED:
   a. Missed Calls Notification triggers → rep alerted immediately
   b. Rep must attempt callback within 5 minutes (Fast 5 protocol)
   c. Log attempt as a note:
      "[DATE] [INITIALS] — Missed call callback attempt. [Result]"
  

Call Disposition Tagging

After every call, apply one primary disposition tag:

Outcome	Tag to Apply	Pipeline Action
Viable new lead	new lead + case type tag	Move to/create opp in Consultation Pipeline → New Lead
Existing client calling in	existing client	Move to Existing Client stage
Caller needs follow-up	follow up needed	Move to Follow-Up Needed stage
Out of scope legal matter	out of scope	Mark Lost. Log reason.
Spam / scam call	spam/scam or scam call	Mark Lost. Enable DND.
Wrong number (court confusion)	wrong-number-court or wrong-number-court-ppc	Mark Lost. Flag for ad review if PPC.
No answer / voicemail	no response	Schedule follow-up task
Caller hung up	non responsive	Trigger nurture sequence if first contact

5.5 Google Ads Call Conversion Rules

• Conversion fires when a call from a Google Ads number exceeds the minimum duration threshold (managed by CallDuration Gads Conversion workflow).
• The google-ads-call tag must be present for the conversion to fire correctly.
• Do not manually tag google-ads-call unless correcting a tracking error — it is applied automatically.
• If a call from an ads number is spam/scam or a wrong number, log the appropriate wasted-spend tag for budget review.

5.6 Call Quality & Wasted Spend Tags

These tags are critical for Google Ads optimization reviews. Flag them promptly so the marketing team can act.

Tag	Meaning	Action Required
court-call-wasted-spend	Call was intended for a court, not ADN	Report to marketing for negative keyword review
wrong-number-court-ppc	PPC-sourced wrong number (court confusion)	Report to marketing + flag in Google Ads
scam call / possible scam email	Fraudulent contact consuming ad budget	Flag for exclusion in ad audiences

Section 6 — Quick Reference Checklists

✅ New Inbound Lead Checklist

• Check for duplicate contact before creating a new one
• Contact record created in CRM with full name, phone, and email
• Lead source tag applied (auto or manual)
• Opportunity created in Consultation Pipeline at New Lead stage
• Opportunity created in Campaign Tracking Pipeline (auto — verify it populated)
• Case type tag applied after screening call
• Practice Area custom field completed
• Matter Description custom field completed
• Relevant intake custom fields completed (case-type specific)
• Call note created (AI auto note reviewed and enhanced by rep)
• Attorney or staff assigned + assignment tag applied
• Follow-up task created with due date if no immediate next step

✅ Closing a Lost Lead Checklist

• Opportunity marked Lost in Consultation Pipeline
• Opportunity marked Lost in Campaign Tracking Pipeline (if applicable)
• Disqualification tag applied (out of scope, spam/scam, wrong number, no budget, etc.)
• Lost reason documented in contact notes using standard format
• DND enabled if contact has opted out of communications
• lost / not retained tag applied
• Wasted spend tag applied if call came from paid media and was non-viable

✅ Winning a Client (Retainer Paid) Checklist

• Opportunity marked Won in Consultation Pipeline
• Stage moved to Retainer Paid & Onboarded
• retainer paid & onboarded tag applied
• All intake custom fields fully completed (required for Clio transfer)
• GHL to Clio Data Transfer — New Onboard workflow confirmed triggered
• clio tag applied after successful Clio data transfer
• Onboarding workflow triggered (Ray or Ed, as applicable)
• won tag applied
• Welcome/onboarding communication confirmed sent to client

✅ Missed Call Recovery Checklist

• Missed Calls Notification received by assigned rep
• Callback attempted within 5 minutes of missed call
• Callback attempt logged as a note with date, initials, and result
• If no answer: send text message via CRM conversation
• If still no response after 2 attempts: apply no response tag and enroll in nurture sequence
• Follow-up task created for next business day if no contact made