Lead Management System Development
How a Fuel Card Sales Team Stopped Losing Leads With a Custom Lead Management System
A fuel card company’s sales agents were working FMCSA leads across ten screens, with no contacted or non-contacted status, SMS opt-ins left idle, and commissions tracked by hand. Our dedicated developers rebuilt its PHPMaker leads system into one workspace for leads, campaigns, calendars, and commissions.
- Higher lead conversion rate
- 30%
- Faster lead response
- 50%
- Lead volume handled, no new staff
- 2×
Client Overview
Client Story
A&I Transport and A&I Express sell fleet fuel cards from Watsonville, California, to trucking companies in 48 states, with discounted fueling at 1,500+ partner stations. For 15 years, growth has come from a sales team that finds carriers in FMCSA data and signs them up. Daryn Duff is the CTO.
That team worked out of an old PHPMaker leads system. New FMCSA leads were handed out by hand, and nothing showed whether a carrier had been contacted yet, so some leads got two calls and others got none. Text replies and opt-ins collected in a list nobody watched. Referrals, partnership requests, and applications each had their own log, a card could be mailed and never used without anyone noticing, and email and SMS campaigns ran in outside tools with no results to compare. At the end of each month, commissions were worked out by hand, and agents questioned the numbers. As lead volume grew, the system slowed down too.
Background
Project Background
Daryn needed one system where every lead is owned, every touch is logged, and every commission adds up. The brief:
- Every Lead Owned
- Personal queues with contacted and non-contacted status.
- One Place to Communicate
- Calls, SMS, email, and appointments in the lead record.
- Campaigns With Results
- Email and SMS campaigns run and measured in-house.
- Commissions Agents Trust
- Monthly payouts calculated, not assembled by hand.
Our leads system is stuck on PHPMaker. We don’t even have lead categories like contacted or non-contacted, no centralized communication, and no proper tool or logs to manage updates. Agents are juggling ten different screens, commissions are a manual mess, and SMS opt-ins just sit there. It’s slow, outdated, and we’re losing leads because of it.
Discovery
Research & Ideation
Leads were not lost for lack of effort. They were lost because no screen showed who owned a lead or what had happened to it.
Ownership Before Automation
Each lead sits in one agent’s queue, marked contacted or non-contacted.
Follow the Lead to Fueling
A sale isn’t done when the card ships. It’s done when the carrier fuels.
One Screen, Not Ten
Tools agents reach for daily sit beside the lead, not in other systems.
Design
Designing a Lead Flow From FMCSA Record to First Fueling
Every lead follows the same tracked path, from first contact to a fueling carrier and a paid commission.
- FMCSA or SMS LeadCaptured in the dashboard
- My Leads QueueAssigned to one agent
- ContactCalls, SMS, email, appointments
- Card SentTracked until first fueling
- CommissionCalculated for the month
Every Lead Shows Where It Stands
Agents see their own queue sorted by status, and a card that ships without fueling raises an alert before the carrier goes cold.
- New FMCSA lead Non-contacted
- SMS opt-in In SMS queue
- Called, demo booked Contacted
- Card sent, not fueled Alert to agent
- First fueling Counted in commission
Challenges
Project Challenges
No Lead or Agent Dashboard
Lead metrics and agent performance were scattered across legacy modules.
Manual Lead Assignment
No personal queues, and no contacted or non-contacted status.
Idle SMS Leads and Opt-ins
Stored in separate lists, with no live queue or history.
Logs Kept Separately
Partnership, referral, OO request, service, and application logs lived apart.
Cards Sent but Never Fueled
Activation problems and misuse went unnoticed.
Campaigns Outside the System
No campaign analytics and no control over contact lists.
Manual Commission Tracking
Errors, delays, and disputes with agents.
No Shared Calendar
Appointments, availability, and meeting status tracked elsewhere.
Sales Tools Spread Out
Rebate calculator, fuel prices, Twilio numbers, and call history in different places.
Slow as Volume Grew
Slow queries and scaling limits in the PHPMaker system.
Approach
Our Solutions
We refactored the PHPMaker leads system in custom PHP and MySQL on AWS, connected to FMCSA, EFS, Twilio, SendGrid, DocuSign, and a custom fuel pricing API.
Central Lead Dashboard
Live FMCSA lead metrics and agent performance in one view.
My Leads Queues
Personal queues with contacted and non-contacted categories and sales stages.
SMS Lead Management
A live queue for new SMS leads and a full history of past messages.
Unified Logs
Every log type in one place, with each update tracked.
Campaign Hub
Email and SMS campaigns built, sent, and measured, with contact lists.
Commission Tracking
Current, previous, and any past month, with not-fueling alerts.
Calendar and Scheduling
Appointments, agent availability, and meeting status.
Faster Queries and Caching
Optimized so growing lead volume no longer slows agents down.
What the Leads System Runs
-
Leads 6 modules
- Lead dashboard
- FMCSA leads
- My Leads queue
- Contacted
- Non-contacted
- Agent performance
-
SMS Leads 3 modules
- New SMS queue
- SMS history
- Opt-ins
-
Logs 7 modules
- Partnership
- Referral
- OO request
- Service
- Application
- Card sent, no fuel
- Update tracking
-
Marketing 4 modules
- Email campaigns
- SMS campaigns
- Contact lists
- Campaign analytics
-
Commissions 4 modules
- Current month
- Previous month
- Search by month
- Not-fueling alerts
-
Calendar 3 modules
- Appointments
- Agent availability
- Meeting status
-
Sales Tools 5 modules
- Rebate calculator
- Daily fuel prices
- Twilio numbers
- Call history
- SOS territories
-
Carriers 4 modules
- Carrier profiles
- Agent details
- Status reports
- Cards sent tracking
-
Performance 2 modules
- Query optimization
- Caching
Delivery Areas
- Lead Dashboard and Queues
- SMS Leads and Unified Logs
- Campaigns and Calendar
- Commissions and Sales Tools
- Performance Optimization
Delivered by dedicated developers since 2018, with new features still being added.
Custom Features
Custom Functionalities
Built for how fuel card agents actually sell, not how a generic CRM assumes they do.
FMCSA Lead Intake
Carrier leads come from FMCSA data straight into the dashboard.
Card Sent, No Fuel Alerts
Shipped cards that are never used raise an alert for the owning agent.
Commissions Tied to Fueling
Not-fueling alerts sit next to commission data, so payouts reflect real activity.
Custom Calling, SMS, and MMS
A Twilio module with call history and numbers mapped to agents.
SOS Territory Mapping
Territories set which agent works which leads.
Rebate Calculator and Fuel Prices
Agents quote savings from daily prices without leaving the lead.
Support
On Going Support
A&I has worked with our dedicated developers since 2018, and the leads system keeps growing with the sales team.
Agents Actually Use It
The system replaced ten screens with one the team works from every day.
Features on Request
New tools are added by the same developers who know the sales process.
Part of a Larger Platform
We also built A&I’s admin portal. See that case study. All five systems form one fleet fuel platform.
Mohsin Baloch and the iCommuneTech team took our old leads system and actually made it work. They added lead categories, centralized communication, and proper logs, things we never had before. Agents are finally using it, commissions are accurate, and we’re seeing better conversion. They’re still helping us add features, and we’re happy to keep them on.
Impact
Project Outcome
- Higher lead conversion rate
- 30%
- Faster lead response time
- 50%
- Fewer card activation issues
- 60%
- Lead volume handled without adding staff
- 2×
Figures reported by A&I Transport.
Before: ten screens
- Leads handed out by hand
- No contacted or non-contacted status
- SMS opt-ins left waiting
- Commissions worked out by hand
After: one workspace
- Personal queues for every agent
- Status on every lead
- Live SMS queue with history
- Commissions calculated each month
Agents open one queue, see which leads still need a first call, and work them with calls, texts, emails, and booked meetings from the same screen. Unused cards are flagged while the carrier is still warm.
Commissions calculate from the month’s activity, campaigns report their own results, and the system now handles twice the lead volume without extra staff.
How iCommuneTech Works
Understand first. Build exactly what’s needed. Stay for the long run.
We deliver the exact solution to a business problem with the least investment and time, then stay to keep it working.
We understand before we quote
We start by understanding how the work actually gets done, before we propose anything.
The exact solution, not the biggest one
We recommend the smallest solution that fully solves the problem, and use what already works.
A team that stays
Every launch includes a 90-day warranty, then an optional long-term delivery plan with the same team.
Problem Slowing Business Growth? Let’s Find the Exact Fix.
Tell us how the work gets done today. We’ll map it before we propose anything.
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Share your requirementsenquiry@icommunetech.com