Stop treating lead generation and your CRM as separate tools. In today's competitive landscape, all higher education professionals—from enrollment managers to marketing directors and IT staff—are tasked with increasing efficiency and demonstrating ROI. This session provides a practical roadmap for connecting your institution's lead generation efforts (digital advertising, search campaigns, college fairs, etc.) directly into actionable, automated workflows within your CRM. We will explore industry benchmarks and case study findings to inform attendees about how you can structure lead data from the source, create critical data capture strategies that trigger personalized engagement tracks, and leverage analytics to continually optimize your funnel. Leave with a clear, step-by-step plan for maximizing ROI on your lead generation campaigns and activating your CRM’s next-level potential.