How to turn every lead into a scored, ready-to-send deal

Your sales process cannot depend on how much energy you have that day. It needs to work — consistently.

Here's how to build a simple system that automatically turns every new lead into a scored, organized, ready-to-send proposal.

“All” you have to do, then, is close.

What we’re building

Lead submits a form → lead score is made → Zapier automation runs → AI drafts a brief, proposal text, and a follow-up email → folders are created → everything gets saved.

That’s it.

We’ll use 4 tools:

Jotform (the lead form)
Zapier (the automation)
Google Drive and Google Docs (folders and proposal file)
AI inside Zapier (brief and emails)

You can use Make instead of Zapier if you prefer — same idea. Zapier is just easier to explain.

Step 1 — Build a better lead form

A basic form won't do. You need a form with set fields.

A. Create it in Jotform:

Create Form → Start From Scratch → Classic Form
Name: Lead Intake

B. Add the field:

Add these one by one:
Click Add Element:

Short Text:

Full name
Email
Company name
Website

Dropdown fields:

Budget (Under $5k / $5–10k / $10–25k / $25k+)
Timeline (ASAP / 30 days / 60 days / 90+)
Revenue (0–100k / 100–500k / 500k–1M / 1M+)

Single Choice:

Are you the decision maker? (Yes/No)

Long Text:

What are you trying to achieve?
Why now?

This makes the answers easy to score and easy for AI to read.

Step 2 — Add a Fit Score inside Jotform

We’re going to create hidden mini score fields, then add them up into one Fit Score.

A) Create the hidden score fields

1) Create the final Fit Score field

In the form builder, click Add Element
Click Widgets → Form Calculation
Search Form Calculation
Drag it into the form
Rename it: Fit Score
Turn on Hide Field

2) Create the mini score fields

Create four more Form Calculation fields:

BudgetScore
RevenueScore
DecisionScore
TimelineScore

For each mini score field:

Set the formula to 0 (default)
Hide it

Hide each one.

B) Set the scoring rules

Go to Settings → Conditions → Update / Calculate Field.

Set scores for the small fields (BudgetScore, not Fit Score).

BudgetScore example:

Under $5k = 0
$5–10k = 10
$10–25k = 25
$25k+ = 35

Repeat for the other score fields: RevenueScore, DecisionScore, and TimelineScore.

C) Calculate Fit Score (sum the mini fields)

Click Fit Score → open the formula editor → use Add Field to insert the mini score fields and add them:
BudgetScore + RevenueScore + DecisionScore + TimelineScore
Now, Fit Score will update automatically based on the mini fields.

D) Prevent errors

Give every dropdown option a score (even 0).
Decide what score to give if it’s left blank (or make the field required).

Otherwise, your total can be wrong.

E) Test it

Click Preview
Fill the form and submit
Go to Submissions
Check Fit Score

If it shows a number, everything is working.

Step 3 — Create the proposal template

Don’t ask AI to write a full proposal from zero.

Make a template with blanks.

Create a Google Doc called Proposal Template.
Use placeholders like this:

Proposal for {{CompanyName}} 
Problem: {{ProblemSummary}} 
Scope: {{Scope}} 
Timeline: {{Timeline}} 
Price: {{Price}} 
Next step: {{NextStep}}

Important: write the placeholders the same way every time.

For example, always use {{CompanyName}} (not {{Company Name}} or {CompanyName}).

Step 4 – Build the automation in Zapier

A) Trigger: new form submission

In Zapier, click Create → Zap.
Choose Jotform as the trigger app
Event: New Submission
Connect your Jotform account
Select your form
Test it

You should see your lead info and Fit Score.

B) Create the client folder

Add Action step
App: Google Drive
Event: Create Folder
Parent folder: create one called SalesPipeline
Folder name: {{Company Name}} - {{Full Name}}

Add 3 more folder steps:

Create Folder: “Internal”
Create Folder: “Proposal”
Create Folder: “Assets”

Important: For each subfolder step, set the Parent to the Folder ID from the first “Create Folder” step (the client folder).

Don’t select the folder by name.

C) AI step: create internal brief, scope, and pricing

Add Action → OpenAI (or AI by Zapier) → choose model.
Paste this prompt(or similar) and run it:

Prompt

You are my sales assistant. Use this lead data:
Company {{Company Name}}, Website {{Website}}, Budget {{Budget}}, Timeline {{Timeline}}, Revenue {{Revenue}}, Decision maker {{Decision Maker}}, Goal {{What are you trying to achieve}}, Why now {{Why now}}, Fit Score {{Fit Score}}.
Output only: 
ProblemSummary (2-4 sentences) 
Scope (5-8 bullets) 
RiskFlags (3-6 bullets) 
Price (one price and 2 sentences) 
NextStep (one step)
Keep it short.

Use this output to fill the proposal.

D) Create proposal doc from template

Add Action step
App: Google Docs
Event: Create Document from Template
Select your “Proposal Template”
Choose destination folder: the “Proposal” folder you created
Map fields:

{{CompanyName}} → Company Name
{{ProblemSummary}} → AI output ProblemSummary
{{Scope}} → AI output Scope
{{Timeline}} → lead Timeline
{{Price}} → AI output Price
{{NextStep}} → AI output NextStep

Now, each lead generates a filled proposal doc.

E) Convert to PDF (optional)

If you want PDF:

Add Action: Google Drive → Export File
Choose PDF

(If the Zapier account can’t export, you can skip this. A Google Doc link is enough.)

F) AI step: write the follow-up email

Add another AI step.

Prompt

Write one email to send the proposal and ask for a call.
Rules:
120 words max
Short paragraphs
One clear CTA
Confident tone
Do not mention Fit Score
Inputs: 
Company: {{Company Name}} 
ProblemSummary: {{AI ProblemSummary}} 
Price: {{AI Price}} 
Timeline: {{Timeline}} 
Proposal link: {{Google Doc link}}
Output: 
Subject: 
Body:

G) Create Gmail draft (not send)

Add action: Gmail
Event: Create Draft
Subject: use AI Subject
Body: use AI Body

Now you get a draft ready to review and send.

Step 5 — Only run this for good leads

You don’t want proposals for bad leads.

Add a Zapier “Filter” step right after the trigger:

Condition: Fit Score ≥ 50.

If Fit Score < 50, stop the Zap.

Later, you can make another Zap for low-score leads that sends a polite “not a fit” message.

What to do each day (so this actually saves time)

Each day, do this:

Open your draft emails
Skim the proposal
Make small edits (if needed)
Send

That’s it.