The form is where marketing's conversion rate and sales' lead quality argue with each other. Every field added reduces submissions; every field removed reduces what sales knows. The argument dissolves when you separate what only the visitor can tell you from what a lookup can tell you, and ask only the first.

Ask what enrichment cannot find

Company size, industry, location, technology stack and often job title can be looked up from a work email in seconds. What cannot be looked up: what they are trying to achieve, how urgent it is, and how they prefer to be contacted. Three to five fields — name, work email, one 'what do you need' question, optionally a timeline — plus enrichment behind the form produce a more complete record than a twelve-field form does.

Make the one open question count

'How can we help?' produces one-word answers. 'What is the first thing you would want this to fix?' produces a sentence a rep can open a call with. The answer is also the best qualification signal you have; route on it, and show it to the rep in the notification.

Enrich, then decide

The webhook fires, the enrichment runs, the lead is scored, and only then is anything created in the CRM. Free-mail addresses with no company get a different path from work addresses; existing customers get routed to their account owner; competitors get filtered quietly. The visitor never sees any of this, and sales never sees a junk record.

Test the form like a product

Watch abandonment per field. Try removing the phone field and see whether booked meetings change. Try a two-step form where the email comes first and the rest is optional. Report leads, qualified leads and meetings — not just submissions — so the form is judged on what it produces downstream.