Ping Post Platforms vs CRMs: What’s the Real Difference?

While CRMs help manage existing customers and sales pipelines, ping post lead distribution platforms (like Standard Information) are built to route, sell, and monetize leads in real-time.

Sep 3, 2025

4 min. read

Wait — Don’t CRMs Already Handle Leads?


It’s a common misconception: “If I already have a CRM… do I really need a ping post platform?” Short answer?

Yes. You do.

Because a CRM is designed to help after a lead lands. Ping post is about what happens before that — the routing, monetization, compliance, and bidding logic that decides who even gets the lead in the first place.

Let’s Break Down the Core Differences



Why CRM Alone Isn’t Enough for Lead Sellers


CRMs are great — we’re not saying ditch yours. But if you’re selling leads, working with multiple buyers, or trying to maximize the value of each lead, you’ll hit some real problems with just a CRM:

  • No real-time routing
  • No auction logic
  • No ping/post delivery
  • No fallback if one buyer rejects
  • No way to score or filter pre-sale
  • No compliance layer at the entry point

With Standard Information, those gaps are exactly what gets filled.

What Ping Post Platforms Actually Do


A modern ping post system handles all the infrastructure before your CRM is even involved:

  1. Ping lead details to eligible buyers (ZIP, age, source)
  2. Receive bids in milliseconds
  3. Choose highest or best match based on custom logic
  4. Post full lead data to winning buyer
  5. Log transaction, validate data, enforce rules
  6. Optional: Push to CRM (if you’re the end buyer or contact center)

It’s like having a lead air traffic controller — deciding where each lead should go before it hits your runway.

What Standard Information Adds on Top


Standard Information isn’t just a ping post tool — it’s a full-stack lead monetization platform:

  • ⚙️ No-code buyer integrations
  • 🤖 AI automation via AmeliaAI
  • 🛠 Ping Post Appointments for live bookings
  • 📊 Advanced logs and error tracking
  • 📤 Real-time SMS, email, webhook delivery
  • 🧠 Lead scoring and source tracking
  • 📈 Customizable bid logic and routing

Try doing all that in your CRM… it won’t go well.

When to Use Both Together


Here’s where it gets fun: you should use both — but for different things.


Standard Information can even push leads into your CRM once they’ve been routed and posted — so you still get full pipeline visibility.

A Real-World Example

Let’s say you run an auto insurance lead marketplace.

  • You generate a lead from a 29-year-old in Ohio
  • That lead needs to be routed now
  • Buyer A bids $48, Buyer B bids $43
  • Buyer A wins, lead is posted in 600ms
  • Only then is it pushed into Buyer A’s CRM for follow-up

Your CRM never handled the ping. It only received the result. That’s the power of ping post.

Final Thoughts


CRMs are powerful tools — but they’re not built to distribute or monetize leads. If you’re selling leads, managing ping trees, working with multiple buyers, or optimizing performance — you need a platform like Standard Information.

Use your CRM to nurture leads. Use Standard Information to move them. And when both systems are doing what they do best? That’s when your lead gen operation hits real scale.

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