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Product Guides

CRM

CRM is where prospects become customers. The core flow is Lead → Contact / Account → Deal, with Activities (calls, meetings, tasks) attached to any of them along the way.

Leads

A lead is an unqualified prospect — name, email/phone, company, source, and territory, plus an estimated deal_value and any custom fields your organization has added.

By default, Leads move through this status graph:

new → contacted → qualified → converted
                            → unqualified
                            → lost

unqualified and lost both require a disqualification reason. converted is the only path forward — converting a lead creates the Contact/Account (and optionally a Deal) it becomes.

Use the Leads Kanban board to drag leads between statuses instead of editing them one at a time — it’s the fastest way to work a pipeline.

Contacts and Accounts

  • An Account is a company — it has a status (default active) and, for reporting, an ARR (annual recurring revenue) figure. It owns a set of Contacts and Deals.
  • A Contact is a person at an Account. Contacts carry a do_not_contact flag independent of any status — set it and CRM stops surfacing that person for outreach, regardless of what else changes.

Deals

A Deal tracks a specific sales opportunity through a configurable pipeline:

new → qualification → proposal → negotiation → closed_won
                                              → closed_lost

Reaching either closed stage automatically stamps a close_date. Deals carry value, currency, and a probability (0–100) for weighted forecasting.

Activities

An Activity is a call, meeting, or task, with its own status (scheduled/in progress/completed/cancelled) and priority (low/medium/high/urgent). Activities attach to whichever record they’re about — a lead, contact, account, or deal — so a record’s activity history is always visible from that record.

The CRM overview

The CRM landing page is a dashboard of the whole module. A row of headline figures — total leads, active deals, pipeline value, win rate, contacts — sits above cards for recent leads, the deal pipeline, the sales funnel, conversion rates, revenue trend, lead sources, and today’s activities. Every card links through to the full page behind it.

Performance Analytics

One card tracks whether the team is keeping up, over the last week, month, 6 months or year:

  • On schedule — share of completed activities finished on or before their due_at. Activities with no due date are excluded: they cannot be late, and counting them as on-time would inflate the figure for anyone who logs calls after the fact.
  • Completed — activities completed versus activities due in the window. This can exceed 100% when a backlog is cleared, and is deliberately not capped.
  • Forecast var. — actual won revenue against the probability-weighted value of deals closing in the window. A deal’s own probability is used when set, otherwise its pipeline stage’s default. With no weighted pipeline to compare against, the variance reads 0%.

Each figure is shown with its change against the immediately preceding window of the same length.

Viewing the overview requires the crm:report:view permission — the same permission that governs Reports.

Customizing your pipeline

Admins can configure, per organization:

  • Pipeline stages — reorder or rename the stages Leads and Deals move through
  • Custom fields — add fields to Leads, Contacts, Accounts, or Deals beyond the built-in set