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.

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