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> For a complete documentation index, see https://docs.moyoinnovations.com/llms.txt.
> For AI client integration (Claude Code, Cursor, etc.), connect to the MCP server at https://docs.moyoinnovations.com/_mcp/server.

# CRM

> Track leads through to closed deals — leads, contacts, accounts, deals, and activities.

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:

```text
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.

> **Tip**
>
> 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:

```text
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

## Related

* [Data Import & Export](/guides/data-import-export) — bulk-load leads,
  contacts, accounts, and deals from a CSV/XLSX file
* [Billing & Invoicing](/guides/billing) — invoices link back to the Account
  and, optionally, the Deal they came from