CRM Builder

CRM Design Process

1. Define Pipeline Stages

Standard B2B SaaS pipeline:

Lead → MQL → SQL → Discovery → Demo → Proposal → Negotiation → Closed Won/Lost

Standard B2B Services:

Inquiry → Qualified → Meeting → Proposal → Contract → Closed Won/Lost

E-commerce/B2C:

Visitor → Lead → Customer → Repeat → VIP

Rules:

• Max 7-8 stages (more = confusion)
• Each stage has clear entry criteria
• Define required fields per stage (can't advance without them)
• Set expected time in each stage (flag stalled deals)

2. Contact Properties

Essential fields:

• Name, email, phone, company, job title
• Lead source (utm_source or manual)
• Lead score (see lead-scoring skill)
• Lifecycle stage (subscriber → lead → MQL → SQL → customer)
• Owner (assigned sales rep)
• Last activity date
• Industry, company size (for segmentation)

Custom fields based on your ICP (Ideal Customer Profile).

3. Automation Rules

High-impact automations:

• Lead assignment: Route leads by territory, company size, or round-robin
• Follow-up reminders: Alert if no activity for X days
• Stage progression: Auto-move when criteria met (e.g., demo scheduled → Demo stage)
• Win/loss notifications: Slack/email alert on deal close
• Lifecycle updates: Auto-update contact lifecycle when deal moves
• Re-engagement: Trigger email if deal stalls for X days

4. Email Integration

• Sync sent/received emails to contact timeline
• Log meeting notes and call recordings
• Track email opens and link clicks
• Template library for common emails (intro, follow-up, proposal)

5. Reporting Dashboard

Essential reports:

• Pipeline value by stage
• Win rate by source/owner/month
• Average deal cycle time
• Activity metrics (calls, emails, meetings per rep)
• Revenue forecast (weighted pipeline)
• Lost deal reasons analysis

6. Tool Selection

References

• references/crm-templates.md — Pipeline templates by industry, property sets
• references/automation-recipes.md — 20+ automation workflows