crm-operations

operationsv1.0.0

CRM setup, pipeline automation, lead routing, deal tracking, and operational workflows for HubSpot, Salesforce, Pipedrive.

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CRM Operations

Workflow

1. Property Architecture

Core contact properties:

Property	Type	Purpose
lifecycle_stage	Dropdown	Subscriber → Lead → MQL → SQL → Opportunity → Customer
lead_source	Dropdown	How they found you (organic, paid, referral, outbound)
lead_score	Number	Calculated engagement + fit score
assigned_owner	User	Current owner for routing
last_engaged	Date	Last meaningful interaction
icp_fit	Dropdown	Strong, moderate, weak

Core company properties:

Property	Type	Purpose
industry	Dropdown	Vertical classification
employee_count	Number	Size segmentation
arr_potential	Currency	Estimated deal value
tech_stack	Multi-select	Integration opportunities
decision_stage	Dropdown	Awareness, consideration, decision

Naming convention: snake_case, prefix custom properties with category (e.g., billing_, product_, marketing_).

2. Pipeline Design

SaaS sales pipeline:

Stage	Definition	Exit criteria	Win probability
New	Lead qualified, first meeting booked	Discovery call completed	10%
Discovery	Pain and fit confirmed	Champion identified, budget discussed	20%
Demo	Product demonstrated	Technical validation passed	40%
Proposal	Pricing/terms shared	Verbal agreement on terms	60%
Negotiation	Contract in legal review	Redlines resolved	80%
Closed Won	Contract signed	Payment received or PO issued	100%
Closed Lost	Deal dead	Loss reason documented	0%

Required fields per stage transition:

New → Discovery: pain_point, budget_range, timeline
Discovery → Demo: champion_name, decision_maker, competitor
Demo → Proposal: technical_validated = true
Proposal → Negotiation: proposal_sent_date, contract_value
Any → Closed Lost: loss_reason (required, dropdown)

3. Lead Scoring

Two-axis scoring: Fit (demographic) + Engagement (behavioral)

Fit scoring (0-50 points):

Signal	Points	Rationale
ICP industry match	+15	Right vertical
Company size 50-500	+10	Sweet spot segment
Decision-maker title	+10	VP+ or C-level
Target geography	+5	In serviceable market
Uses complementary tools	+5	Integration potential
Company size < 10	-10	Below minimum viable
Student/personal email	-15	Not a buyer

Engagement scoring (0-50 points, decays 50% per 30 days inactive):

Action	Points	Decay
Visited pricing page	+10	Yes
Requested demo	+15	No
Downloaded content	+5	Yes
Attended webinar	+8	Yes
Opened 3+ emails in 7 days	+5	Yes
Replied to email	+10	No
Visited 5+ pages in session	+5	Yes

Thresholds:

Score ≥ 70: MQL → auto-route to sales
Score 40-69: Nurture sequence
Score < 40: Marketing automation only

4. Lead Routing

Round-robin with rules:

IF lead_score >= 70 AND arr_potential >= $50k:
  → Route to enterprise AE (named accounts)
ELIF lead_score >= 70 AND arr_potential < $50k:
  → Route to SMB AE (round-robin)
ELIF lead_score 40-69:
  → Route to SDR for qualification
ELSE:
  → Nurture automation

SLA: New MQL must be contacted within 5 minutes (speed to lead matters). If not claimed in 15 minutes, re-route.

5. Deal Forecasting

Weighted pipeline method:

Forecast = Σ (Deal value × Stage probability × Rep confidence adjustment)

Forecast category	Definition
Committed	90%+ probability, verbal/written commitment
Best case	50-89% probability, active engagement
Pipeline	10-49% probability, early stage
Upside	Identified but not yet in pipeline

Monthly forecast review: Compare forecast vs actual for last 3 months to calibrate rep-level accuracy.

6. Data Hygiene

Weekly automated cleanup:

Merge duplicate contacts (match on email → company + name)
Flag contacts with no activity > 90 days
Validate email addresses quarterly (bounce rate > 5% = problem)
Standardize company names (remove Inc, LLC, Ltd variants)
Archive closed-lost deals > 12 months old

Data quality dashboard:

% contacts with complete required fields
% deals with next step date in future
Duplicate contact rate
Bounce rate on email sends
% contacts with valid lifecycle stage

7. Automation Workflows

Essential automations:

Trigger	Action
Form submission	Create contact, set lifecycle stage, enroll in sequence
Lead score crosses MQL threshold	Notify owner, create task, update lifecycle
Deal stage change	Update contact lifecycle, trigger next email
No activity 14 days on open deal	Alert owner, create follow-up task
Closed Won	Trigger onboarding sequence, notify CS team
Closed Lost	Enroll in re-engagement nurture (90 day delay)