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Customer Relationship Management: how to use guide
How to use
Customer Relationship Management
Checked against the product on 27 August 2026
Customer Relationship Management
The CRM is where people, companies, enquiries and money are tracked. It is the free App every workspace can turn on, and it is the App most of the others borrow customer records from.
Every page has a How to use button in its header. It opens a panel explaining that screen in detail. If an answer is not below, that button is the next place to look.
The four records, and picking the right one
This is the single most common source of confusion, so it comes first.
Record
What it is
Where it lives
Lead
Somebody who showed interest but is not proven business yet: a form submission, a referral, a scanned business card. It carries the person and their company on one row
Leads
Contact
A person you have an ongoing relationship with
Contacts
Account
The company itself
Companies
Deal
A revenue opportunity, with an amount, a currency and a close date
Deals
Work an enquiry as a lead. When it is worth keeping, convert it: that creates the contact permanently, copies the job title and activity history across, records which lead it came from, and finds or creates the company account. The company is matched on the website's domain first, then the company name.
When there is a real number and a date worth forecasting, raise a deal.
Where everything lives
Group
Pages
CRM
Leads, My Leads, Lead Queue, Lead Sources, Lead Scoring, Lead Assignment, Duplicate Matching, AI Assistant
Contacts
Companies, Customer 360, Contacts, Data Quality
Sales
Deals, Products, Price Books, Quotes and Proposals, Forecasting
By hand. New Lead needs only a name. Leave the status alone and it saves as New; leave the owner alone and it is assigned to you. As you type an email or phone number the form quietly checks for existing leads with the same address or number and shows them, so you can stop before creating a second copy of somebody a colleague is already calling.
By CSV. Import takes a file of up to 5 MB and 5,000 rows. Both limits can be raised for your workspace.
Download sample CSV gives you the 20 recognised columns.
Only name is required.
tags is one cell split on | or ;.
priority must read low, medium or high.
If your headers do not match, run AI column mapping and confirm the pairs it suggests. They are checked against the real column list, so it can never invent a field.
Invalid rows are skipped and listed with their line numbers rather than failing the whole file.
Over roughly 200 rows the import runs in the background. Closing the drawer is safe.
On their own. Three channels write straight into the list:
Your hosted Web Form
The intake connection, using your workspace key from CRM Settings
Lead Sources webhooks: WhatsApp, Facebook Lead Ads, Google, TikTok, or a custom one
All three run the same pipeline: match against an existing lead by phone or email, otherwise create it as New with that channel's source, let your routing rules pick the owner, notify that owner, and fire your lead created webhook.
The eight statuses
Status
Meaning
New
Nobody has worked it yet. Every lead starts here, however it arrived
Contacted
You have reached out at least once and are waiting on them
Qualified
There is a real need, budget and a person who can decide. Worth a proposal
Proposal Sent
A quote or proposal is out and the ball is in their court
Negotiation
Terms, price or scope are being worked out
Won
Closed in your favour
Lost
Closed against you
Junk
Spam, a test submission, or somebody who was never a prospect
This is the default list and you can edit it in Lead Options. A status you invent works everywhere, but renders in neutral grey, because the colours are keyed to these eight names.
Finding leads
Search matches name, phone, email and company. The Filters panel adds status, source, owner, aging (not touched in 3, 7, 14 or 30 plus days), pipeline and stage, and campaign attribution. My leads and Unassigned are one click chips.
Every filter lives in the address bar, so a filtered list is a link you can paste to a colleague. Saved views keep a filter set you use daily.
Working a lead
Click a row to open its drawer: Overview, Activity timeline, Emails and an AI assistant. The address bar carries the open lead, so a refresh reopens it. Status and priority are editable inline on the row without opening anything.
Merge in the drawer lets you keep the right value field by field. Everything attached to the losing leads (activities, notes, tasks, emails, files, deals, quotes, tickets) moves onto the survivor.
In bulk: tick rows and a bar appears at the bottom to assign, set status, move to a stage, add or remove a tag, or delete. The selection covers the rows you can see and resets when you change filters or page.
Export streams a CSV of the current filter set, 31 columns including score, campaign attribution, capture channel and first response time. Capped at 50,000 rows per file and 6 exports a minute, so narrow the filters rather than pulling everything twice.
What happens without you touching it
The score recalculates itself from your scoring rules every time a lead is created or edited. You never set it by hand.
A stage move can change the status. Dropping a lead into a stage flagged won or lost sets its status and logs the move on the timeline.
The two row badges are computed.New means unassigned, under two days old and never touched. Aging means no activity for longer than your aging threshold.
The duplicate rule that surprises everyone
On capture, a lead is matched byte exactly on phone or email unless smart matching is on. So +1 (555) 010-0100 and 5550100100 become two leads, and a fresh enquiry can attach itself to a lead you marked Won six months ago.
Smart matching, under Duplicate Matching, fixes both: it strips formatting, lower cases the email, and only ever merges into an open lead.
Pipeline
Pipeline is a Kanban board of leads. You drag a person or enquiry through stages you configure yourself.
Pick the pipeline you are looking at, and build the stages in the order you actually sell.
Each stage can be flagged Won, Lost, or neither. Moving a lead into a flagged stage sets its status for you. A stage with neither flag never touches the status.
Column headers show the true count for the column, not the number of cards loaded.
Opening a card does not lose the board.
Pipeline is not Deals. Pipeline moves people through a funnel. Deals is the money list, and it is the only thing forecasting and revenue reporting read. Moving a lead across the Pipeline board does not move its deal. The two stage lists are separate.
Contacts
New contact requires only a name. Beyond that you can record first and last name, email and phone (plus extra emails and numbers), job title, department, seniority, lifecycle stage, status, the account they work for, an owner, source, timezone, social profiles, an address, tags and any custom fields your workspace has defined. A custom field marked required must be filled before the contact saves.
Putting a person in a company
Setting the account is what makes a contact appear on that company's page, in its org chart and in its timeline. Exactly one contact per account can be flagged Primary.
Somebody who genuinely belongs to two companies should get an extra Association with a role on the second account, rather than a second contact record.
The six lifecycle stages
Stage
Meaning
Subscriber
On your list but not in a sales conversation. They opted in to hear from you, nothing more
Lead
A real sales conversation has started. Most converted leads land here
MQL
Marketing qualified: their behaviour says they are interested enough to be worked
SQL
Sales qualified: a rep has spoken to them and confirmed there is something real
Customer
They have bought. Keeping this current is what tells expansion from acquisition apart
Evangelist
A customer who refers and vouches for you
Nothing moves a contact between stages automatically. The stage is a judgement you record, and reports read it back as you left it.
The three statuses, and the one that blocks sending
Status
Meaning
Active
Normal. Reachable by everything: direct email, campaigns, sequences, SMS and WhatsApp
Inactive
Parked. Nothing is blocked. It just keeps a dormant person out of your working views
Do not contact
A hard block. Direct email, campaign sends, sequence steps, SMS and WhatsApp to this person are all refused. Use it the moment somebody asks to be left alone
Do not contact is enforced when the message is sent, not merely hidden in the interface, so it holds even for a campaign built before the flag was set.
Importing contacts
A row needs either name, or a first_name and last_name pair, and the full name is composed for you. It also reads email, phone, job title, department, seniority, lifecycle stage, status, company, tags, timezone, source, and the social and address columns. company finds or creates the account.
An incoming row is matched on normalised email first, then normalised name. The On duplicate switch decides whether the match is skipped or updated, and the summary counts those two outcomes separately.
Relationships
A contact's Relationships tab records real links between people: reports to, manager of, colleague, assistant, influencer, decision maker. That is what turns a flat list into something you can navigate when your champion goes quiet. The tab also shows a relationship graph derived from email traffic.
Privacy requests you can answer yourself
Consent history is on a contact's Compliance tab, so "when did they agree to this" has an answer.
Export data produces everything held about that one person, for handing over on request.
Companies and Customer 360
Companies is the account list, with account types, group structure (parent and subsidiary), enrichment, and merging.
Customer 360 is one company on a single page: the whole timeline, plus delivery, money and support panels.
A panel can look empty when it should not, and there is a reason for each:
Invoices need one link, once. Until the company is linked, the money panel has nothing to read.
Projects link the same way.
People are found for you, so the contacts panel fills itself.
Enrichment and merging
Enrichment results are always a proposal. Tick the fields you trust and press Apply selected to write them onto the record. Nothing is written on your behalf.
Merging keeps the record you choose and moves everything attached to the losing records onto the survivor.
Deals
New deal needs a name. Everything else is optional, but a deal without an amount, a currency and a close date is not much use to forecasting.
Link it to a related lead and a related contact. The deal then appears on that record, and the link is what carries the client through to a project or an invoice later. An unlinked deal is allowed. It just has nobody to bill.
Probability
Leave Probability blank and the stage supplies one. Each stage carries its own default win probability, which you set in Pipelines. Type a number on the deal and yours always wins.
Blank is not zero. It means "use the stage default."
If a stage has no default, the built in figures apply: Qualification 20 percent, Proposal 40 percent, Negotiation 60 percent, Closed 90 percent.
The weighted value on the drawer is amount multiplied by probability, and it is what the forecast's weighted pipeline is built from.
Forecast category
Your confidence call: Commit (standing behind it this period), Best case (realistic upside), Pipeline (early), or Omitted (deliberately left out).
Leave it on Auto and the stage decides: Qualification reads as Pipeline, Proposal as Best case, Negotiation and Closed as Commit.
Closing
Moving Status to Won or Lost stamps the close date, and only on that actual transition. Editing a closed deal months later never re dates the win, which is why win and loss reporting stays stable. Moving it back to Open clears the close date and the lost reason.
Rotting deals
Creating or editing a deal counts as activity. An open deal with no activity for 30 days is flagged as rotting: the drawer shows an amber banner, and the Needs attention toggle filters the list to exactly that set.
It is a hygiene metric, not a stage. A stalled deal counts as stalled no matter when it is due to close.
Turning a won deal into work or money
Convert to Project creates a project carrying the deal's name, its account and contact, and its amount as the project budget, then seeds a default board. It is one and done: converting again re opens the project you already made.
Create Invoice hands the deal to the Invoicing App as a single invoice line.
Neither button requires the deal to be Won, but marking it won first is what makes the numbers read correctly.
Pipelines and stages
Pipelines in the header opens the settings drawer. Drag stages into the order your funnel runs in, give each a colour and a default win probability, and mark the ones that mean won or lost.
You can run several pipelines, for example new business against renewals. One is the default, and a switcher appears once you have more than one.
Renaming a stage also updates the label stored on every deal in it, so reports keep matching the board.
Deleting refuses to lose money. A stage or pipeline still holding deals cannot be deleted outright. You are asked which stage the deals should move to first, and they are moved before anything is removed.
The Unstaged column holds deals created before you had pipelines, or with a stage name matching none of yours. Drag them onto a real stage. Nothing can be dropped back into it.
How the money behaves
Every deal carries its own currency, and totals are never blended. A deal in EUR and a deal in USD are stored as two raw amounts and nothing converts them. Roll ups add those raw numbers up and label the result in your company currency, so a period mixing currencies produces a total that means nothing. Keep one currency per pipeline, or read the currencies apart.
Deleting a lead no longer destroys its deals. The link is severed and the deal survives, detached, including won deals. Merging two leads re points their deals.
Deleting a deal is permanent. There is no recycle bin. Mark a dead opportunity Lost instead, which is what keeps loss reporting honest.
The expected close date files a deal into a period. A deal with no expected close still shows in the forecast, but under the period it was created in, which is rarely what you meant.
Quotes, Products and Price Books
Products and pricing
Add what you sell to the Catalog. Use Active as your retirement switch rather than deleting, so historic quotes keep making sense.
Create a price book for each way you price, and price your products inside the book. Add volume breaks if you have them.
Prices resolve in a fixed order, and the note on a quote line tells you which one was used:
Note on the line
What it means
Book plus tier
A volume break inside a price book
Book name
The book's price for that product
Base price
The catalog price, because no book applied
Quotes
Open a new quote, build the line items, and check the totals. The totals are calculated on the server, so what you see is what the recipient sees.
Save first, and then the delivery tools appear. Mint the share link to send it. The recipient opens the link and makes a decision.
The decision is one way and one shot. Once accepted or declined it cannot be taken back from the recipient's side.
Forecasting
Choose the period first. Everything on the page is read for that period.
Four headline cards sit at the top, then open pipeline by stage, commit against best case, and a per rep table.
Two things to do before trusting any of it:
Clear the stalled deals. The rot banner links straight to them.
Set quotas, or there is nothing for attainment to be measured against.
The rule that surprises people: a deal lands in a period by its expected close date. A deal with no close date is filed under the period it was created in.
Activities, Calls and Meetings
Activities and Follow ups is the task list. A follow up can hang off a lead, a contact, an account, a deal or nothing at all. Reminders fire on their own. The same task appears on the record it belongs to.
Calls logs calls with a duration, notes, a recording and a disposition, and can link to a lead or contact. AI can read your notes back to you. It is a log, not a dialler.
Meetings and Calendar cover scheduled time, and Appointments and Booking Pages let other people book time with you.
Campaigns, Sequences and Journeys
Campaigns are one send to many people, across email, SMS or WhatsApp. The channel specific menu items are the same page pre filtered.
Campaign Groups bundle campaigns that belong together.
Email Templates are reusable bodies, with a builder and AI help.
Sequences are a fixed series of steps to one person.
Journeys are the automation builder: branching, waiting and reacting to what somebody does.
AI SDR works leads on your behalf and proposes what to send.
Do not contact is enforced across every one of these, at send time.
Capture
Page
What it is
Website Form
A form you embed on your own site
Capture Forms
Forms built and hosted here
Landing Pages
Whole pages built and hosted here
Lead Sources
Webhook connections from WhatsApp, Facebook Lead Ads, Google, TikTok or a custom source
Subscription Topics
What people can opt in and out of
API Key
The workspace key that lets your own systems post leads in
Everything captured runs the same pipeline: match, create, route, notify, fire the webhook.
CRM Settings
Page
What it controls
Lead Options
Your own status list, sources and other dropdown values
Custom Fields
Extra fields on your records. A field marked required must be filled before the record saves
Lead Scoring
The rules that produce a lead's score
Lead Assignment
Routing rules deciding who owns an incoming lead
Duplicate Matching
Exact or smart matching on capture
API Key
The key your own systems use to post leads
Who can see what
You may not be seeing every lead. With permission to view all leads, or team leads, you see the whole workspace. Without it you see only leads assigned to you, and that same rule scopes the search, the tag list, the duplicate check, the export and the pipeline board.
A colleague's "missing" lead is usually somebody else's row.
Individual actions are gated separately: creating and importing, reassigning, deleting, exporting, and merging each need their own permission. Anything you lack is simply not shown, rather than shown and refused.
Billing and limits
The CRM is the free App. Turning it on costs nothing.
Your plan caps how many leads a workspace may hold, and that cap behaves differently depending on who is creating the lead:
A manual create is refused at the cap.
A CSV import refuses the whole file up front, rather than importing part of it.
Public captures are deliberately let through and logged as overage. A web form submission, an intake call or a webhook is never dropped, because nobody is standing there to retry an inbound lead.
That last point matters for support: exceeding your lead limit does not lose you enquiries.
Contact and file storage counts toward the workspace storage allowance shared across every App, shown on the Plan page.
Known limitations
Worth knowing so nobody spends an afternoon on them:
The Priority and Tag selectors in the Leads Filters panel do not filter yet. The list comes back unfiltered. Use the Priority column, or search the tag, instead.
Deleting a lead only hides it, and there is no recycle bin screen, so treat a delete as final.
Deleting a deal is genuinely permanent.
Lost reason is not captured yet. The record has the field but no screen collects or shows it. Put the reason in Notes until it is wired up.
Frequently asked questions
Should this be a lead or a contact? A lead is an enquiry you are still qualifying and holds the person and their company on one row. A contact is a person you have a real relationship with, and the company is a separate account record. Convert the lead when it is worth keeping.
Where did my lead go after I converted it? Converting creates a contact and finds or creates the company account. The lead record still exists, and the contact records which lead it came from.
My colleague can see a lead and I cannot. You have permission to view only your own leads. That scopes the list, the search, the export and the pipeline board.
The same person came in twice. Duplicate matching is exact by default, so a phone number formatted differently creates a second lead. Turn on smart matching under Duplicate Matching, and merge the two from the lead drawer.
A new enquiry attached itself to an old closed lead. That is exact matching finding the old record. Smart matching only ever merges into an open lead, so switching it on prevents it.
Why is my lead score wrong? The score is recalculated from your scoring rules every time a lead is created or edited, and cannot be set by hand. Change the rules under Lead Scoring.
My CSV import failed completely. Either the file is over 5 MB or 5,000 rows, or you are at your plan's lead cap, in which case the whole file is refused up front rather than partly imported.
Some CSV rows did not import. Invalid rows are skipped and listed with their line numbers. Check the summary in the import drawer.
My headers do not match your columns. Run AI column mapping and confirm the pairs. It is checked against the real column list, so it cannot invent a field.
I am over my lead limit. Am I losing enquiries? No. Web form, intake and webhook captures are deliberately let through and logged as overage. Only manual creates and imports are refused.
The priority filter is not doing anything. That is a known gap. Use the Priority column or a tag search instead.
Why does my forecast total look meaningless? The period probably mixes currencies. Amounts are never converted, so raw numbers in different currencies get added together. Read the currencies apart.
My deal is not in the forecast period I expected. A deal is filed by its expected close date. With no close date it falls under the period it was created in.
I set a probability and the stage default is being ignored. That is correct. A number typed on the deal always wins. Clear it to go back to the stage default. Blank means "use the stage default", not zero.
My deal is flagged as rotting but it is not due for months. Rot is about activity, not the close date. An open deal with no activity for 30 days is flagged. Log something on it.
I deleted a lead. Did I lose its deals? No. The link is severed and the deals survive, detached, including won ones.
I deleted a deal by mistake. There is no recycle bin for deals. Mark dead opportunities Lost instead.
Can I delete a pipeline stage that still has deals in it? Not outright. You are asked which stage the deals move to first, and they are moved before anything is removed.
What is the Unstaged column? Deals created before you had pipelines, or carrying a stage name matching none of yours. Drag them onto a real stage. Nothing can be dropped back in.
Someone asked to be removed from all messaging. Set their contact status to Do not contact. Direct email, campaigns, sequences, SMS and WhatsApp to them are all refused from that point, including from campaigns built earlier.
A customer asked what data we hold on them. Open the contact and use Export data, which produces everything held about that one person. Consent history is on the Compliance tab.
Why does Customer 360 show no invoices? The company has not been linked to them. Invoices need one link, once.
Which price was used on this quote line? The note on the line says: a tier inside a book, the book's price, or the base catalog price.
Can a customer change their mind after accepting a quote? No. The decision is one way and one shot from their side.
I moved a lead across the Pipeline board and the deal did not move. Correct. Pipeline stages and deal stages are two separate lists. Move the deal on the Deals board.
Something here not matching what you see on screen? The screen is right and the guide is what needs correcting. Tell us and we will fix it.
