CRM Module Overview

The Customer Relationship Management (CRM) module is the heart of your sales operations, providing comprehensive tools to manage leads, track opportunities, and nurture customer relationships throughout the entire sales lifecycle.

Key Features

🎯 Lead Management

• Comprehensive lead tracking and scoring
• Automated lead assignment and routing
• Lead source tracking and analytics
• Conversion tracking and reporting

💼 Opportunity Management

• Sales pipeline visualization
• Deal tracking and forecasting
• Stage-based workflow management
• Win/loss analysis

📧 Email Integration

• Automatic email synchronization
• Lead parsing from emails
• Email campaign management
• Template-based communications

📊 Sales Analytics

• Real-time dashboard metrics
• Pipeline reporting and forecasting
• Performance tracking by user/team
• Conversion rate analysis

Module Navigation

Access CRM features through the main navigation:

👥 CRM
├── 📊 Dashboard        # Overview and analytics
├── 🎯 Leads           # Lead management
├── 💼 Opportunities    # Deal pipeline
├── 📧 Email Accounts   # Email integration
└── 🏗️ Pipeline View    # Kanban-style pipeline

Getting Started with CRM

1. CRM Dashboard

Start with the CRM Dashboard to get an overview of your sales performance:

• Key metrics and KPIs
• Pipeline value and forecasts
• Recent activities
• Performance trends

2. Lead Management

Learn how to effectively manage leads with our Lead Management Guide:

• Creating and importing leads
• Lead scoring and qualification
• Assignment and routing
• Conversion to opportunities

3. Opportunity Tracking

Master your sales pipeline with Opportunity Management:

• Creating opportunities from leads
• Managing sales stages
• Tracking deal probability
• Forecasting revenue

4. Email Integration

Streamline communications with Email Integration:

• Setting up email accounts
• Automated lead parsing
• Email templates
• Campaign management

Workflow Overview

Typical CRM Process Flow

graph TD
    A[New Lead] --> B{Qualified?}
    B -->|Yes| C[Create Opportunity]
    B -->|No| D[Nurture/Follow-up]
    C --> E[Move Through Pipeline]
    E --> F{Won?}
    F -->|Yes| G[Convert to Customer]
    F -->|No| H[Mark as Lost]
    D --> I{Re-qualified?}
    I -->|Yes| C
    I -->|No| J[Archive Lead]

Lead Lifecycle

1. Lead Generation

   • Website forms, email imports, manual entry
   • Automatic lead scoring based on criteria
   • Source tracking and attribution

2. Lead Qualification

   • BANT criteria evaluation (Budget, Authority, Need, Timeline)
   • Lead scoring and grading
   • Assignment to sales representatives

3. Opportunity Creation

   • Convert qualified leads to opportunities
   • Set deal value and probability
   • Assign to sales pipeline stages

4. Pipeline Management

   • Track opportunities through sales stages
   • Update probabilities and close dates
   • Manage activities and communications

5. Deal Closure

   • Win/loss recording with reasons
   • Customer conversion and handoff
   • Post-sale follow-up scheduling

User Roles and Permissions

Sales Manager

• Full CRM access and management
• Team performance monitoring
• Lead assignment and redistribution
• Pipeline forecasting and reporting

Sales Representative

• Own leads and opportunities
• Customer communication and follow-up
• Activity logging and updates
• Personal performance tracking

Marketing User

• Lead import and campaign management
• Source tracking and attribution
• Lead scoring configuration
• Campaign performance analysis

CRM Administrator

• System configuration and setup
• User management and permissions
• Integration settings
• Data import/export

Key Performance Indicators (KPIs)

Track these essential metrics in your CRM:

Lead Metrics

• Lead volume by source
• Lead conversion rate
• Average time to conversion
• Lead quality score

Opportunity Metrics

• Pipeline value and velocity
• Win rate by stage
• Average deal size
• Sales cycle length

Activity Metrics

• Calls and emails per rep
• Meeting-to-opportunity ratio
• Follow-up response time
• Activity completion rate

Revenue Metrics

• Monthly/quarterly revenue
• Revenue per sales rep
• Revenue by product/service
• Forecast accuracy

Best Practices

🎯 Lead Management Best Practices

Lead Quality

• Implement lead scoring to prioritize high-value prospects
• Set up automated lead routing based on territory or expertise
• Regularly clean and update lead data
• Track lead sources to optimize marketing spend

💼 Opportunity Management Best Practices

Pipeline Health

• Keep opportunities updated with current information
• Set realistic close dates and probabilities
• Review and update pipeline stages regularly
• Conduct regular pipeline reviews with team

📧 Communication Best Practices

Engagement

• Log all customer interactions and communications
• Use email templates for consistent messaging
• Set up automated follow-up reminders
• Track email engagement and response rates

Integration Points

The CRM module integrates seamlessly with other system modules:

Sales Module Integration

• Convert opportunities to sales orders
• Customer data synchronization
• Quote and proposal generation
• Order tracking and fulfillment

Email System Integration

• Automatic email parsing and lead creation
• Email template management
• Campaign tracking and analytics
• Communication history logging

Reporting Integration

• Cross-module analytics and reporting
• Revenue recognition and forecasting
• Customer lifetime value analysis
• Marketing attribution reporting

Quick Actions

Common Daily Tasks

Action	Navigation Path	Description
Add New Lead	CRM → Leads → Add Lead	Create a new lead record
Review Pipeline	CRM → Pipeline View	Visual pipeline management
Check Dashboard	CRM → Dashboard	Review key metrics
Update Opportunity	CRM → Opportunities → Edit	Modify deal information
Send Email	Any record → Email	Send communication

Bulk Operations

• Import Leads: CRM → Leads → Import
• Export Data: Select records → Export
• Bulk Assignment: Select leads → Assign
• Mass Update: Select records → Update

Getting Help

Need assistance with CRM features?

• Lead Management Guide - Detailed lead handling
• Opportunity Guide - Pipeline management
• Email Setup Guide - Integration configuration
• CRM FAQ - Common questions and answers

Ready to master your CRM? Start with the Dashboard Overview or jump into Lead Management!

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Next: CRM Dashboard →