How CRM & Sales Works
Understand the CRM data model — companies, contacts, deals, and how the CRM connects to every other module in the platform.
What the CRM does
The CRM is the master record of everyone your business serves. Every company you work with and every contact you communicate with lives here. Critically, the CRM is the anchor that links all other modules: tickets belong to CRM companies, invoices are billed to CRM companies, devices are associated with CRM companies, proposals go to CRM contacts.
The core data model
Company — An organisation you have a business relationship with. Fields include address, industry, contract tier, SLA tier, and custom fields. One company can have many contacts, tickets, devices, invoices, and contracts.
Contact — An individual at a company. A contact can be the requester on a ticket, the recipient of a proposal, or a portal user. Contacts are linked to one or more companies.
Deal — A sales opportunity linked to a company. Deals move through a customisable pipeline (stages like Qualified → Proposal Sent → Negotiation → Won/Lost). When a deal is won, it can trigger a contract and onboarding workflow.
Activity — A log of every interaction: calls, emails, meetings, notes. Activities appear in the company timeline and give a full history of your relationship.
Campaign — Group contacts into targeted lists for email marketing or outreach. Campaigns track who was contacted and when.
The sales pipeline
Lead → Deal created → Stages (custom) → Won → Proposal → Contract → Onboarding
- A lead arrives (manually added, or captured from a web form).
- A Deal is created and placed in the pipeline stage that matches where you are in the sales conversation.
- You move the deal through stages as you qualify, propose, and negotiate.
- When won, you create a Proposal (or convert the deal to a contract directly).
- The accepted proposal triggers a Customer Success onboarding checklist.
How the CRM connects to everything else
Tickets: Every ticket belongs to a CRM contact and company. The company record shows a full ticket history. Agents can click through from a ticket to the company's CRM page to see account health, open deals, and recent activity.
Billing: Invoices are addressed to CRM companies. The billing module looks up the company's address, payment terms, and preferred payment method from the CRM.
Contracts: Service agreements, maintenance contracts, and retainers are created under a CRM company and tracked in the Contracts module.
Devices: Monitored devices can be associated with a CRM company so you know which client owns which device.
Proposals: Proposals are built and sent from the CRM. Clients accept online via a unique link; accepted proposals update the deal status and optionally create a contract.
Documents: The Documents hub is per-company. Files uploaded against a company are visible only to that company on the portal.
Credentials: The Credentials Vault stores client passwords, API keys, and logins per company — accessible from the company record.
Customer Success: Health scores, NPS survey results, and onboarding checklists are all associated with the CRM company.
Field Service: Work orders are linked to a CRM company so job history is visible on the account.
Company Intelligence
The CRM includes an AI-powered Company Intelligence feature that can enrich company records with additional context. This uses the company's name and domain to pull publicly available information — industry classification, size indicators, and context notes — which helps with sales conversations and support prioritisation.
Where to go next
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