CRM Module (Customer Relationship Management)
Manage the entire sales lifecycle from lead to opportunity with automated pipeline and revenue tracking.
CRM module helps businesses manage the entire sales process: collect leads, convert to opportunities, track pipeline, and mark Won/Lost results.
Supports automatic lead assignment, expected and recurring revenue tracking, duplicate record merging, and detailed analytics reports.
Key Features
Key points
• Manage Leads (potential customers) and Opportunities (sales opportunities).
• Convert leads to opportunities with automated workflow.
• Manage pipeline by stages with intuitive Kanban interface.
• Mark Won/Lost with detailed reasons for analysis.
• Automatic and manual lead assignment by team and salesperson.
• Track expected revenue, win probability, and recurring revenue.
• Merge duplicate records to avoid data confusion.
• Reports and analytics for pipeline, win/loss rate, forecast.
Core Terminology
| Fields | Description |
|---|---|
| Lead | Potential customer with unclear needs. |
| Opportunity | Identified sales opportunity tracked in pipeline. |
| Pipeline | Sales process through stages from new to closed. |
| Stage | Current stage of opportunity in pipeline (New, Qualified, Proposition, Won). |
| Salesperson | Person responsible for handling lead/opportunity. |
| Sales Team | Sales team responsible for lead/opportunity. |
| Expected Revenue | Opportunity value if closed successfully. |
| Recurring Revenue | Recurring revenue for subscription/long-term contracts. |
| Probability | Probability of closing deal successfully (%). |
| Lost Reason | Reason opportunity was not closed for analysis. |
| Won | Status of successfully closed opportunity. |
| Lost | Status of opportunity that was not closed. |
Interface and Main Menu
Access the application from the app bar and select CRM. Main menu includes Leads (lead list), Opportunities (opportunity list), Pipeline (Kanban by stage), Reporting (analytics reports), and Configuration (system configuration).
Key points
• Kanban: by stage columns (New, Qualified, Proposition, Won).
• List: table view for filtering and batch operations.
• Calendar/Activity: track appointments and activities.
• Pivot/Graph: analyze revenue, opportunity count, win rate.
Creating and Managing Leads
Key points
• Inactive leads can be Archived and Restored/Unarchived when needed.
• Update priority level, team, salesperson when changes occur.
Steps
1. Go to CRM → Leads and click New.
2. Fill main information: Contact/Customer (contact person or company), Email/Phone (contact information).
3. Select Salesperson (person in charge) and Sales Team (handling department).
4. Add Tags to categorize lead.
5. Note conversation content in chatter/activity section.
6. Schedule calls/meetings to avoid missing opportunities.
Converting Leads to Opportunities
When lead has clear identified needs, convert to opportunity to track in pipeline.
Key points
• Batch conversion: tick multiple leads in list and select conversion action.
• Choose salesperson/team assignment method for batch conversion.
Steps
1. Open lead and click Convert to Opportunity.
2. Choose customer option: create new customer or link existing customer.
3. Confirm person in charge and department.
4. Click Apply to complete conversion.
Managing Pipeline and Stages
Pipeline helps track opportunities through stages from new to closed. Move opportunities by drag-and-drop in Kanban or select Stage in form.
Key points
• Create activities: calls, emails, meetings with clear deadlines.
• Use "My Activities / Overdue" filter for timely handling.
Important Fields
| Field | Purpose |
|---|---|
| Stage | Current stage of opportunity |
| Probability | Win probability |
| Expected Revenue | Expected revenue |
| Recurring Revenue | Recurring revenue if subscription |
| Salesperson | Person responsible for closing deal |
| Expected Closing | Expected closing date |
Marking Won/Lost with Reasons
Key points
• Always select correct lost reason for accurate reporting and sales process improvement.
• Analyze lost reasons to address bottlenecks in process.
Steps
1. Open opportunity to mark result.
2. Click Mark Won if closed successfully, system changes to won status.
3. Click Mark Lost if not closed.
4. Select Lost Reason from standardized list and add detailed notes if needed.
5. Confirm to complete.
Merging Duplicate Records
CRM can detect duplicates by email, phone, or partner. Merging helps avoid data confusion and lost context.
Key points
• Only merge when certain of same customer/opportunity to avoid losing context.
Steps
1. Select suspected duplicate leads/opportunities.
2. Run Merge action.
3. Check target record after merge: contact information, activities/chatter, revenue and stage.
4. Confirm merge.
Lead Assignment (Manual and Automatic)
CRM supports manual and automatic lead assignment based on team, members, quotas, and rule/domain.
Key points
• Avoid unassigned status too long to not miss opportunities.
Steps
1. Manual assignment: open lead, select Salesperson and Sales Team, save.
2. Automatic assignment: configure team and team members with daily/monthly assignment quotas.
3. Set up rule/domain (data conditions) to assign by criteria.
4. Run Assign Leads manually or on automatic schedule (cron).
Expected Revenue and Recurring Revenue Tracking
Expected Revenue is opportunity value if closed successfully. Prorated Revenue is revenue adjusted by probability. Recurring Revenue is for subscriptions with MRR/ARR calculated by package cycle.
Key points
• Prioritize high-value and high-probability deals.
• Track variance between forecast and actual results.
• Use Recurring Revenue to manage subscriptions and long-term contracts.
CRM Configuration
CRM system configuration includes stages, sales teams, and lost reasons to standardize process.
Steps
1. Stages: go to Configuration → Stages to create/edit pipeline stages, arrange order, mark Won stage.
2. Sales Teams: go to Configuration → Sales Teams to create sales departments, add members, set up lead assignment rules.
3. Lost Reasons: go to Configuration → Lost Reasons to create standardized lost reason list, use consistently across team.
Reports and Analytics
Key points
• Compare by salesperson and team to balance resources.
• Track lost reasons to address process bottlenecks.
• Check conversion rate from lead → opportunity → won.
Common Reports
| Report | Meaning |
|---|---|
| Pipeline Analysis | Opportunity count and value by stage |
| Win/Loss Analysis | Win/loss rate by salesperson/team |
| Activity Report | Customer care activity volume |
| Forecast | Revenue forecast by time |
Best Practices
Key points
• Standardize input data: always have email/phone to reduce duplicates.
• Do not leave leads "orphaned": avoid unassigned status too long.
• Always have next activity: each opportunity needs clear next step.
• Update stage timely: accurate pipeline helps accurate forecasting.
• Record lost reasons fully: improve sales strategy with data.
• Regularly review pipeline: weekly to handle opportunities "stuck" too long.
User Groups and Permissions
Access Control
| Group | Main Role |
|---|---|
| Sales User | Create/update leads, handle own opportunities. |
| Sales Team Leader | Track team pipeline, assign leads, handle duplicates. |
| Sales Manager | Configure CRM system, manage all data and reports. |