CRM — Customer Relationship Management

CRM Module

The CRM module provides comprehensive customer relationship management capabilities for tracking leads, managing the sales pipeline, scheduling activities, running campaigns, and generating sales analytics. It can be enabled or disabled per company in Company Setup → Optional Modules → CRM.

Key Concepts

Lead — An initial contact or prospect that may become a customer. Leads have a status lifecycle: New → Contacted → Qualified → Converted.
Opportunity — A qualified lead that has been promoted into the sales pipeline. Opportunities are tracked through configurable pipeline stages with probability percentages and expected revenue.
Activity — A scheduled action (call, email, meeting, to-do) linked to a lead or customer. Activities support chaining — completing one activity can automatically suggest or create the next.
Campaign — A marketing initiative that tracks enrolled leads and measures conversion rates and ROI.
Contract — A formal agreement with a customer, tracked with start/end dates and renewal alerts.
Appointment — A scheduled meeting with a lead or customer, including duration, location, and video link.

The CRM uses a unified lead/opportunity model — leads and opportunities live in the same table, distinguished by an is_opportunity flag. This allows seamless conversion from lead → opportunity → customer.

Module Menu Structure

Transactions

New Lead — Create a new lead
New Opportunity — Create a new opportunity
Schedule Activity — Schedule a CRM activity
Convert Lead — Convert lead to opportunity or customer
New Campaign — Create a marketing campaign
New Contract — Create a customer contract
New Appointment — Schedule an appointment
Bulk Operations — Batch assign, tag, or update leads

Inquiries and Reports

Pipeline View — Visual Kanban-style pipeline board
Lead Inquiry — Search and filter all leads/opportunities
Activity Inquiry — View and manage scheduled activities
Campaign Inquiry — Campaign performance dashboard
Pipeline Analysis — Pipeline value, conversion funnel, and velocity metrics
Win/Loss Report — Won vs lost deals by source, reason, and trend
Expected Revenue — Revenue forecast by month, team, and salesperson
Forecast Report — 3-month forecast with best case, weighted, and conservative scenarios
Lead Source Report — Lead quality and conversion by source
Team Performance — Team and individual salesperson metrics

Maintenance

Manage Leads — Full lead/opportunity list with filtering
Manage Opportunities — Pipeline view with revenue totals
Manage Campaigns — Campaign lifecycle management
Manage Contracts — Contract list with expiry monitoring
Manage Appointments — Appointment list and scheduling
Sales Teams — Team setup and member management
Lead Sources — Configure lead origin categories
Pipeline Stages — Configure opportunity stages and probabilities
Lost Reasons — Configure why deals are lost
Activity Types — Configure activity categories with chaining
Activity Plans — Pre-configured activity sequences
Appointment Types — Configure appointment presets
Email Templates — Reusable email templates for campaigns
Tags — Color-coded tags for lead categorization
CRM Settings — Global module configuration

Typical Sales Workflow

Create a Lead (manually or from a marketing campaign)
Assign lead to a Sales Team and salesperson
Log Activities (calls, emails, meetings) and Communications
Qualify the lead — promote to Opportunity when ready
Track the opportunity through Pipeline Stages (New → Qualification → Proposal → Negotiation)
Mark as Won → automatically convert to a Customer in the accounting system
Or Mark as Lost with a reason for analytics

Integration with Other Modules

Customers — Converting a lead/opportunity to a customer creates a Debtor Master record, branch, and optionally a contact person
Communication History — When a lead converts, all communication logs can be carried forward to the new customer record
Dashboard — CRM widgets show active leads, opportunities, pipeline value, and won deals on the main dashboard

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