Pipeline to Revenue

Define stages that represent the work your team actually does — not generic CRM defaults. Each stage should have clear entry criteria, owner, and expected next action so reporting reflects reality.

• - Map stages to real workflows
• - Define entry and exit criteria
• - Assign owners per stage
• - Avoid too many unused stages

Every inbound touch — form, call, chat, or import — creates or merges into a Lead with source tags, UTM data, and marketingCapture JSON so attribution survives the full lifecycle.

• - findOrCreateLead with dedupe
• - UTM and source preservation
• - AI qualification fields
• - Lead scoring thresholds

When a lead hits a stage milestone, trigger the right nurture, human task, or notification. Hybrid teams let AI handle early stages and alert reps when score or intent crosses your threshold.

• - Stage-change triggers
• - Hybrid AI + human handoff
• - Human task assignments
• - Slack or SMS hot-lead alerts

Lead Sets group audiences by market, product, compliance status, or behavior. Use them for campaign enrollment, routing rules, and segmented reporting without maintaining duplicate lists.

• - Dynamic and static sets
• - Market-specific routing
• - Compliance exclusions
• - Campaign enrollment source

Shared metric definitions — stage duration, conversion rate, and source attribution — build trust. Export-friendly views feed finance, agency QBRs, and weekly ops reviews.

• - Stage duration and velocity
• - Source-to-close attribution
• - Rep and team rollups
• - Export for QBRs