CRM (Customer Relationship Management)

The CRM module is your sales command center. Track relationships, manage your pipeline, and close deals — all powered by AI insights that help you focus on the right opportunities at the right time.

What the CRM Module Does

Workestra's CRM helps you:

• Manage contacts — Centralize all your people data with complete interaction history
• Track deals — Visual pipeline management from discovery to closed-won
• Organize companies — Group contacts by organization with relationship mapping
• Run campaigns — Execute marketing campaigns and track engagement
• Analyze performance — Sales metrics, forecasting, and AI-powered insights

How to Enable the CRM

1. Navigate to Settings > Modules
2. Find the CRM card
3. Toggle it On
4. The CRM appears in your sidebar

CRM Navigation

Once enabled, access the CRM via:

• Sidebar — Click the CRM icon
• Dashboard — Click the CRM module card
• Direct URL — /crm

CRM Sub-Pages

CRM Today Dashboard

The CRM home page (/crm) shows Your Sales Day — a daily overview designed for sales reps:

• Priority bar — Overdue follow-ups (red), Stale deals (yellow), Due today (blue), Meetings (green) — each with count
• Quick actions — Log Activity, Create Deal, Start Power Session
• Today's Activities — Overdue items, pending tasks, completed items
• Today's Deals — Active deals with pipeline value, stale deals at risk, new deals this week
• Overdue badge — The CRM sidebar "Today" item shows a red badge with overdue activity count

Core Concepts

Contacts

Individual people you do business with:

• Leads, prospects, customers, partners
• Complete interaction history
• Email, phone, social profiles
• AI-powered summaries and suggestions

→ Contacts Documentation

Companies

Organizations and their relationship data:

• Company profiles with employee counts
• Associated contacts
• Deal history and pipeline value
• Activity indicators

→ Companies Documentation

Deals

Sales opportunities tracked through your pipeline:

• Visual Kanban board
• Customizable stages
• Value, probability, expected close date
• Linked contacts and activities

→ Deals Documentation

Activities

Actions and touchpoints with contacts:

• Calls, emails, meetings, tasks
• Scheduled and completed
• Linked to contacts and deals
• Calendar integration

→ Activities Documentation

Campaigns

Marketing outreach and engagement tracking:

• Email campaigns
• Performance metrics (open rates, clicks)
• ROI analysis
• Contact segmentation

→ Campaigns Documentation

Deal Statuses and Stages

Deal Statuses

Every deal has a status indicating its overall state:

Default Pipeline Stages

Deals move through stages in your pipeline:

AI Features in CRM

Entity AI Panels

On every contact and deal page:

• AI Summary — Auto-generated overview of the relationship
• Suggested Actions — Next steps based on patterns
• Similar Records — Related contacts or deals
• Related Articles — Knowledge Base content

Proactive Insights

Dashboard alerts for:

• Revenue variance — Unusual changes in pipeline value
• Deal stagnation — Opportunities with no recent activity
• Pipeline bottlenecks — Too many deals stuck in one stage
• Win rate trends — Changes in close rates

Semantic Search

Find contacts and deals by meaning:

• "Decision makers in healthcare" → Finds relevant contacts
• "Deals at risk" → Surfaces stagnant opportunities
• "Recent wins" → Recently closed-won deals

Automation Features

Automation Rules

Create triggers for common workflows:

→ Automations Documentation

Power Session

Bulk engagement tool for high-volume outreach:

• Build a queue of contacts to call or email
• Power through with rapid actions
• Track completion and outcomes
• Voice integration for calling

→ Power Session Documentation

Analytics and Reporting

CRM Analytics

Comprehensive sales reporting:

• Pipeline Funnel — Stage-by-stage conversion
• Win/Loss Analysis — Why deals close or don't
• Revenue Trends — Sales over time
• Team Performance — Rep-by-rep metrics
• Forecasting — Predicted close amounts

→ Analytics Documentation

Key Metrics

Commissions Tracking

Track and manage sales rep commissions:

• Commission rules — Based on deal value, product, or custom logic
• Approval workflow — Pending → Approved → Paid
• Summary reports — Total pending, approved, paid by rep

→ Commissions Documentation

CRM Settings

Configure the CRM to match your process:

Pipeline Stages

• Add, edit, or remove stages
• Set colors for visual distinction
• Define stale thresholds
• Mark stages as won/lost

Custom Fields

• Define your own fields for contacts, deals, and companies
• 12 field types: text, number, date, select, multi-select, checkbox, URL, email, phone, currency, long text, rating
• Group fields into sections, control visibility, set validation rules
• Map webhook data to custom fields using the cf. prefix

→ Custom Fields Documentation

Price Books

• Create pricing catalogs
• Define regions and currencies
• Set default commission rates
• Manage product packages

Email Templates

• Create reusable email templates
• Use variables like {{contact_first_name}}
• Organize by campaign type
• Personalize at send time

→ CRM Settings Documentation

Getting Started with CRM

Quick Setup Checklist

• Enable CRM module in Settings
• Customize pipeline stages (optional)
• Import existing contacts (CSV or API)
• Add your first deal
• Configure email integration
• Set up automation rules

First Steps

1. Create a contact — Add your first prospect
2. Add a company — Link the contact to their organization
3. Create a deal — Start tracking an opportunity
4. Log an activity — Record a call or email
5. View the pipeline — See your deal in the Kanban view

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Next Steps

Explore CRM features in detail:

• Contacts — Manage people
• Companies — Organization records
• Deals — Sales pipeline
• Activities — Tasks and touchpoints
• Campaigns — Marketing outreach
• Custom Fields — Define your own data fields
• Analytics — Reports and insights