Four subgroups, four different jobs that, in practice, form a single funnel: campaign (acquisition) → contact → lead → opportunity → sales invoice, followed by loyalty membership → points → tier → reward, with RFM segmentation that targets loyalty campaigns. The website is a fifth channel that sits within this same funnel.
A CRM contact is not the same as an accounting person. A contact is a marketing record (who may never make a purchase); a person is a detailed financial account. Lead-to-customer conversion is exactly where the two come together.
Customer Relationship Management
"Contacts"
Columns: # · selection checkbox · contact type · first name · last name · company name · email · phone number · lead temperature · score. The lead-temperature column (cold / warm / hot) and the score column form the basis for the sales team's prioritization: instead of a salesperson starting from the top of the list, they start with the hottest, highest-scoring contact.
"Leads"
The default view is a Kanban board; the view-toggle button at the top of the page switches between Kanban and table. Five columns make up the lead funnel:
| Stage | Color | Meaning |
|---|---|---|
| New | Blue | Just registered, not yet contacted |
| Contacted | Gray | First contact has been made |
| Qualified | Light green | Need and budget confirmed |
| Nurturing | Orange | Not ready yet, being nurtured |
| Converted | Green | Converted to an opportunity or customer |
Each card is moved between columns by dragging. The "Nurturing" stage is for a lead that is not buying right now but should not be lost; loyalty and marketing campaigns typically target exactly this bucket.
"Opportunities"
Again a Kanban board with the option to switch to a table view. The key difference from leads: each stage carries a win probability.
| Stage | Win probability |
|---|---|
| Initial assessment | 10% |
| Needs analysis | 25% |
| Proposal | 50% |
| Negotiation | 75% |
| Won | 100% |
These percentages are exactly what makes rolling sales forecasting possible: the sum of (opportunity value × stage probability) yields a reliable figure for cash-flow planning — a report that is useful to both the sales manager and the finance manager.
Activities, communication log, sales targets, and territories
- Activities — the sales team's task log: calls, meetings, emails, follow-ups. Columns: subject · activity type · contact · status · due date. The due-date column effectively turns this page into the salesperson's to-do list.
- Communication log — a history of recorded interactions with contacts and customers; it complements "Activities" by taking a reporting view rather than an operational one.
- Sales targets — four indicator cards (total target, total achieved, overall percentage, number of targets) and two buttons, "Create sales target" and "Sales targets dashboard." A target is assigned to an owner (salesperson, team, or territory) and a period, and its achievement is calculated automatically from sales invoices.
- Territories — geographic or thematic segmentation with a salesperson assigned to each territory. This is the basis for automatic lead assignment and for regional performance reporting.
Campaigns
Columns: # · selection checkbox · name · campaign type · marketing strategy · campaign objective · primary channel · target temperature · status · budget. Five descriptive columns fully define the campaign model:
| Column | Role |
|---|---|
| Campaign type | Acquisition, retention, win-back, product launch |
| Marketing strategy | The campaign's overall approach |
| Campaign objective | Expected outcome (number of leads, sales, awareness) |
| Primary channel | SMS, email, social media, in-person |
| Target temperature | Which lead category the campaign targets (cold / warm / hot) |
The budget column enables calculating the campaign's return on investment when set alongside sales performance.
The dedicated "Manage campaign status" and "View marketing statistics" permissions are defined separately from ordinary access rights — meaning a marketing specialist can be allowed to create campaigns without being allowed to activate or stop them.
Loyalty
Nine pages that together form a complete customer loyalty club. The shared header across all pages reads: "Integrated management of memberships, points, rewards, campaigns, and customer segmentation analysis."
- Memberships — each customer's club membership record: current points, lifetime points, current tier, and membership date.
- Rewards and Reward redemptions — a catalog of items obtainable with points, and a list of completed redemptions along with their delivery status.
- Challenges and Badges — the club's gamification layer: a challenge ("three purchases in one month") and a badge (a displayable achievement).
- Referrals — the customer-referral program, tracking who referred whom and what reward was earned.
"Loyalty tiers"
| Column | Meaning |
|---|---|
| Tier | Rank chip — Bronze, Silver, Gold, Diamond |
| Minimum lifetime points | The threshold for entering this tier, based on cumulative points, not current points |
| Multiplier | The points-earning multiplier; a member in a higher tier earns more points per purchase |
| Color | The tier's display color on the membership card |
Separating lifetime points from current points is key: current points decrease when a reward is redeemed, but lifetime points do not decrease; so a customer does not lose their tier by spending their points.
"RFM segmentation"
Recency-Frequency-Monetary analysis: categorizing customers based on how recent their last purchase was, how often they purchase, and their monetary value. Two action buttons: "Recalculate all" (recalculates for the entire membership base) and "Recalculate member" (for a single person).
Just like the monthly accrual of leave in Human Resources, RFM segmentation also requires manual recalculation. Put running "Recalculate all" on the monthly checklist so the segmentation always stays up to date.
"Loyalty campaigns" are campaigns specifically for club members — separate from the acquisition campaigns in the "Campaigns" subgroup. They typically build on the output of RFM segmentation (for example, "high-value customers who haven't purchased in 90 days").
Website
"Order list" columns: # · selection checkbox · customer · status · order code · payment status · order status · number of items · quantity · price · actions. Three separate status columns make it possible to distinguish a paid-but-unshipped order from a shipped-but-unpaid order.
"Review list" manages customer reviews on goods; this page has its own dedicated permission scope. "Discount list" and "New discount" manage store discount codes and pricing campaigns, under the dedicated "Discount" permission scope.
In the menu, both the list page and the discount-creation page appear as two separate items — this is the only place in the system where "create" has its own standalone menu item; the reason is how frequently creating discounts comes up in the store's day-to-day work.
"Website settings"
| Section | Content |
|---|---|
| General settings | Contact information, address, logo |
| Store settings | Enabling and configuring the store (default section) |
| Corporate site settings | Corporate presentation site mode |
| Banner settings · Announcements | Homepage banners and display messages for visitors |
| Domain management | Connecting a custom domain |
The "Store settings" section: a toggle to enable store mode (disabled by default), the store's default warehouse, the website's default currency, the category for new users, and store features as checkboxes: free shipping · fast/express shipping · cash on delivery. System guidance: "If corporate site mode is enabled, the site's homepage will be displayed as the corporate site."
The store's default warehouse is the most important setting on this page: it determines which warehouse online orders are deducted from. In multi-warehouse businesses, getting this setting wrong means the online store draws down the wrong inventory.
Permissions for this module
Scopes: contacts · leads (including opportunities and activities) · campaigns · discount · store orders · goods reviews · settings. Dedicated permissions: Convert CRM lead (converting a lead to an opportunity or customer, separate from editing), Manage campaign status (activate, stop, end), View marketing statistics.
Separating "lead conversion" from editing is deliberate: converting a lead is a business event that is recorded in the salesperson's performance report, so not everyone who has access to a lead should be able to convert it.
Sample workflows
From campaign to invoice
Create a campaign with a type, channel, budget, and target temperature → resulting leads enter at the "New" stage → drag the card to "Contacted" and "Qualified" → convert the lead to an opportunity → advance the opportunity to "Negotiation" → issue a sales invoice → achievement in sales targets updates automatically.
Setting up a customer loyalty club
Loyalty tiers (minimum lifetime points and multiplier) → reward catalog → challenges and badges → customer memberships → "Recalculate all" in RFM → targeted loyalty campaign.
Setting up the online store
Website settings → enable store mode → default warehouse and currency → shipping and payment features → connect domain → banners and announcements → prepare goods with a display title and category logo → opening discount codes → track orders and reviews.
Rolling sales forecast
Opportunities → table view → calculate value × stage probability for each opportunity → compare the sum against the target amount in "Sales targets" → hand the gap to the sales team as a tracking goal.
Frequently asked questions
I can't find "Pro forma invoices" in the CRM menu.
Pro forma invoices are managed via Sales & Purchasing → Sales pro forma invoices.
What's the difference between a CRM contact and a person in the Contacts module?
A contact is a marketing record and may never make a purchase; a person is a detailed financial account.
What's the difference between a lead and an opportunity?
A lead is a potential contact; an opportunity is a specific deal with a value and a win probability.
How do I switch the Kanban view to a table?
Use the view-toggle button in the top corner of the "Leads" and "Opportunities" pages.
I can't convert a lead.
You don't have the dedicated "Convert CRM lead" permission.
RFM segmentation is empty.
You need to run "Recalculate all" once; it is not calculated automatically.
The customer spent their points — did their tier drop?
No. Tier is based on lifetime points, which do not decrease with redemption.
An online order was deducted from the wrong warehouse.
Check "Store default warehouse" in the website settings.
What's the difference between "Campaigns" and "Loyalty campaigns"?
The former is for acquiring new contacts; the latter is for existing club members.