CRM · Reference

End-to-end workflows

How work moves through CRM from start to finish, who does each step and what the system does in response.

On this page (9)

Lead to won order: capture, qualify, quote, close Lost, reasons and reopen Import, duplicate review and assignment Activities, reminders, escalation and follow-up Qualification criteria and lead scoring set-up Campaign response to consent-checked contact Forecast submission, adjustment and quota Email, calendar and telephony connectors Merge duplicate records and archive

Lead to won order: capture, qualify, quote, close

Who: Sales representative (owner), Sales manager, Administrator, Sales team

#	What the person does	What the system does
1	Rep: CRM > Leads > New lead 'Villa fit-out' with contact, email, source, country UAE, city Dubai. Save.	Lead CRM-00000n created in the first stage, territory Dubai, score from default rules (e.g. 25 with e-mail + phone + need), duplicate candidates raised if any match.
2	Rep: Criteria & score tab: answer every required criterion; Qualification tab: fill Need and Expected close; press Qualify.	Lead becomes an Opportunity in the first qualification stage with that stage's probability; stage history shows 'qualified'.
3	Admin: Link / create customer > create a new customer (no matching contact) or link an existing one.	Customer appears on the form; a lead-to-customer match never creates a second party.
4	Rep: Products tab: add 4 x Product A at 1,250 (cost 800) and 2 x Product B at 3,000 (cost 2,000).	Expected value 11,000.00, cost 7,200.00, margin 3,800.00 (34.55%).
5	Admin (or the owner by API): Create quotation from products.	Draft Sales quotation priced from the Sales price list; shown on Quotations tab; deal version +1.
6	Sales user: confirm the quotation in Sales.	CRM Quotations tab shows 'Sales order' with delivery / billing state; no revenue posted by CRM.
7	Rep: Mark won with reason 'Contract signed'.	Status Won, probability 100, episode closed with final amount 11,000.00 (value is the product total at the moment of closing); analytics and dashboard win rate include it; no invoice is created.
8	Manager: CRM > Reporting > CRM analytics and Pipeline by stage.	Won counted once; the pipeline report no longer lists it as open.

Lost, reasons and reopen

Who: Representative, Team manager

#	What the person does	What the system does
1	Rep: open an opportunity (30,000 AED, 60%) > Mark lost, no reason chosen.	'Choose why it was lost.'
2	Rep: choose 'No budget' (note required) without a note, then add the note.	First 'This reason needs a note.'; then Lost, probability 0, closure probability 60 remembered.
3	Manager: Loss analysis report and CRM analytics > Why deals were lost.	Deal counted under the reason; win rate denominator includes it (lost counts, disqualified does not).
4	Rep: try Reopen.	'Only a team manager can reopen a closed record.'
5	Manager: Reopen with reason 'Customer came back'.	Status Open, probability back to 60, episode 2 opened with the reason; episode 1 stays lost with its reason.
6	Manager: add customer if missing and Mark won.	Episode 2 closed as won; analytics count one lost episode and one won episode for the same deal (counted once per closed episode).

Import, duplicate review and assignment

Who: Sales manager, Representatives of team North

#	What the person does	What the system does
1	Admin: Configuration > Assignment rules: rule NORTH round robin, team North, capacity 2, priority 10.	Rule saved and active.
2	Manager: Import leads with default source 'Expo 2026' and a file of 5 rows (3 good, 1 repeated external id, 1 without name).	Created 3, Duplicates 1, Rejected 1 with per-row reasons; the 3 leads are placed on North reps in turn (or queued when everyone is at capacity).
3	Manager: Duplicate review: one lead shares an e-mail with a customer. Press Link to customer.	Lead linked to the customer, other customer candidates dismissed; no new customer.
4	Manager: Assignment queue: after a rep finishes work or capacity rises, press Run assignment rules.	Message 'N placed, M still waiting.'; queued leads leave the queue.
5	Manager: open one lead > Ownership > reassign to another rep with a reason.	Assignment history gets a manual row; the new owner sees the lead, the old owner no longer can change it.

Activities, reminders, escalation and follow-up

Who: Representative, Team manager (leader), Administrator

#	What the person does	What the system does
1	Admin: Activity types: 'Call' with reminder 30 min, escalate 24 h, outcome required with codes INTERESTED, NOT_NOW.	Type saved.
2	Rep: Schedule activity on a deal, Type Call, 2026-10-05 14:30 Asia/Dubai.	Due 10:30 UTC; reminder 10:00 UTC; escalation 10:30 UTC next day; appears in My agenda.
3	System: the activity sweep runs after 10:00 UTC.	Activity marked reminded; 'activity.reminder' event on the deal; Agenda shows 'Reminded'.
4	Manager: the activity is still open after 24 hours; sweep runs again.	Marked escalated to the team leader/manager, who sees it under 'Escalated to me'.
5	Rep: mark done without outcome, then with INTERESTED and a follow-up 'Send contract' due 2026-10-10 10:00.	First refusal 'Choose the outcome of this activity.'; then done, and the follow-up is created and linked.
6	Rep: open My agenda.	Done activity gone, follow-up listed in order of due time.

Qualification criteria and lead scoring set-up

Who: Administrator, Sales manager, Representative

#	What the person does	What the system does
1	Admin: Configuration > Qualification criteria: add 'Site visited' (yes/no, required).	Criterion v1 active for every pipeline.
2	Admin: Lead scoring: add a rule {field: qualification.SITE, op: eq, value: true, points 15} to the policy and save.	Policy version 2.
3	Manager: re-score all open deals (API POST scoring/rescore - no button).	Count of re-scored deals returned; each deal explanation shows the new rule and policy 'DEFAULT v2'.
4	Rep: open a lead; try Qualify.	'Answer the qualification criteria first: Site visited.'
5	Rep: tick Site visited > Save answers, then Qualify.	Score rises by 15; qualification succeeds; criterion version shown on the tab.

Who: Marketing feed, Sales representative, Marketing consent register

#	What the person does	What the system does
1	Feed: post 3 responses to campaign GITEX (one repeated source id).	Added counted once per source id; repeated counted, not duplicated.
2	Rep: CRM > Leads > Campaign responses > Hand off to sales on a response.	Linked to the open lead with the same e-mail, or a new lead attributed to the campaign is captured.
3	Rep: on the lead, schedule an e-mail activity of a type with consent purpose 'newsletter'.	Refused: may not be contacted by email for newsletter (nothing recorded).
4	Rep: Timeline & consent > record Opted in with evidence 'Signed form'.	Consent row written to the Marketing register with source CRM + number.
5	Rep: schedule the same e-mail activity again.	Allowed. If the person later opts out, the next attempt is refused again.

Forecast submission, adjustment and quota

Who: Representative, Team manager, Administrator, second approver

#	What the person does	What the system does
1	Admin (user X): Configuration > Quotas: Q4-NORTH, 2026-Q4, owner rep A, 500,000 AED.	Quota saved as draft; not listed in Forecast yet.
2	Second approver Y (crm.configure): approve the quota (API; no button).	State approved; X cannot approve own quota ('Somebody other than the person who set the quota approves it.').
3	Rep A: Reporting > Forecast, period 2026-Q4: Submit my forecast with commit 300,000.	v1 locked with the deals, probabilities and exchange rate 1.
4	Manager M: open A's submission > Adjustment -50,000 'Two deals at risk'.	Submitted 300,000.00, adjustment -50,000.00, total 250,000.00; A cannot adjust own.
5	Rep A: close deals won worth 125,000 in the quarter; re-submit.	v2 current, v1 superseded; Quotas panel: Won 125,000.00, Attainment 25%.

Email, calendar and telephony connectors

Who: Administrator, Sales representative, external source system

#	What the person does	What the system does
1	Admin: Connectors > authorise MAIL (E-mail) and copy the key.	Key shown once; connector On.
2	Source system: POST hook with event_id e1, participants of an open deal.	'logged'; completed activity on the deal; visible on Communication tab and Timeline.
3	Source system: POST the same event again.	'duplicate'; nothing new.
4	Source system: POST an event from an unknown address.	'unmatched'; listed under Communications > Not matched.
5	Rep: link it to CRM-000012.	Completed activity created on that record; event leaves Not matched.
6	Admin: New key, then post with the old key.	401 'Unknown or switched-off connector.'; new key works.

Merge duplicate records and archive

Who: Sales manager (owner of both records)

#	What the person does	What the system does
1	Manager: open the older record CRM-1 > Timeline & consent > merge CRM-2.	Comparison lists only fields that differ.
2	Manager: choose Keep the other's phone; add reason; Merge.	CRM-1 has the phone; activities, products, competitors, roles, quotations, responses move; CRM-2 status Merged, archived, pointing at CRM-1.
3	Manager: try Delete on CRM-2.	Refused - it took part in a merge: archive instead.
4	Manager: Timeline of CRM-1.	Both 'merged' events and lineage appear; nothing was deleted.
5	Second user merges with a stale copy of CRM-1.	409 'changed since you opened it. Reload both and merge again.'

Updated 3 October 2026