Quote & Proposal:

• Quote generation
• Product catalog integration
• Pricing rules (discounts, bundles)
• Quote approval workflows
• E-signature integration
• Quote-to-cash process

Key Metrics :

• Lead conversion rate: (SQLs / Total Leads) × 100
• Opportunity win rate: (Closed Won / Total Opportunities) × 100
• Average deal size: Total Revenue / Number of Deals
• Sales cycle length: Average days from opportunity creation to close
• Pipeline coverage: Pipeline Value / Quota

2. Marketing Module

Campaign Management :

• Campaign planning and execution
• Multi-channel campaigns (email, social, events, webinars)
• Campaign budgets and ROI tracking
• A/B testing
• Campaign performance analytics

Marketing Automation :

• Email marketing workflows
• Drip campaigns
• Trigger-based emails (behavior, time, score)
• Landing pages
• Forms and lead capture
• Progressive profiling

Lead Nurturing :

• Nurture streams
• Content mapping to buyer journey
• Lead scoring adjustments
• Engagement tracking
• Automated follow-ups

Segmentation :

• Demographic segmentation
• Behavioral segmentation
• Firmographic segmentation (B2B)
• Dynamic lists
• Static lists

Key Metrics :

• Email open rate: (Emails Opened / Emails Sent) × 100
• Click-through rate: (Clicks / Emails Sent) × 100
• Conversion rate: (Conversions / Visitors) × 100
• Cost per lead: Marketing Spend / Leads Generated
• Marketing ROI: (Revenue - Marketing Cost) / Marketing Cost × 100

3. Customer Service Module

Case Management :

• Case creation (email, phone, chat, portal)
• Case assignment and routing
• Case prioritization (severity, SLA)
• Case escalation rules
• Case resolution and closure
• Case history

Knowledge Base :

• Article creation and management
• Article categories and tags
• Search functionality
• Article ratings and feedback
• Internal vs. customer-facing articles

Service Level Agreements (SLA) :

• Response time SLA
• Resolution time SLA
• SLA tracking and alerts
• SLA breach notifications
• SLA reporting

Omnichannel Support :

• Email support
• Phone integration (CTI)
• Live chat
• Social media support
• Self-service portal
• Mobile app support

Key Metrics :

• First response time: Time to first agent response
• Average resolution time: Average time to close case
• Customer satisfaction (CSAT): Survey score after resolution
• First contact resolution: Cases resolved on first contact
• SLA compliance: (Cases Meeting SLA / Total Cases) × 100

CRM Data Model

Core Entities

Lead :

• Lead source (web, referral, event, cold call)
• Lead status (new, contacted, qualified, unqualified)
• Lead score (0-100)
• Company information
• Contact information
• Lead owner

Account :

• Account name
• Industry
• Company size (employees, revenue)
• Account type (prospect, customer, partner)
• Parent account (for hierarchies)
• Account owner
• Account team

Contact :

• Name, title, email, phone
• Account relationship
• Contact role (decision maker, influencer)
• Reporting structure
• Preferred communication method
• Contact owner

Opportunity :

• Opportunity name
• Account and primary contact
• Amount
• Close date
• Stage
• Probability
• Competitors
• Opportunity owner

Activity :

• Task (to-do item)
• Event (meeting, call)
• Email
• Note
• Activity date and time
• Related to (lead, contact, opportunity, account)

Common CRM Requirements

Lead Scoring Example

Demographic Scoring:
- Job Title: C-Level (20), VP/Director (15), Manager (10), IC (5)
- Company Size: Enterprise 1000+ (15), Mid-market 100-999 (10), SMB (5)
- Industry: Target industries (5), Others (0)

Behavioral Scoring:
- Pricing page visit (15)
- Whitepaper download (10)
- Webinar attendance (15)
- Demo request (25)
- Email open (2)
- Email click (5)

Negative Scoring:
- Personal email (-10)
- Competitor (-50)
- Student (-15)
- No activity 90 days (-20)

Thresholds:
- MQL: 60 points
- SQL: 75 points

Sales Process Stages

1. Prospecting (10% probability)
2. Qualification (20%)
3. Needs Analysis (40%)
4. Proposal (60%)
5. Negotiation (80%)
6. Closed Won (100%) / Closed Lost (0%)

Integration Requirements

Marketing Automation (HubSpot, Marketo, Pardot):

• Bi-directional lead sync
• Campaign member sync
• Lead scoring sync
• Form submission capture

Email (Gmail, Outlook):

• Email tracking
• Calendar sync
• Contact sync
• Email templates

Phone (RingCentral, Aircall):

• Click-to-dial
• Call logging
• Call recording
• Screen pop on incoming calls

E-signature (DocuSign, Adobe Sign):

• Send documents for signature
• Track signature status
• Store signed documents

Accounting (QuickBooks, Xero):

• Customer sync
• Invoice sync
• Payment tracking

CRM Best Practices

Data Quality

• Mandatory fields for key data
• Validation rules (email format, phone format)
• Duplicate detection and prevention
• Data enrichment (Clearbit, ZoomInfo)
• Regular data cleanup

User Adoption

• Intuitive UI/UX
• Mobile access
• Minimal data entry (automation)
• Integration with daily tools (email, calendar)
• Training and support

Process Automation

• Lead assignment automation
• Email alerts and notifications
• Workflow automation
• Approval processes
• Scheduled reports

Questions for Stakeholders

Sales Process :

• What are your sales stages?
• What's your average sales cycle?
• How do you qualify leads?
• What's your territory structure?

Lead Management :

• What are your lead sources?
• How do you score leads?
• What defines MQL vs. SQL?
• How are leads assigned?

Integration :

• What marketing automation tool?
• What email system?
• What phone system?
• What other systems to integrate?

Reporting :

• What KPIs do you track?
• Who needs dashboards?
• What reports are critical?

References

• Salesforce Trailhead
• HubSpot Academy
• CRM Best Practices Guides

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