CRM - Getting started

1What the CRM module does #

CRM keeps every enquiry your business receives, the people behind it, the follow-ups promised, and the deal it may become - and ties all of it to the ledger accounts and vouchers of InvoiceNET, so you can see what an enquiry finally earned.

Everything comes through a lead. The chain is always the same:

2Where to find help #

Help comes in two shapes, and they are the same words - written once, shown twice.

• On every screen: the panel on the right (press the chevron to open it). It answers eight questions in the same order everywhere - what the screen is for, step by step, every field explained (what it means, whether it is required, what it allows and what it affects), how the screen behaves, the keys, what to do when something does not work, where it connects, and - for an administrator - how it is set up. A developer signed in as such also sees the database tables behind it.
• The manual: at the foot of this page, every CRM screen in detail, chapter by chapter, grouped by module. Use it to read ahead, to train somebody, or to look something up without opening the screen.
• A module you are not licensed for is named in the manual but not opened - its screens are not in your menu either.

Met a message you did not expect? Every screen's Help panel ends with If something does not work - a list of every message that screen can put on your screen, with why it happens and what to do about it, grouped by when you meet it: opening the page, saving, typing, finding records, printing, and the things that happen by themselves. Look the message up there first; it is quicker than asking, and the answer is the one your administrator would give.

3Where things are - the CRM menu #

4The CRM Dashboard - where things stand #

CRM > CRM Dashboard (under *Start here*) shows the module at a glance: open leads and those nobody has a next step on; leads converted this month; open deals by stage and what was won and lost this month; and the follow-ups due today and overdue.

• Every tile has a button that opens the page or report behind the figure, and every list has one at its head - the dashboard is where you start, the page is where you act.
• A figure that wants attention reads red; one that is as it should be reads green; a plain figure is just a fact.
• The figures are for the report option you signed in with (All, Branch or Group), shown at the top as *For*, up to today.
• It counts your own records and your team's; everyone's for a sales manager or an administrator. Records only shared with you are not counted there.
• Cancelled entries are never counted.
• The page is read when it opens and on Refresh (F3); it does not refresh by itself. Nothing is changed there.
• The right. The dashboard has a user preference of its own: *User Can View CRM Dashboard* in User Manager > Preferences. It starts unticked for everyone; an administrator ticks it for whoever should see it. Administrators always hold it.

5First-day setup (administrator) #

Do these once per company, in this order. Steps 1 and 2 are run by whoever looks after the database; the rest are done in the application.

1. Give rights. Open User Permissions and grant the CRM objects (leads, contacts, opportunities, follow-ups, masters, sales teams) to the roles that need them. A user with no right on a CRM object is refused by the page and by the database.
2. Give every executive a login. In Ledger Master, open the executive's own ledger account, tick Has Login and pick the login name. CRM finds a user's executive account - and an executive's user - only through this link.
3. Mark the sales managers. In Designation Master, set the Category of the sales heads' designations to Sales Manager. Every employee holding such a designation sees all CRM records (within their report option).
4. Set up CRM Sales Teams: a team name, its team lead, its members, each with an optional from and to date.
5. Review CRM Masters. Put the stages in the order of your sales process and give each a probability; keep exactly one Won and one Lost stage. Add your lead sources, types, industries, territories and lost reasons - reports and the board band and filter by every one of them.
6. Open CRM Settings and set the day counts (see Settings below).
7. If some actions need a senior's say - closing a big deal, converting a lead, disqualifying one - set them up on CRM Approval Workflows (see Approval workflows below).
8. Decide the books links: switch on Link ledger accounts to CRM leads (Accounts settings), and tick Track Lead ID on each voucher type that should carry a lead.

6Keys that work on every CRM page #

On the set-up pages (Approval Workflows, Masters, Sales Teams, Channels) and on Bulk Messages the records are cards with a search box: type any words (name, action, status...) and only cards holding all of them stay. Click a card to load it, double-click it - or press Enter - to modify it; the arrow keys move from card to card. An inactive card is orange, a failing one red.

After Save the page stays on the record in view mode. Every field has a short hint under it, and every page has its own guide on the right - press Help to dock or hide it.

7Contacts #

A contact is a person: name, designation, firm, phones, e-mail, address, category, industry, territory and notes. Give at least one phone or an e-mail - that is how duplicates are caught and how a returning enquirer is recognised.

• Account links the person to a ledger account when the firm is already a customer. You can create the ledger account from the foot of the Account list without leaving the page.
• Customer view opens one page with everything about the person or the account: leads, deals, follow-ups and what was billed.
• The three consent switches (call, e-mail, message) record what the person agreed to.

On a contact, Category, Industry and Territory can be created from their list's footer, the State list follows the Country (India: pick; elsewhere: type), and the e-mail is checked as you leave it. From a lead or an opportunity, ＋ Create new contact in the Contact list's footer opens this form in a dialog and links the new person straight away.

8Leads - entering and working an enquiry #

1. Open CRM Leads and press Add (F3).
2. Optional: pick a Contact. Every field the contact has - name, firm, phones, e-mail, address, territory - fills in by itself; correct what differs for this enquiry.
3. Fill in the source, type, territory, industry (from the Industries master), rating (Hot, Warm, Cold), the requirement, the estimated value (it decides the lead's budget band) and the products asked for.
4. Pick the Owner. You can hand a lead only to someone within your reach (yourself, your team, or anyone if you are a sales manager). With the Lead Intake add-on a new lead starts with no owner: leave it blank and the assignment rules choose on save (the message says who and why), or pick one yourself.
5. Optional: pick the Ledger account once the enquirer is a customer in the books - or create it from the foot of the list.
6. Set the next action date and press Save (F5).

Faster entry - create what is missing without leaving the lead

• Contact, Lead source, Lead type, Territory, Industry, and in the product lines Product, Application and Class: when what you need is not in the list, the list's footer - ＋ Create new ... - opens that master in a dialog. Save (F5) there and it is picked here at once. A new contact starts from what you already typed on the lead.
• Country comes from the Country master. For India the State is picked from the list of states; for any other country the list is empty and you type the state.
• E-mail is checked the moment you leave the field - a red note says so - and again when you save.
• Rating is three stars: three Hot, two Warm, one Cold. Click the lit star again to clear it.
• Product lines: a blank line is ready as soon as you add or modify - type straight into it. Enter moves across the row; Enter on the last cell starts the next line. A blank line nobody filled is not saved.

Lead status

Use Change status for everything except Converted. Every change is written to the lead's history with who and when.

Reassign hands the lead to another owner and, in the ERP edition, to another branch, with a reason. An approval workflow may hold it (CRM > Approval Workflows, action 'Reassign a lead').

Converting a lead

Press Convert (F5) on a lead in view mode. Choose whether to create the opportunity, its name, stage, amount and expected close date. Conversion creates (or links) the contact, creates the deal carrying the lead's product lines, follow-ups and shares, and marks the lead Converted. Open the opportunity then takes you to the deal.

Many leads at once - import and export

Tools & Utilities > Data Import & Export brings leads in from a spreadsheet (a fair, a purchased list, the old system) and exports the ones you may see in the same format. Load records to export fills the grid: change cells, remove rows, filter and sort there - for the file only, the leads themselves are never changed - then Export grid (.xlsx) (F5). Import the file back choosing Update to correct many leads at once.

9Follow-ups - the daily work #

A follow-up is one thing done or planned on a lead or a deal: a call, a visit, a meeting, a demo, an e-mail, a task. Each record has at most one open next action - the thing you promised to do next.

1. On a lead or an opportunity press Follow-up (F7).
2. Record what you did (type, what was said, what the customer said). If this closes the open next action, mark it Done.
3. Plan the next action: its type, date and time. A visit, meeting or demo becomes an appointment on the calendar and is reminded before it starts.

CRM Follow-ups is the work list across all your records: due today, overdue, upcoming, done - filtered by owner, type and date. Press Done on a row to close it without opening the record.

CRM Follow-up Entry is for a run of calls: pick a lead, say what was done, plan the one next action and, if it has changed, the lead's status - Save (F5) - then pick the next lead. It saves exactly what Follow-up (F7) on the lead would, so any follow-up still open on that lead is closed by it; the screen lists those first. It offers only open leads you may follow up.

Unattended leads and escalation

• A lead with no follow-up for N days (or never followed up) is unattended. The CRM Unattended Leads report lists them by team and executive, the longest-neglected first.
• A planned follow-up that stays overdue is escalated: first to the owner's team lead, later to the sales managers. They receive an alert in the bell and, where approval mail is on, an e-mail. Each person is told once per follow-up.

10Opportunities and the board #

An opportunity is the deal. The lead is compulsory: pick it first and the account, contact, source, owner and products fill in from it. A deal can be started straight from New deal (F3) on the board, but it still asks for its lead.

• Stage and Probability - the probability comes from the stage and can be corrected. Amount x probability is the weighted value that the pipeline and forecast reports use.
• Move stage (F5) moves the deal and writes the step to its history. Moving to Won closes it as won. Moving to Lost asks for a lost reason and remarks.
• Product lines - product, application, product class, frequency, quantity, rate, amount. The total can feed the deal amount.
• Open the lead jumps back to where the deal came from.
• Reassign hands the deal to another owner and/or (ERP) branch. Like Move stage, it may wait for approval when a workflow holds it.

On an opportunity, Contact, Source and Lost reason can be created from their list's footer, and the product lines work as on a lead: a ready blank line, Enter across the row and on to the next line, and ＋ Create new product / application / class in the lists.

The board

CRM Board shows every open deal you may see as a card under its stage, with the count, total and weighted total per column. Drag a card to another column to move its stage - dropping on Lost asks for the reason first. Refresh (F5) reloads.

Follow-up from the board

1. Click a card to select it - it gets an outline and its name shows in the toolbar.
2. Press Follow-up (F7), or use the pencil button on the card itself.
3. Say what was done, plan the next action (type, date and time, who) and, if the deal moved, pick the stage to move it to.
4. Save (F5). The card shows its new next action at once and the column totals are read again.

It is the same command as Follow-up (F7) on the Opportunities page. It needs Create on 'CRM Activities' and a deal that is open and yours to edit; a Won, Lost or read-only card offers none.

Board filters

11Calendar, appointments and reminders #

CRM Calendar shows follow-ups and appointments by day, week, month or as an agenda. Colours tell appointments, other follow-ups, overdue and finished entries apart - the legend is above the calendar.

• Double-click an empty slot (or press New entry (F3)) to add your own entry: subject, type, start and end, place, notes, reminder minutes.
• Double-click an entry to see its details.
• For - an entry can be for several people. Each of them sees it on their calendar and is reminded.
• Repeat - daily, weekly (chosen weekdays), monthly or yearly, with an interval and an end date. Repeating entries carry a repeat mark on the calendar.
• Save to my calendar (.ics) downloads the entry for Outlook, Google Calendar or a phone.

Entry status

Every status change is kept in the entry's history. Reminders arrive in the alert bell (live, no refresh needed) and by e-mail where the mail settings allow, the set number of minutes before the start.

The calendar as a report

Event register on the calendar toolbar (or CRM > Reports > CRM Calendar Event Register) lists every event of a period with what became of it - Planned, Postponed, Transferred, Completed, Not held or Cancelled - the first planned date and how many times it was moved, who it came from, who else it is for, the place and the outcome. Overdue is shown beside the status: an event still open although its time has passed, so nobody has yet said whether it was held.

Upcoming on the calendar toolbar (CRM > Reports > CRM Upcoming Calendar Events) is the plan of the days ahead. Pick a Period - Today, Tomorrow, Next N days, This week, Next week, This month, Next month, Next N months - or your own dates. Each event shows its Status, its Owner and To whom it is (the people it is also for), with the lead or deal, phone and place. A repeating entry shows on every day it falls. Group by Day for a diary, by Owner for a roster, by To whom to give each person their own list. The period is worked out afresh each time the report runs, so schedule it every morning with 'Today' or every Friday with 'Next week'.

12Who sees what #

The same rule decides what you see on every CRM page, list, picker, the board, the calendar and every CRM report.

All three tiers are then cut by the report option of the login - All, Branch or Group company. A sales manager who signed in with Branch sees everything of that branch only.

13Sharing a record #

The Sharing panel on a lead, an opportunity or a contact gives someone else access for a period.

• Share with a user, a user group or a branch.
• Access is Read or Edit, from an effective date, optionally until an end date.
• When the setting CRM: sharing a record needs approval is on, a new share waits as Pending until the owner's team lead or a sales manager approves or rejects it. The request, the decision and the result travel through the alert bell.
• Cancel a share at any time; it stops at once.

14Approval workflows - multi-level, multi-person #

A workflow makes one CRM action wait for approval. Instead of happening, the action becomes a request that climbs one or more levels of approvers; it is carried out only when the last level approves.

When a workflow applies

• It must be active, and setting 252 (CRM Settings) must be on.
• Its conditions must match the record: amount from / up to (a lead's estimated value, a deal's amount), branch, lead source, lead type, territory, industry. A blank condition matches everything; a deal is judged by the type, territory and industry of the lead it came from.
• For a status change or a stage move, the workflows of the specific action (Disqualify, Won, Lost) are tried first; only when none of them matches are the general ones (any status, any stage) tried.
• On top of these, a workflow may carry a custom condition (below). It must be true as well - the fixed conditions and the custom one are joined by AND.
• When several workflows of the same action match, the one with the lowest priority number is used - give narrow ones a lower number than a catch-all.

The custom condition

For rules the fixed conditions cannot say, open Custom condition on the workflow. Build it in Builder mode by picking fields, or type it in Expression mode - the two are the same condition, and each switches to the other.

1. In Builder, choose ALL of these (AND) or ANY of these (OR) for the group, and tick NOT to turn the whole group round.
2. + Rule: pick a field (the lead's or the deal's name, amount, rating, industry, city, owner, team, age in days, days to close ...), optionally a function on it (length, upper case, first N letters, year, month ...), an operator and the value.
3. + Group nests a bracket - for example ALL of: amount over 5 lakh AND (ANY of: rating is Hot OR industry contains Pharma). The bin removes a rule or a group; Clear empties the condition.
4. The box under the builder checks it as you go and lists every mistake at once; the workflow cannot be saved while it is wrong.
5. Open Test it on a lead (or deal), give its number, and press Test: it shows whether the condition is true for that record and the value of every field it uses.

• Fields are written Group.Name - Lead.City, Deal.DaysToClose, Request.Action, Amount. The field list in the builder shows every one with its meaning; a deal workflow can use the lead's fields too.
• Text is compared ignoring case, in single or double quotes.
• A blank field is empty, equals nothing, and makes >, < and BETWEEN false - a blank amount is never "over 10".
• The condition is worked out by the program, never run on the database, so it cannot change or reveal data.
• If the condition cannot be worked out for a record (for example a number function given text), the action is held for approval rather than let through.

Levels, approvers and policies

• Requester may approve - off by default: nobody decides their own request.
• Returned request may be resubmitted - on by default.
• A level that works out to nobody for a record stops the request being raised, and the page names the level - it is never skipped.
• Each person decides once per level. A request sent back or resubmitted starts a new round - everybody decides afresh.

Level conditions - a route per record

Every level may have its own condition, built the same way as the custom condition (open Condition for this level on the level). The level is asked only when its condition is true for the record; otherwise it is skipped and the request goes on to the next level.

• The route is worked out when the request is raised, and again when a returned request is resubmitted - a record changed meanwhile gets the route it deserves now.
• Send back to the previous level means the previous level on the route - a skipped level is never asked.
• A level condition that cannot be worked out for a record keeps the level (the safe side).
• The request on CRM > Approvals shows every level - skipped ones marked Skipped, with their condition - and the history says which levels were left out and why.
• Useful facts for level conditions: Request.FromStage, Request.ToStage, Request.ToStageKind (Open / Won / Lost), Request.StageSteps (negative when a deal moves back), Request.FromStatus, Request.ToStatus, Request.OwnerChanges, Request.BranchChanges, Request.ToBranch, Request.ToOwnerTeam.

When no level applies

When every level's condition is false for a record - or the workflow has no levels at all - there is nobody to ask. The workflow's When no level applies setting decides:

Mail at every step

Mail goes through Settings > Mail Accounts to each person's e-mail in User Manager, with a link to the request. The inbox and the bell carry every step whatever the mail switches say.

Deciding - CRM > Approvals

1. Open CRM > Approvals (or follow the bell, the inbox or the mail). Waiting on me lists what you can decide now.
2. Pick a request: what it will do, the amount, each level with its approvers and votes, and the full history.
3. Write a remark (a rejection needs one) and press Approve or Reject.
4. When your decision completes the last level, the action is carried out at once, in your name. If it cannot be done at that moment, the request stays approved and the requester is told: doing the same action again goes straight through.

• Raised by me shows your own requests. Withdraw one that is still open; Resubmit one returned to you.
• While a request is open, the lead or deal shows awaiting approval with a button to open it, and the held actions on that record are refused until it is decided or withdrawn.
• The forms will not save a status change (lead) or a stage change (deal) that a workflow would hold - use Change status or Move stage - nor a deal straight at Won or Lost, nor a deal opened on an unconverted lead.
• A changed Owner on the lead or opportunity form, when a reassignment workflow applies: everything else is saved at once and the owner stays as it was; the new owner is asked for as a reassignment request, and the page says so.

15E-mail, SMS and WhatsApp - the communication hub #

Every e-mail, SMS and WhatsApp with a lead or customer is kept on the record, both ways: what you send from the CRM, and what they send back. The messages travel through the Communication Hub (COMMHUB) - since 2026-09-27 a module of its own for the whole ERP, no longer a CRM add-on: its inbox and outbox are Communications > Inbox & Outbox and its set-up Communications > Channel Setup. With CRM, its conversations land on leads, contacts and deals and show on their Communication panel; without the hub none of that appears. Bulk messages to leads and contacts (CRM > CRM Bulk Messages) are the CRM Bulk Messaging add-on (CRMCOMMS), on top of both. Companies that had the old CRM Communication Hub add-on were given the Communication Hub automatically.

Writing from a record

1. Open the lead, contact or deal. Under Communication, press E-mail, SMS or WhatsApp.
2. E-mail: pick From (a synced mailbox, so the reply comes back here), the address, a subject; start from a template if you like - {Name} and {Company} become the person's. Write it.
3. SMS: pick the SMS profile (its gateway sends it; a DLT-registered text must go out as registered) and check the number.
4. WhatsApp: pick the WhatsApp number it goes from and an approved template, and fill its values. If the person wrote to you on WhatsApp in the last 24 hours you may instead write freely and send files - the dialog says which applies.
5. Attach files to an e-mail or WhatsApp with From this computer or From Document Management (the same picker as a voucher's Attach document). Up to 10 files, 10 MB each, 20 MB together.
6. Send (F5). It is on the record at once - Sent, or Failed with the reason. An SMS or WhatsApp moves on to Delivered (and Read) as reports come back.

• A deal's panel shows its lead's messages too; a contact's shows those of its leads and deals.
• Click a message to open it: the full text, its attachments to download, and Reply - a reply keeps the e-mail thread.
• Only someone who may edit the record writes to it: its owner, an Edit share, a manager.

Replies arrive by themselves

• A mailbox on Communications > Channel Setup is read every few minutes (setting 253) - or at once with Send / Receive in the inbox. A reply to a mail sent from the CRM lands on its record; other mail by the sender's address - an OPEN lead first, then a contact and its open deal.
• Mail, SMS and WhatsApp from someone nobody matches waits in the tray. On Communications > Inbox & Outbox, Claim it, Link it to a lead, contact or deal, or Make a lead of the sender.
• SMS replies come when your gateway sends them to the webhook on Communications > Channel Setup; WhatsApp messages (with their photos and files) when Meta is pointed at the WhatsApp number's callback URL.
• The owner is told at once - the inbox and the record's panel refresh on their own.
• The mail server is only read: nothing is marked, moved or deleted there.

The inbox is part of Communications

• Communications > Inbox & Outbox opens the Communications hub: every conversation under INBOX (with CRM, the ones on your leads, contacts and deals), and under OUTBOX every message the ERP sent on your behalf - workflow notifications, voucher and report mail, alerts - with whether each went and why not.
• New message in the inbox writes onto a lead or contact; in the outbox it is a plain mail through a mail account, kept in your outbox.
• Both have the Address book: ledger contacts, CRM contacts and leads, users and the shared contact book in one search, each marked by where it came from. A do-not-contact person cannot be picked. Attachments come from your machine or from Document Management.

Communications > Inbox & Outbox

• New message (F3) writes an e-mail, SMS or WhatsApp from the inbox itself: find the lead or contact in the dialog, or just type the address - it is matched to a lead or contact the way an incoming message is.
• Reply answers the open conversation on its own channel, attachments included.
• Send / Receive reads the mailboxes and the waiting SMS / WhatsApp calls now, instead of at the next round.
• The channel chips (E-mail, SMS, WhatsApp) and the status chips narrow the list.
• Hand over gives a conversation to yourself or a member of a team you lead; a sales manager to anybody.
• Close a conversation when nothing is pending - their next message reopens it.

Bulk messages - CRM > CRM Bulk Messages

1. Press New bulk message (F3), pick E-mail, SMS or WhatsApp, and give the send a name.
2. Write the message. {FirstName}, {Name}, {Company} and {Owner} are filled in for each person. A bulk WhatsApp is always an approved template - its values can be merge fields too.
3. Attach files if needed (e-mail and WhatsApp).
4. Under Who it goes to pick leads or contacts and narrow them - status, source, type, rating, territory, industry, owner, dates, city, words.
5. For anything the fields cannot say, build a Condition - the same builder as the approval workflows, over the lead's or contact's own fields (ALL / ANY, nested groups, or type the expression). E.g. *Lead.Rating = 'Hot' AND Lead.LastMessageDays > 30*, or *Contact.OpenDeals = 0 AND Contact.WonDeals > 0*. Only records it is true for go on the list.
6. Preview the list: who gets it, and who is skipped and why - no address, do not contact, no consent, the same address twice. Untick anyone who should not get it.
7. Send (F5) and confirm. It goes out in the background (setting 255 a minute); the list shows its progress. Cancel the send stops what has not gone yet.

• Only records you may see in the Leads or Contacts list are ever on the list.
• Each message is written onto the person's record as sent by you; answers come back like any other message.
• Do not contact is read again the moment each message goes, so a STOP that arrives mid-send is honoured.

Do not contact

On the record's Communication panel, tick Do not contact for e-mail, SMS or WhatsApp. Nothing more goes out on that channel - not from the record, not a reply, not a bulk message, not an automatic message - until it is cleared. An SMS or WhatsApp reply of STOP sets it by itself. It is kept on the lead or contact (a deal: its contact, else its lead).

Setting it up - Communications > Channel Setup (an administrator's job)

1. Put the sales mailbox on Settings > Mail Accounts with a working outgoing server.
2. On Communications > Channel Setup press Add mailbox, pick it, and give its incoming (IMAP) server, port, account and password - Gmail and Microsoft 365 need an app password with IMAP on. Test the sign-in.
3. Choose from which date to read, the tray user group for strangers (or Only known senders for a busy mailbox), and Save (F5).
4. For SMS: Add webhook, give a secret and the names of the fields your gateway sends (sender and text for replies; message id and status for delivery reports). Save, and give the gateway the address shown with the secret.
5. For WhatsApp (Meta's WhatsApp Cloud API): Add WhatsApp number with the phone number ID, the business account ID, a permanent access token and the app secret. Save, give Meta the callback URL and verify token shown, subscribe to messages, then Sync templates.

16Leads that come in by themselves - lead intake and assignment #

With the CRM Lead Intake add-on, enquiries from Facebook and Instagram lead forms, your website's enquiry form and click-to-WhatsApp ads become CRM leads within a minute - no typing. Each gets an owner from the assignment rules and a time by which it must first be answered. Without the add-on, CRM > Lead Intake and CRM > Assignment Rules do not appear, and a lead must be given an owner by hand.

Set up the owners first - CRM > Assignment Rules

1. Press Modify settings: the working day (e.g. 09:30 to 18:30, Mon-Sat), the default target in minutes, who gets a lead no rule takes, and - optionally - an unassigned queue user group. Save (F5).
2. Press Add rule: a name, a priority (the lowest is tried first), a condition built with the same builder as the approval workflows (e.g. Lead.City = 'Kochi', Lead.Platform = 'instagram', CONTAINS(Lead.Campaign, 'Solar')) - or none for every lead - how to choose (in turn, fewest open leads, first listed) and the people (users or user groups).
3. Give a paid source a tighter time under First-response targets - e.g. Facebook Ads 15 minutes of working time.
4. Type a lead number under Try the rules on a lead to see which rule would take it and whom it would go to. Nothing changes.

Facebook and Instagram lead forms - CRM > Lead Intake

1. On developers.facebook.com make a Meta app (type Business) with Facebook Login for Business and Webhooks. Note its App ID and App secret (App settings > Basic).
2. Press Add Meta app, give the name, App ID and secret, Save (F5). Copy the Facebook Login return address it shows into the Meta app's Valid OAuth Redirect URIs.
3. Press Set up webhook - Meta calls the server at once, so the API must be on HTTPS and reachable from the internet.
4. Press Connect Facebook. A Facebook window opens: sign in as a page admin, tick your pages (and their Instagram accounts), allow. Allow pop-ups for the site if it does not open. The pages appear below.
5. Pick a page, Modify, switch Take leads on, give the lead source, Save. Then Sync forms and check each form's questions -> lead fields. Every answer is kept on the lead anyway.
6. Test with Meta's Lead Ads Testing Tool: the lead arrives marked TEST and is kept out of the targets. Fetch leads takes a form's leads of the last days - for leads from before Take leads was on.

Your website's enquiry form

1. Press Add website form: a name, the lead source, your site under Allowed sites (e.g. https://www.example.com).
2. List the fields your form sends (their name="...") and the lead field each fills - typing the name guesses it.
3. Save (F5). Copy the ready-made HTML form into your site - or point your own form's action at the post address. A server can post the same fields as JSON, signed with the secret.
4. Send a test enquiry. It shows under Arrivals and becomes a lead within a minute; the visitor sees your thank-you page or text.

Click-to-WhatsApp ads

Needs a WhatsApp number on Communications > Channel Setup (the communication hub). On CRM > Lead Intake pick the number, Modify, switch Ad clicks make leads on and give the source. When someone taps your ad and writes, a lead is made with the ad and campaign on it, and the WhatsApp chat moves onto that lead.

What happens to every new lead

• The same person (an OPEN lead with the same mobile or e-mail) gets a follow-up "Enquired again" instead of a second lead.
• An owner: the first rule whose condition is true picks one of its people; no rule = the default owner, and the queue group's members see it too and can press Claim on the lead.
• A first follow-up at the next working moment, and a first-response target. The owner gets a bell item at once; if nobody answers in time, the team lead and sales managers are told. A follow-up done, a message sent to the person, or the status moved by someone counts as the answer.
• An acknowledgement to the person, when the form has one: an e-mail template and/or an approved WhatsApp template.
• On the lead, the How it came in panel shows the page, form, campaign and ad, the consent, every answer, the rule that gave it and the target; the heading shows Answer by 14:30, Answer overdue or Answered late.
• A lead keyed by hand with the owner left blank goes through the same rules.

17The telephone on the record - click-to-dial, call pop, call log #

With the CRM Telephony add-on the telephone becomes part of the record. A Call button appears on every lead, contact and deal; a call from a number you know pops on the right person's screen with their record; and every call - in or out, answered or missed - is logged with its duration and what came of it. Without the add-on none of it appears.

How a call is placed

Always agent first: you press Call, the provider rings your own phone, and only when you pick it up does it ring the customer. The customer sees your company's number, no executive's mobile number is given away, and nobody needs a headset - the phone on the desk is the handset.

Setting it up (administrator)

1. Get the keys from your provider: Exotel, Knowlarity, Tata Tele Smartflo, Jio, Twilio Voice - or any other, through the custom adapter where you give the dial request yourself.
2. On CRM > Telephony, press Add account: the provider, its keys, and the caller id your customers should see. Say whether calls are recorded, set a webhook secret, and Save (F5).
3. Copy the call-event address it shows into your provider's webhook settings, with the secret. The server must answer at that address from the internet, on HTTPS.
4. Press Add person for each executive: the agent number the provider should ring first, and whether they may dial. That number is also how an incoming call finds them.
5. Under What happens when a call comes in, choose the pop card, the bell, or both, and who may play a recording. A person can override the card and the bell for themselves.

Using it

• Call on a lead, contact or deal: pick the number, your phone rings, answer it.
• The card: when a known number rings you, a card slides into the corner - who they are, their record, what was last said, what is planned next. An unknown caller can be made a lead from the card itself.
• The note: after the call, write what came of it. That becomes a follow-up on the record, and you can plan the next action at the same time.
• CRM > Calls: the whole log. The two filters that matter are Unanswered and On no record - the second is the list to clear, by linking calls or making leads of the callers.
• Recordings stay with your provider; the CRM keeps the address, checks who is asking, opens it, and logs every play with the listener's name.

The call reports

• Call register - every call of a period, with the note.
• Calls by executive - calls made and taken, answered, talk time, average, and how many left no note.
• Calls by day - the daily picture, with the quiet days marked.
• Missed calls - the ones nobody spoke to, and whether the caller has been rung back since.

18What the advertising cost - marketing campaigns #

With the CRM Marketing Campaigns add-on the CRM answers the question every advertising budget eventually faces: what did we spend, and what came back? Meta's daily ad spend is read by the server against the ad accounts you connect, put beside the leads those ads brought, the deals won from them, and what those deals were worth. Spend on anything Meta knows nothing about - a newspaper, a hoarding, a sponsorship - is keyed by hand and counts the same way.

The one idea to understand: attribution is matched, not stamped

A lead that arrives from an ad already carries the Meta campaign, ad set and ad it came from - lead intake stamps that on it (phase 4). A campaign here does not claim those leads by writing anything onto them. Instead you tell the campaign what counts as it - its sources - and the match is worked out every time a figure is read.

Where a lead carries several ids at once, the narrowest source wins: an ad beats its ad set, which beats its campaign. And one live source value can belong to only one campaign, so a lead is never counted twice.

Setting it up (administrator)

1. On CRM > Ad Accounts, pick the Meta app connected for lead ads and press Look up accounts. Tick the ones to read. The ids are never typed - a mistyped id is the commonest reason spend never arrives.
2. Set how the reading behaves: the hour it runs, how many days to re-read (Meta restates recent days as conversions settle), and what counts as revenue - the deals won from the leads, or the invoices those leads led to.
3. On CRM > Campaigns, add a campaign and give it its sources: the Meta campaign id from Ads Manager, or a website form, or a click-to-WhatsApp number.
4. Press Pull spend now to watch it work. The pull log on CRM > Ad Accounts says what came of each read.

Reading a campaign

Each campaign shows its spend, its leads, how many were qualified, the deals won and their value, and from those: cost per lead, cost per win and the return on what was spent. A campaign that has cost more than it has won is shown in red. Underneath, a day-by-day table puts the spend on one side and what arrived on the other.

Spend, and what may be edited

Spend read from Meta is Meta's record of what was spent: it cannot be typed over or deleted here, and a re-read corrects a day rather than adding to it. Spend you key yourself is marked Manual and is yours to change. Keying a manual row for a day that also has Meta spend is allowed on purpose - that is a different channel, not a duplicate.

The figures that flatter nobody

Money spent under an id no campaign claims, and leads that arrived under one, appear as unattributed - on the Campaigns screen as a banner, and in the Unattributed Spend and Leads report row by row, each naming the id to add as a source. Without that, every other campaign figure would quietly flatter itself.

• Campaign Performance - one row per campaign: spend, leads, deals, value won, cost per lead, cost per win, return.
• Campaign Day by Day - spend against leads and wins, daily; chart it to see the shape.
• Unattributed Spend and Leads - what belongs to no campaign, and the id to fix it with.

Bulk messages as part of a campaign

When you send a bulk message you can say which campaign it is part of. The send then appears on that campaign beside what it cost. It changes nothing about who receives it, and the tie is made after the messages are queued - so a campaign problem can never stop a send.

19Which to ring first - scoring, suggestions and AI #

With the CRM Scoring add-on every open lead and deal carries a score out of 100 and a band word - Hot, Warm or Cold - so a list of two hundred enquiries becomes a list you can work down from the top. It also suggests one next action per record, estimates a deal's chance of winning, and can fit a model on your own won and lost history. AI help is a separate thing - summaries, draft replies, tidied call notes - and a separate add-on, AI Assistance, because it is not the CRM's: one service, set up once in Settings, that any part of the product may use. It is described at the end of this section because the CRM is where most people meet it first.

A score is never a number on its own

This is the rule the whole thing is built around: every point is kept as a sentence. Open a lead and the score panel shows what lifts it and what holds it back, each with its points - "a GSTIN was given +10", "nothing has happened for 34 days -5". There is no way to show the number without its reasons, because a number nobody can argue with is worse than no number at all.

Setting up what counts (administrator or sales manager)

1. Open CRM > Scoring. The script has already seeded the bands and twenty starting rules, so there is something to read and argue with on the first visit.
2. Change the rules to suit what actually predicts a sale here. A rule is three things: when it applies, how many points, and the words the explanation will show - write that third one as a reason, because an executive reads it.
3. Watch the Records column. A rule that has never once fired is either wrong, or about something that does not happen in your business.
4. Set where Hot, Warm and Cold begin. The lowest band must start at 0, so every score lands in one.

When scores are worked out

Two things, and they are not the same work. Something happening - a reply, a call, an activity finished, a stage change - rescores that record within moments. And a nightly pass goes over every open lead and deal, because the thing that most often changes a score is *nothing happening at all*, and silence raises no event for anybody to react to.

The one thing to do next

Each record also carries a single suggestion, with its reason in the same words the record shows. The order is urgency before opportunity: somebody who wrote to you and got no answer beats a lead you could quote, and sixty days of silence beats both. It is a suggestion, not an instruction - Not now puts it away, and it comes back only if it changes into a different one. The Next Actions report is the same thing as a work list, by owner.

A model fitted on your own history

Once there are enough finished leads - won plus lost, five hundred by default - the CRM can fit a model on your own history, here, in your own server. Nothing leaves the building: there is no service to call and no data to send.

Setting What the model may do has three positions: Off; Beside, where it is worked out and shown next to the rule score so you can judge it over a few weeks; and Live, where it becomes the score. Move to Live only after reading it for a while - and when you do, look at the bands again. A rule score is points added up; a model score is an estimated chance of winning, where 60 is a strong lead. Left alone, Hot-at-70 would mean almost nothing.

AI assistance - and exactly what it sends

This is the only part of the whole ERP that sends a customer's words to another company, and it is its own add-on (AI Assistance) rather than part of the CRM, so it is off until somebody here turns it on, each use is allowed separately, and every request is written down - what was asked, about which record, how much text went, what came back, who asked, and whether they used it.

• Summarise this conversation - the messages of that one conversation are sent.
• Draft a reply - the same, and the reply comes back for your executive to edit.
• Tidy up my call notes - only what they typed is sent.
• Answer a question about the software - the question and passages of this product's own help. No customer, ledger or figure of yours is involved at all.

Asking the software how it works

Ask, beside the help search at the top of every screen, answers a question in your own words out of this product's own help, and names the screens to go and look at. It is not a chatbot that knows things: the page finds the help first and asks the AI to put it in words, so it cannot invent a screen or a setting - and where the help does not cover something, it says so.

The reports

• Lead Scores - every open lead by score, with the strongest reason each way. The list to work down of a morning.
• Score Movers - what went up and what went down over a period. A score is only interesting when it moves.
• Next Actions - every open suggestion, by owner, each with its why.
• AI Usage - what was asked of the AI, how much went outside, and whether the answer was used.

20CRM and the books #

• Ledger account to lead. With Link ledger accounts to CRM leads on, the Ledger Master shows a Lead picker. The customer created from an enquiry names that enquiry.
• Voucher to lead. On a voucher type with Track Lead ID ticked, the voucher header shows a Lead picker - quotations, orders and invoices can name the lead they answer.
• Both pickers offer only leads you may see, and the server checks the choice again when the lead is changed.
• CRM Lead to Revenue adds up what was billed against leads - directly on the voucher, or through the ledger account - by executive, lead or voucher type.
• The Customer view puts the account's leads, deals, follow-ups and billing on one page.

21Reports #

All CRM reports open in the standard report viewer (document, analyse, chart and pivot views; print, export, e-mail, schedule) and follow the who-sees-what rule.

Filters every CRM report shares

A filter only ever narrows what you may already see - the who-sees-what rule and your report option (All, Branch, Group company) always apply first. Every filter in use is printed at the head of the report, so a saved or e-mailed copy says what it covers.

What each report adds

Reading a report 'wise'. Group by is the question: lead type wise, source wise, territory wise, budget wise, person wise, rating wise, industry wise, stage wise. Every band ends in its count and value, and the chart follows the band.

22Settings #

Escalations and reminders are sent by a background service that looks every 30 minutes, so a day count takes effect within half an hour of the day turning.

23Moving from the desktop CRM #

1. Run it as delivered. It only validates: it prints what is on the desktop, how each desktop status will be read, which executives have no login, which leads would be left out - and rolls everything back.
2. Fix what the lists show: give the executives a login in the Ledger Master, or name one user in @FallbackOwnerUserID to take their leads. Correct the status map at the top of the script if your business reads a status differently.
3. Run it with @Apply = 1. Check the reconciliation it prints: desktop rows against copies, per table.
4. Run it again whenever you like while the desktop is still in use - it brings over only what is new and never touches a row it copied before.

• A desktop lead that has products or a quote, or that the desktop marked Booked, becomes a lead and a deal; the lead shows as Converted. A stage alone does not make a deal - the desktop gives every lead a stage - so such a lead stays a lead and keeps its stage steps as history.
• Desktop follow-ups arrive as history. Each lead that is still open gets one open next action on its next follow-up date.
• Hot, Warm and Cold become the rating. Cancelled and Rejected become Disqualified (the deal: Lost). Booked becomes a Won deal. Closed and Completed become Won when a ledger account or voucher carries the lead. A status the script does not know is read as open and is pointed out in the validation run.

24If something does not work #

The table below is what goes wrong across the whole module. For anything on one screen, open that screen's Help panel - each one lists every message it can show, with the fix beside it.