CRM — Overview

The CRM (Customer Relationship Management) module centralizes commercial management: lead capture, qualification, deal pipeline, activities tracking and sales team performance.

2026-Q2 Redesign: the CRM is in the middle of a redesign (phase 1 of the CRM Redesign milestone). The entity model evolved to Company → Contact → Lead / Deal and the UI adopts RightDetailDrawer, CommandPalette and ZenttoRecordTable from the new design system (shared-ui v2). Screenshots will be updated once the new UI ships (tracking: CRM-111 #385).

Key features

• Visual pipeline: Kanban board with configurable stages and drag-drop.
• Lead management: capture, qualification and conversion to Deals.
• Contacts and companies (new): first-class entities; one company groups N contacts and N deals.
• Deals (new): sales opportunities independent from leads, with pipeline, probability, value and close date.
• Activities: track calls, emails, meetings and follow-ups.
• Metrics: close probability, estimated value, conversion rate, stage velocity.
• ERP integration: winning a Deal can promote the Contact to an accounting Customer and generate quote/invoice.
• Command Palette (Cmd-K): instant cross-entity search.
• Saved Views: per-user views with filters, columns and density.

Entity model

┌──────────────────┐       ┌──────────────────┐       ┌──────────────────┐
│     Company      │ 1   N │     Contact      │ 1   N │      Lead        │
│   (B2B company)  │───────│    (person)      │───────│ (cold prospect)  │
└──────────────────┘       └────────┬─────────┘       └────────┬─────────┘
                                    │ 1                        │
                                    │                          │ convert
                                    │ N                        ▼
                           ┌────────┴─────────┐       ┌──────────────────┐
                           │      Deal        │◄──────│ ConvertedToDeal  │
                           │ (opportunity)    │       └──────────────────┘
                           └────────┬─────────┘
                                    │
                                    │ on win (optional)
                                    ▼
                           ┌──────────────────┐
                           │ Accounting       │ (master.Customer)
                           │ Customer + invoice│
                           └──────────────────┘

• Company groups N Contacts (B2B). Contact can be individual (B2C) with no Company.
• Contact is the person. May hold N Leads and N Deals over time.
• Lead = cold prospect with status NEW / CONTACTED / QUALIFIED / DISQUALIFIED / CONVERTED. Only QUALIFIED leads become Deals.
• Deal = opportunity in the pipeline with stage, value, probability, close date. Status OPEN / WON / LOST.
• Customer promotion: the Contact is promoted to an accounting Customer only when a Deal is WON and invoicing is required.

Technical detail: Database schema and ADR-CRM-001 in the zentto-web repository.

Sales flow

Lead captured (NEW)
   ↓ first contact
Lead CONTACTED
   ↓ evaluation
Lead QUALIFIED ──→ Create Deal (OPEN)
                       ↓ pipeline (configurable stages)
                   Deal WON ──→ Promote Contact to Customer ──→ Invoice
                   Deal LOST ──→ (Contact free for new cycle)

📸 [pending] CRM overview with monthly metrics — added after CRM-111 (#385)

Roles

Role	Permissions
SDR	Manage leads, qualify, convert to Deal
AE (Account Executive)	Manage own Deals and Contacts
Supervisor	See team Deals, reassign, approve discounts
Sales Manager	Full access, funnel reports, pipeline and source config

Cross-module integrations

• Invoicing: create quotes/invoices from won Deals (Contact → Customer).
• Inventory: product availability on DealLine.
• Accounts Receivable: pending balances of promoted customers.
• Ecommerce: leads from store forms and landings.
• Event Bus: lead.created, deal.stage.changed, deal.won, deal.lost.

Sections

Section	Description
Pipeline	Kanban board of Deals
Leads	Prospect capture and qualification
Activities	Commercial interactions log
Call center	Call queues, scripts, call log

Keyboard shortcuts

Shortcut	Action
Cmd/Ctrl-K	Open command palette (cross-entity search)
C	Quick-create primary record
G + L / D / C / O / P	Go to Leads / Deals / Contacts / Companies / Pipeline
J / K	Navigate rows up / down
Enter	Open record drawer
Esc	Close drawer / dialog / palette
W / X	Mark Deal as Won / Lost
[ / ]	Move Deal to previous / next stage (Kanban)
?	Show keyboard cheat sheet

Full list: see apps/crm/DESIGN.md in the zentto-web repository.