CRM
Your Contacts, Organizations, leads and deals on one record, with qualify, assign, advance and win as calls every agent and app shares.
- System
- CRM
- Nouns
- 4
- Verbs
- 13
- Events
- 10
You, to your agent
Rosa booked Tuesday’s call: qualify Northgate Rentals for Leaseline and open the Deal.
curl -X POST "https:npx startup-builder do Lead.qualify --try --data '{"lead":{
"name": "do",
"arguments": {
"mode": "try",
"code": "return await $.Lead.qualify({ lead:import { $ } from 'startup-builder'
const result = await $.try.Lead.qualify({ lead: 'lead_Nr5gT1aV7k', offer: 'offer_Ls1mP4qR8v' })
Response
{
"api": "https:Try mode reads, stores nothing and spends nothingAPI referenceIts Nouns
Nouns
| Noun | What it is |
|---|---|
| Contact | A Contact is a person or Agent a startup knows by at least one address, where Consent to message them is recorded. |
| Organization | An Organization is an outside party as one startup knows it, keyed by its domain, such as an employer or a vendor. |
| Lead | A lead is a Contact who raised a hand, by joining a Waitlist, filling a Form, or replying, without accepting an offer. |
| Deal | A deal is a startup’s pursuit of one buyer’s acceptance of one or more offers, ending won or lost. |
Properties
The hub defines each Noun’s core Properties; CRM adds the ones a sale needs.
Contact
| Property | Type | What it holds | Defined by |
|---|---|---|---|
email | email | The primary email address. | The hub |
phone | string | The primary phone number. | The hub |
name | string | The name the Contact goes by. | The hub |
title | string | Their job title as they state it, refreshed by Contact.enrich. | CRM |
organization | Organization | Where they work now; a job change moves it and keeps the old one in history. | CRM |
acquisition | Acquisition | Where they came from: the Play, the site and the first touch. | CRM |
lastTouchAt | datetime | The last Message either way, so no seat writes to someone touched this week. | CRM |
Organization
| Property | Type | What it holds | Defined by |
|---|---|---|---|
name | string | The name it trades under. | The hub |
hostname | string | The web domain that keys it. | The hub |
headcount | integer | People on staff, as read by Organization.enrich; ranges stay ranges. | CRM |
fit | 'strong' | 'partial' | 'none' | Fit to your ICP, graded from the evidence, never typed in. | CRM |
evidence | string[] | The quotes and pages that show the fit, each with its URL. | CRM |
Lead
| Property | Type | What it holds | Defined by |
|---|---|---|---|
interest | text | What the lead asked for. | The hub |
status | string | One of new, working, nurture, converted, or disqualified. | The hub |
owner | worker | The Worker who answers it. | The hub |
fit | string | One of strong, partial, or none: fit to the ICP as the lead fit Policy grades it, never set by hand. | The hub |
offer | Offer | The offer the hand was raised for. | CRM |
respondBy | datetime | When the first answer is owed: 5 minutes after an inbound form in working hours. | CRM |
reason | string | Why it was disqualified or nurtured, in the buyer’s words where there are some. | CRM |
Deal
| Property | Type | What it holds | Defined by |
|---|---|---|---|
status | string | One of Open, Qualified, Proposed, Won, or Lost. | The hub |
value | money | What the deal is worth if won. | The hub |
owner | worker | The Worker who runs it. | The hub |
closesOn | date | The date the buyer expects to decide. | The hub |
statusSince | datetime | When it entered its current status, computed from its Events. | The hub |
nextStep | text | The next dated step agreed with the buyer. | The hub |
offer | Offer | The offer being bought; a second offer is a second deal. | CRM |
meetings | Meeting[] | Every call held, each with its brief and notes. | CRM |
lostReason | string | The reason the buyer gave, set by Deal.lose and read by the weekly review. | CRM |
Lifecycle
Every move names the Verb that makes it, or the Event it waits on.
Lead
| State | What it means | Moves to |
|---|---|---|
new (first) | It raised a hand, and no Worker works it yet. | working by Lead.assign; nurture by Lead.nurture; disqualified by Lead.disqualify; converted on Offer.accepted |
working | Its owner is in touch and owes the next step. | converted by Lead.qualify; converted by Lead.convert; nurture by Lead.nurture; disqualified by Lead.disqualify |
nurture | Not ready to buy: it is off its owner’s queue and hears from a Sequence until it raises a hand again. | working by Lead.assign; disqualified by Lead.disqualify |
converted | It fits an offer: a deal is open for it, or it bought on its own; the customer record carries on. | None: it ends here. |
disqualified | It fits no offer, for the reason recorded; its Contact record stays. | None: it ends here. |
Deal
| State | What it means | Moves to |
|---|---|---|
Open | A qualified lead became a deal; its owner owes the first call. | Qualified by Deal.advance; Lost by Deal.lose |
Qualified | The buyer confirmed the problem, the budget and who decides. | Proposed by Deal.propose; Lost by Deal.lose |
Proposed | A Quote is with the buyer, waiting on their yes. | Won by Deal.win; Won on Offer.accepted; Lost by Deal.lose |
Won | The Order is placed and the buyer is your customer. | None: it ends here. |
Lost | Closed with the buyer’s reason; the Contact stays. | None: it ends here. |
Verbs
| Verb | What it does | Approval |
|---|---|---|
Lead.qualify | Opens a deal for a lead that fits one of your offers, with its value and the reason it fits. | Runs on its own On each site Facebook, LinkedIn, Instagram |
Lead.assign | Gives a lead one owner seat, by round robin, territory or ICP fit, as your routing rule says. | Runs on its own |
Deal.advance | Moves a deal to its next stage once every field that stage requires is filled. | Runs on its own |
Deal.win | Closes a deal as won, places its Order and makes the buyer your customer. | Runs on its own |
Deal.lose | Closes a deal as lost, with the reason the buyer gave. | Runs on its own |
Lead.nurture | Takes a lead that is not ready to buy off its owner’s queue and onto a Sequence, until it raises a hand again. | Goes out on its own |
Lead.convert | Ends a qualified lead’s run as a lead: it opens a deal, or sends the buyer to self-serve checkout. | Runs on its own |
Lead.disqualify | Closes a lead that fits none of your offers, with the reason; its Contact and Consent stay. | Runs on its own |
Deal.assign | Gives a deal one owner, who carries its next step until it is won or lost. | Runs on its own |
Deal.propose | Sends the buyer a Quote they accept to place an Order. | Runs on its own |
Contact.enrich | Fills a Contact’s missing fields from outside sources, each value marked with where it came from. | Runs on its own |
Contact.merge | Joins a duplicate Contact into the one you keep, with every link, Message and Event. | Runs on its own |
Organization.merge | Joins a duplicate Organization into the one you keep, with its Contacts, deals and Events. | Runs on its own |
Events
| Event | Emitted by |
|---|---|
Lead.qualified | Lead.qualify |
Lead.assigned | Lead.assign |
Lead.converted | Lead.convert |
Lead.disqualified | Lead.disqualify |
Deal.advanced | Deal.advance |
Deal.proposed | Deal.propose |
Deal.won | Deal.win |
Deal.lost | Deal.lose |
Contact.enriched | Contact.enrich |
Contact.merged | Contact.merge |
A Trigger can start a Workflow on any of them, and a Watch delivers each to your endpoint, signed (Events and webhooks).
Who operates it
| Part | CRM |
|---|---|
| Accountable | Sales lead |
| Also calls its Verbs | Prospector, Sales Engineer, Success Manager |
| Seat | An agent holds each seat until you seat a person in it. |
| Asks you first | None of its Verbs: each runs within its seat’s Limits |
Integrations
Import and export
| Direction | What | How |
|---|---|---|
| Import | Contacts, Organizations and open deals from the CRM you already use | Integration.sync through the CRM you already use; the declared leader wins each field |
| Import | A spreadsheet of people | Contact.create for each row; duplicates join through Contact.merge |
| Export | Any Noun, once or on a schedule | Collection.export to a file or your warehouse |
| Export | One question, answered | Collection.query by SQL or a relationship path |
Example
A reply becomes a deal.
- Maya Chen at Cedar Hollow Rentals answers the second email: “We still track rent in a spreadsheet.”
Prospect.engagemakes her a lead, with the cold email Play as her source. Lead.assigngives the lead to the Sales lead seat; its first answer is owed within the hour.Lead.qualifychecks her against the Leaseline offer: 64 units, an owner-operator, a spreadsheet today. It opens a deal worth $1,788 a year.- She books through the link in the answer.
Meeting.bookholds Thursday at 10:00 Central, and the brief lands on the deal. - After the call,
Deal.advancemoves it to Qualified, andDeal.proposesends the Quote.