CRM
XBuddy CRM gives your sales and revenue teams a single, connected view of every customer relationship — from the first inbound lead to a signed, e-signed contract and the invoice it generates. It is built for B2B teams that need visibility across the whole pipeline and want their sales data to flow automatically into Finance, Documents, and Communications, instead of living in spreadsheets that go stale the moment someone forgets to update them.
Who uses it: sales reps working their pipeline day to day, sales managers forecasting revenue and coaching their team, customer success owners tracking renewals and support challenges on top accounts, and marketing users analyzing which channels bring the best leads. Everything a rep logs — a call, an email, a meeting, a note — lands on the contact, the account, and the deal timeline at the same time, so the whole team always has the full context without having to ask “did anyone talk to this customer recently?”
In the App Switcher and the App Marketplace, this module is labeled “Customer 360” to emphasize the unified customer view it provides. It is the same CRM application described on this page.
Before you start
Prerequisites
| You need | Why | Where to set it up |
|---|---|---|
| The CRM module enabled on your subscription | The whole app is module-gated; without it the nav entry is hidden | Settings → Subscription |
| At least one pipeline stage set | Leads and deals cannot be created without an open stage to land in | Settings → CRM Stages (see Pipeline stages) |
| A sales owner (a user with a CRM role) | Every lead, deal, and contact carries an owner; data scope is calculated from it | Settings → Users |
| Optional: Finance, Sales, Documents modules | Only needed for the downstream hops — invoicing, quotations, contract storage | Settings → Subscription |
Permissions that unlock each area
CRM is not gated by one permission. Each area has its own key, so you can give a marketing analyst channel reports without giving them the deal pipeline.
| Permission | Unlocks |
|---|---|
contacts:read | The CRM overview, contact list, account list, segments, and channel analytics. This is the baseline key — without it most of the app is invisible. |
contacts:write | Creating and editing contacts and accounts, plus the duplicate-merge workspace |
contacts:delete | Deleting contacts |
contacts:export | CSV export from the contact list and channel analytics |
contacts:segment | Creating and refreshing segments |
leads:read / leads:write / leads:delete | The lead pipeline, pipeline analytics, and the lead widgets on the overview |
deals:read / deals:write / deals:delete | The deal pipeline, deal detail, and the revenue forecast |
deals:approve | Approving high-value deals, and seeing all deals across the team |
renewals:read / renewals:write | Service renewals list and detail |
win-loss:read | Win/loss analysis only — grant this without granting deal access if you want a coach who reviews outcomes but not live pipeline |
contracts:read / contracts:write | CRM contract records |
crm:admin | CRM settings, the AI hub, and workflow rules |
⚠️
Permission checks are AND, not OR. A screen that requires two keys needs both. The most common surprise: the deal forecast is gated on deals:read, not on a separate forecasting key — a manager who can see the forecast can also open every deal behind it.
Which records you see
Holding a permission decides whether a screen opens. Data scope decides which rows it shows, and it is set per role.
| Scope resource | Ownership is read from | Set where |
|---|---|---|
contacts | The contact’s assigned owner | Settings → Roles → Data scope |
leads | The lead owner, or whoever created it | ″ |
deals | The deal owner, or whoever created it | ″ |
contracts | The assigned owner, or the creator | ″ |
A rep on own scope sees only records they own or created. A manager on team scope also sees everyone reporting to them. All removes the filter. The scope applies to lists, detail pages, and the numbers on the overview dashboard alike — so two people can open the same forecast and see different totals, and both are correct.
Key Features
- Contact and account (company) management with custom fields, tags, owner assignment, and automatic de-duplication
- Visual lead pipeline with drag-and-drop Kanban stages and configurable lead scoring
- Deals with weighted revenue forecasting, pipeline analytics, and win/loss tracking
- Contract authoring from reusable templates plus e-signature request and status tracking
- Service (subscription/contract) renewal tracking with risk flags and support-challenge logging
- Customer segments and dynamic lists driven by smart filters, reusable across CRM and Marketing
- Channel Analytics attributing leads and closed-won revenue back to their marketing source
- Activity timeline: calls, emails, meetings, and notes unified per contact/account/deal
- Email & chat sync so external conversations log themselves automatically
- One-click hand-off to Sales (quote) and Finance (invoice) when a deal is won
- Configurable pipeline stages for both Leads and Deals, matched to your own sales process
- Data-scope permissions (own / team / all) so reps see only what they should
- Built-in AI Hub with Lead Qualifier, Sales Coach, and CS Guardian assistants, plus a workflow automation builder
Screen map
Every screen in the app, what it is for, and the permission that opens it. Routes are shown without the locale prefix — the real URL is /en/crm/... or /vi/crm/....
Contacts & accounts
| Screen | Route | What it is for | Permission |
|---|---|---|---|
| Overview | /crm | Lead funnel and deal kanban on one dashboard; move a stage, approve, or mark won/lost inline | contacts:read |
| Contacts | /crm/contacts | Master list of people, with bulk actions, import and export | contacts:read |
| New contact | /crm/contacts/new | Create a person | contacts:write |
| Contact detail | /crm/contacts/:id | The 360° view — 12 tabs, see below | contacts:read |
| Duplicates | /crm/contacts/duplicates | Suspected duplicate pairs, side-by-side compare, merge | contacts:write |
| Accounts | /crm/accounts | Master list of organizations | contacts:read |
| New account | /crm/accounts/new | Create an organization | contacts:write |
| Account detail | /crm/accounts/:id | Company 360° — 12 tabs, see below | contacts:read |
| Segments | /crm/segments | Dynamic and static contact groups | contacts:read |
| New segment | /crm/segments/new | Segment rule builder | contacts:segment |
| Segment detail | /crm/segments/:id | Members, refresh, edit rules | contacts:read |
Person and organization are one table, two screens. If you open a contact whose type is organization, XBuddy redirects you to /crm/accounts/:id — the account screen is the canonical view for companies. Likewise /crm/contacts/new?type=organization redirects to /crm/accounts/new. You never need to pick the “right” URL; the app corrects it.
Pipeline
| Screen | Route | What it is for | Permission |
|---|---|---|---|
| Leads | /crm/leads | Lead list and Kanban | leads:read |
| New lead | /crm/leads/new | Create a lead | leads:write |
| Lead detail | /crm/leads/:id | 7 tabs — overview, products, AI insights, campaigns, automation, activity, tasks | leads:read |
| Deals | /crm/deals | Deal list and Kanban | deals:read |
| New deal | /crm/deals/new | Create a deal | deals:write |
| Deal detail | /crm/deals/:id | 7 tabs — see below | deals:read |
| Service renewals | /crm/service-renewals | Renewal pipeline, shared with Customer Success | renewals:read |
| New renewal | /crm/service-renewals/new | Create a renewal | renewals:write |
| Renewal detail | /crm/service-renewals/:id | Renewal record and risk | renewals:read |
Contracts
| Screen | Route | What it is for | Permission |
|---|---|---|---|
| Contracts | /crm/contracts | Redirects to the Contract Management hub — CRM does not render its own contract list | — |
| New contract | /crm/contracts/new | Create a CRM contract | contracts:write |
| Contract detail | /crm/contracts/:id | Terms, review, approve, e-signature status | contracts:read |
| Templates | /crm/contracts/templates | Reusable contract blueprints | contracts:read |
Analytics & administration
| Screen | Route | What it is for | Permission |
|---|---|---|---|
| Channel analytics | /crm/analytics | Attribution by source: which channels close, not just which fill the funnel | contacts:read |
| Pipeline analytics | /crm/analytics/pipeline | Funnel and stage-conversion for leads | leads:read |
| Forecast | /crm/analytics/forecast | Weighted and commit revenue forecast | deals:read |
| Win/loss | /crm/analytics/win-loss | Outcome analysis by reason, owner, segment | win-loss:read |
| Reports | /crm/reports | Customer analysis hub with CSV export | contacts:read |
| AI hub | /crm/automation/agents | Run and review CRM AI assistants | crm:admin |
| Workflows | /crm/automation/workflows | CRM automation rules | crm:admin |
| Settings | /crm/settings | Custom fields, scoring, module configuration | settings:read or crm:admin |
Important features
Full feature reference
| Nav item | What it does |
|---|---|
| Overview | Landing dashboard with pipeline KPIs, deal value, activity counts, and a chart of pipeline by stage. Starting point for the whole app. |
| Contacts | Master list of individual people. Create, edit, tag, assign owners, add custom fields, and view a full activity timeline per contact. |
| Accounts | Companies/organizations that contacts belong to. Roll up all contacts, deals, and contracts for a single account in one view. |
| Segments | Dynamic groups of contacts defined by filter rules (industry, region, activity). Members update automatically as data changes. |
| Contact Duplicates | De-duplication workspace listing suspected duplicate contact pairs with a side-by-side compare and one-click Merge that preserves history. |
| Channel Analytics | Attribution report mapping leads and won revenue to their originating marketing channel; shows conversion rate and cost efficiency per source. |
| Leads | Inbound/prospect pipeline shown as a drag-and-drop Kanban. Includes lead scoring, stage tracking, and conversion to Deal/Account/Contact. |
| Deals | Opportunity pipeline with amounts, probability, and expected close dates. Powers the weighted revenue forecast and win/loss reporting. |
| Service Renewals | Upcoming renewal tracking for recurring service/contract deals, with risk severity and logged support challenges. Shared record with Customer Success. |
| Pipeline Analytics | Funnel and stage-conversion analysis for the lead pipeline — where leads enter, stall, and drop out. |
| Pipeline Forecast | Weighted revenue forecast rolled up from open deals, filterable by owner, stage, and expected close period. |
| Win/Loss Analysis | Breakdown of closed deals by outcome, reason, owner, and segment — the source for coaching conversations on what’s working. |
| Reports | CRM reporting hub: customer analysis, activity volume, and revenue by owner/stage/period with CSV export. |
| Contracts | Formal agreements generated from templates. Stores contract terms, links to the source deal, and tracks e-signature status. |
| Contract Templates | Reusable contract blueprints with merge fields so a compliant contract can be generated in seconds from any deal or account. |
| AI Hub | Central place to run CRM AI assistants (Lead Qualifier, Sales Coach, CS Guardian) and review their suggestions. |
| Workflows | Automation builder for CRM events — e.g. auto-assign new leads, send follow-up reminders, or notify a manager when a big deal moves stage. |
| Settings | Configure custom fields, pipeline stages, lead-scoring rules, permissions/data scope, and CRM-specific master data. |
Integration points
| Connects to | How the data flows |
|---|---|
| Finance | Winning a deal lets you generate a customer invoice with the amount, contact, and account pre-filled. Contract value feeds AR forecasting. |
| Sales | A deal can generate a quotation; accepted quotes become sales orders, keeping the CRM opportunity linked to the fulfilling document through the whole order-to-cash chain. |
| Documents | Contracts and attachments are stored and versioned in Documents, and appear in the CRM record’s document chain for full traceability. |
| Calendar | Meetings booked against a contact/deal appear on both the Calendar app and the CRM activity timeline. |
| Communications | Connected email and chat channels sync inbound/outbound messages onto the matching contact automatically. |
| Customer Success | Service Renewals share the same underlying record with CS renewals; CRM shows the commercial owner’s view while CS runs health scoring and retention playbooks. |
| Signatures | Contract e-signature requests are routed through the platform’s signature workflow, with status changes reflected back on the contract. |
Related AI agents
| Agent | What it does |
|---|---|
| Lead Qualifier | Scores and prioritizes new leads, proposes the next best action, and flags leads worth immediate follow-up. |
| Sales Coach | Reviews open deals and quotes, spots stalled opportunities, and suggests coaching actions to move deals toward close. |
| CS Guardian | Watches accounts for churn risk and renewal timing, surfacing retention actions before customers slip away. |
In this guide
Contact & Account managementLead pipeline (Kanban + scoring)Lead funnel & handoffDeals & forecastingDeal approvals & activitiesContracts + e-signatureService renewalsSegments & listsChannel AnalyticsPipeline stages are configuration, not codeWorkflows & examplesPermissions & settingsLimits, troubleshooting & FAQ