CRM & Sales
Track every deal from first contact to signed client — all in one connected system.
The CRM section is your sales command center — track prospects, manage deals, log every interaction, and move companies through your pipeline until they become clients.
What's included
The CRM section has five pages:
Sales Pipeline
Kanban board for managing active deals day to day
Sales Dashboard
Charts and KPIs for reviewing pipeline health and team performance
Contacts
Directory of every person you work with, linked to their company
Companies
Every lead, client, and past relationship in one list
Interactions
A chronological log of every call, email, meeting, and note
CRM vs Clients: The CRM section covers prospects and the sales process. Once a company becomes a client, their record moves to the Clients section — where active project work and invoicing happen. It's one connected system; the data flows automatically.
Sales Pipeline
The Sales Pipeline is where deals get worked. It opens in a Kanban board view so you can see every active deal at a glance and drag cards as they progress.
Page subtitle: "Track every deal from first contact to closed — filter by owner, stage, or company."
Deals in Pipeline (default tab) — Kanban view
The board has six stages running left to right:
NEW LEAD → DISCOVERY → QUALIFIED → PROPOSAL SENT → NEGOTIATION → CLOSED-WON / CLOSED-LOST
Each column shows:
Stage name
Number of deals in that stage
Total dollar value of deals at that stage
Each deal card shows:
Deal name (format: "Company — Deal Description", e.g. "Greenline — Leadership Comms Program")
Value
Owner
Company (linked)
Filters at the top let you narrow by Owner, Expected Close Date, or Company — useful for sales leads reviewing their own pipeline or managers checking in on a specific account.
Use the + New Deal button (top right) to create a deal directly from the board.
All Deals (tab 2) — Table view
The All Deals tab shows every deal, including closed ones, in a table grouped by status. Columns include:
DEAL · COMPANY · STATUS · VALUE · OWNER · EXPECTED CLOSE DATE · PRIORITY
Status and Priority are displayed as coloured badges for quick scanning:
Status: New Lead (pink), Discovery (blue), Qualified (green), Proposal Sent (pink), Negotiation (yellow), Closed-Won (green), Closed-Lost (red)
Priority: High (pink), Medium (yellow), Low (green)
Use the Search bar and Owner filter to narrow the view.
Sales Dashboard
The Sales Dashboard is your analytical view — step back from individual deals and see how the pipeline is performing as a whole.
Page subtitle: "Track your active pipeline, monitor deal progress and review your team's sales performance."
Active Pipeline (default tab)
Four KPI stat cards give you an instant snapshot:
Open Deals — number of deals currently active
Closing This Month — deals with an expected close date this month
Pipeline Value — total dollar value of all active deals
Avg Deal Value — average value across open deals
Below the KPIs, a Pipeline Value by Stage bar chart shows how much revenue sits at each stage. This is useful for spotting where deals are getting stuck.
At the bottom, the Closing This Month table lists every deal expected to close this month — with Company, Value, Status, Owner, and Expected Close Date.
Filters: Owner, Expected Close Date.
Sales Performance (tab 2)
Three KPI stat cards cover closed outcomes:
Won Revenue — total value of Closed-Won deals
Deals Won — count
Deals Lost — count
Charts include:
Revenue by Owner — bar chart showing won revenue per team member
Closed Won Deals — table with totals
Closed Lost Deals — table including a Lost Reason column, so you can learn from what didn't work
Filters: Owner, Expected Close Date.
Contacts
The Contacts page is your directory of every individual you work with — prospects, client contacts, and key stakeholders — each linked to their company.
Page subtitle: "Everyone you're working with — linked to their company and deal."
Table columns: NAME · COMPANY · TITLE · EMAIL · LINKEDIN · LAST INTERACTION
Filters: Search bar and Company dropdown.
Use the + New Contact button to add a contact. When logging an Interaction or creating a Deal, you link contacts directly — no duplication needed.
From prospect to portal user: When a company converts to a client, their contacts can be given access to the Client Portal. They'll see project progress and invoices without ever seeing your internal data.
Companies
Companies is the single list that holds every organisation you have a relationship with — leads you're pursuing, active clients, past clients, and lost opportunities.
Page subtitle: "Leads, clients, and past relationships — all in one place."
Table columns: STATUS · COMPANY · INDUSTRY · SIZE · OWNER · LAST INTERACTION
Status is shown as coloured badges:
Lead (blue) — actively pursuing
Client (teal) — active relationship, work in progress
Past Client (grey) — previously engaged, relationship warm
Lost (red) — no longer pursuing
Filters: Search, Owner, Industry, Status.
Use the + New Company button to add a company. Start here before creating a deal — the company record anchors everything.
Company record
Each company record has two tabs:
Details tab:
Company Details: Owner, Industry, Size, HQ Address, Website, LinkedIn, Notes
Associated Contacts: inline list of linked contacts with a + New Contact button
Activity tab:
Interaction History: every logged call, email, meeting, and note with this company
Deals: all associated deals and their current status
At the top of the record, a status tracker shows the lifecycle at a glance: Lead → Client → Past Client → Lost
The current stage is highlighted in teal.
Moving a company through the lifecycle
When you win a deal, update the Company Status to "Client" — the company immediately appears in the Clients section with a full 5-tab client record ready to use. No duplication, no re-entry. One record, two views.
Interactions
Interactions is the chronological log of every communication with your prospects and clients — calls, emails, meetings, and notes — all in one place.
Page subtitle: "Every call, email, and meeting is logged in one place."
Table columns: TYPE · SUBJECT · DEAL · COMPANY · DATE · OWNER · CONTACT
Type is shown as coloured badges: Call (grey) · Email (teal) · Meeting (green) · Note (pink)
Filters: Search, Type, Owner, Company.
The + Log Interaction button (top right) opens a quick-entry form. Fill in:
Type (Call / Email / Meeting / Note)
Subject
Company and Contact
Deal (if applicable)
Summary and Next Steps
The list is flat and chronological — most recent at the top. Use filters to zoom in on a specific company or deal.
Meetings are logged as Interactions. Use Type = Meeting to log meeting notes directly in the CRM. For calendar sync, connect Agency OS to Google Calendar or Outlook via Make or Zapier — meeting records will create automatically. See Customising Your Agency OS for setup details.
Key fields and concepts
Company
Deals, Contacts, Interactions
Universal link — replaces "Account" everywhere
Status
Companies
Tracks lifecycle: Lead → Client → Past Client → Lost
Stage
Deals (Sales Pipeline)
Tracks deal progress: New Lead → … → Closed-Won / Lost
Priority
Deals
High / Medium / Low — helps focus daily sales effort
Lost Reason
Deals (Closed-Lost)
Captures why deals were lost — improves future pitches
Source
Interactions
Manual / Auto-Pipeline / Auto-Gmail / Auto-Calendar
Next Steps
Interactions
What needs to happen after this touchpoint
Make it yours
Agency OS ships with a pipeline that works for most agencies on Day 1. When you're ready to tailor it:
Change pipeline stages: In Build Mode, go to the Deals table → Stage field → edit the options to match your sales process. Add a "Contract Review" stage or rename "Qualified" to something that fits your language.
Add custom fields: Track lead source, service interest, budget range, or ideal client fit score directly on the Company or Deal record — no code needed.
Automate follow-ups: Use Noloco's Slack integration to notify your team when a deal reaches Proposal Sent, or connect via Zapier/Make to auto-log Gmail and Google Calendar activity as Interactions.
See Customising Your Agency OS for the full list of integrations and extensions.
Tips
Log interactions immediately. A brief note logged now ("Sent proposal — awaiting sign-off") is worth more than a detailed entry written three days later. It keeps your pipeline accurate and your team informed.
Use the Sales Dashboard for your Monday review. Check Active Pipeline KPIs, spot deals that haven't moved, and identify what's closing this month — all in one page.
Keep Lost Reasons honest. The Closed Lost Deals table on the Sales Performance tab shows Lost Reason for every lost deal. Over time this becomes your best source of product and process feedback.
Use "Note" interactions freely. Not every touchpoint is a call or email. Log a LinkedIn message, a conference conversation, or a referral context as a Note — it builds a richer history.
What's next?
Once a company converts from Lead to Client, head to Managing Clients to see how the client record is structured and how to kick off project delivery.
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