> For the complete documentation index, see [llms.txt](https://guides.noloco.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://guides.noloco.io/solutions/agency-os/crm-and-sales.md). # CRM & Sales > 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: | Page | What it does | | ------------------- | ------------------------------------------------------------------ | | **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 | {% hint style="info" %} **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. {% endhint %} *** ## 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. {% hint style="info" %} **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. {% endhint %} *** ## 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. {% hint style="info" %} **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](/solutions/agency-os/customizing-your-agency-os.md) for setup details. {% endhint %} *** ## Key fields and concepts | Field | Where | What it does | | --------------- | ----------------------------- | ------------------------------------------------------ | | **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](/solutions/agency-os/customizing-your-agency-os.md) 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](/solutions/agency-os/managing-clients.md) to see how the client record is structured and how to kick off project delivery. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://guides.noloco.io/solutions/agency-os/crm-and-sales.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.