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From prospect to close: how your CRM works

Updated 2026-07-13

In two lines: the CRM connects your campaigns with your sales. Every inquiry comes in on its own as a prospect, you convert it into a deal that moves through your funnel, and when you close it you see which campaign it came from. Marketing and sales, in a single platform.

What is a lead's journey through the CRM?

The whole module revolves around a single cycle. Understanding it organizes your daily use:

  • A prospect comes in. A web form, an ad or WhatsApp generates an inquiry. It enters the Prospect inbox on its own, with its source (which campaign it came from).
  • You convert it into a deal. You review the prospect and, with one click, convert it into a deal inside a funnel.
  • It moves through the funnel. The deal passes through the stages of your sales process (for example: contact → proposal → negotiation → close), dragging it across the board.
  • You work it. Each deal keeps the full history: email, calls and WhatsApp in one place. You log activities and schedule follow-ups.
  • It closes as a sale. When you win the deal, the CRM connects it with the campaign that originated it and you see the real revenue by channel.

The module's goal is that no follow-up slips through and that you know which marketing investment brings real sales.

Where is each thing?

The CRM section of the menu groups the whole module. These are the areas you'll use most:

  • Prospects — the inbox where new inquiries arrive before you convert them into deals.
  • Pipelines — your funnels and their stages. Here you define your sales process.
  • Deals — the open opportunities, with their history and value.
  • Activities — your agenda of tasks, calls and meetings, by day or by calendar.
  • Performance — the reports: conversion funnel, revenue by channel and attribution (which campaign brought each sale).
  • Settings — where you define pipelines, lead sources, assignment rules and AI scoring.
Before loading your first deal it's worth having your funnel ready. Start with Build your sales funnel: pipelines, stages and quoting.

How are leads distributed across the team?

You don't have to assign each inquiry by hand. Each lead source (a form, a campaign, a channel) points to a Pipeline and an Initial stage, and defines how what comes in through it is distributed. You configure this in CRM > Settings, in the assignment rules. You have several methods:

  • Round robin — they are distributed evenly, in rotation, among all salespeople.
  • Weighted round robin — like round robin, but each salesperson receives a proportion according to their weight (useful if someone works part-time).
  • By capacity — the lead goes to the salesperson with the fewest open deals, respecting a maximum.
  • By territory — based on the lead's country or region, it goes to the salesperson who covers that territory.
  • By source — that source's assignment is handled with Special rules (for example, sending everything from a campaign to a fixed person).

From that moment on, each prospect comes in already with an owner and the person is notified that they have a new lead.

For someone to receive leads, they must first be a member of the account and have access to the CRM. How to add them: Add your sales team to the CRM.

What do I need to start using it?

The CRM works as soon as you go in, but it pays off much more with three things configured:

For a person on your team to work in the CRM, they must first be a member of the account. Then they are given CRM access and, if applicable, marked as a CRM Admin (manages salespeople and configures the module, without being a workspace admin).

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it directly about what you see on screen.