crm-toolkit

CRM Toolkit

Overview

Most CRM failures are architecture mistakes, not missing features: wrong platform for stage, Lead/Contact confusion, enrichment synced both ways, or fifteen pipeline stages nobody inspects. This skill is the anchor for CRM work in gtm-skills — selection, object model, platform blueprints, partners, and hygiene — with rollout delegated to hubspot-setup, salesforce-setup, and attio-setup.

Tool vs process: tools/crm-toolkit = config reference and blueprints. automation/crm-integration + platform setup skills = operating model and rollout.

When to Use

Request	Start here	Then load
"Which CRM should we use?"	references/crm-selection.md	saas-outcomes if bootstrap vs venture
"Contacts vs leads in Salesforce"	references/contacts-vs-leads.md	salesforce-setup
"Set up HubSpot pipeline"	references/hubspot-blueprint.md	hubspot-setup
"Set up Attio"	references/attio-blueprint.md	attio-setup
"Migrate HubSpot → Salesforce"	references/contacts-vs-leads.md + blueprints	references/implementation-partners.md
"CRM agency / SI partner"	references/implementation-partners.md	hiring-agencies
"Enrichment → CRM"	Enrichment section below	clay-toolkit, leadmagic-toolkit

Trigger phrases: "CRM toolkit", "CRM setup", "Attio setup deep", "HubSpot vs Attio", "Salesforce leads", "contact vs lead", "CRM partner", "RevOps agency CRM"

Authoritative Foundations

• Winning by Design — Bowtie. Model pre- and post-sale in CRM: not pipeline-only.
• HubSpot. Single Contact + lifecycle stages — no separate Lead object.
• Salesforce. Lead quarantine → convert → Account + Contact + Opportunity.
• Marc Benioff (Salesforce). V2MOM alignment, trust-based enterprise selling, land-and-expand in CRM, customer success as revenue function — references/benioff-enterprise-playbook.md.
• Attio. Flat objects; qualification via attributes and lists as queues.

Step-by-Step Process

Phase 1 — Operating Model (before software)

Load crm-integration if not done. Minimum:

• GTM motion defined (inbound, outbound, PLG, hybrid)
• 5–7 deal stages with Goal + Exit Criteria (pipeline-management)
• Owner per stage (SDR vs AE vs CS)
• Dedupe key: email (people), domain (companies)

Phase 2 — Platform Selection

Use references/crm-selection.md scorecard.

ARR / team	Default recommendation
<$1M ARR, founder-led	Attio or HubSpot Starter
$1–10M ARR, sales-led	HubSpot Pro
$10M+ ARR, territories	HubSpot Enterprise or Salesforce
Enterprise procurement	Salesforce

Phase 3 — Contacts vs Leads

Mandatory read: references/contacts-vs-leads.md

Platform	Model
Salesforce	Lead object optional but default for SDR + inbound quarantine
HubSpot	Lifecycle stages on Contact — never duplicate "lead" records
Attio	status on People + dynamic lists — no conversion ceremony

Phase 4 — Platform Blueprint

Platform	Blueprint	Setup skill
HubSpot	references/hubspot-blueprint.md	hubspot-setup
Salesforce	references/salesforce-blueprint.md	salesforce-setup
Attio	references/attio-blueprint.md	attio-setup

Index: references/platform-setup-index.md

Phase 5 — Enrichment Integration

One-direction: Clay / LeadMagic → CRM. Never two-way Clay ↔ CRM sync.

Event	Pattern
Contact/Person created	Webhook or workflow → enrich → write properties
Inbound form	Enrich before assignment
Quarterly hygiene	Re-verify email; refresh firmographics on Tier A accounts

Skills: leadmagic-toolkit (verify), clay-toolkit (waterfall), n8n-toolkit (routing).

Phase 6 — Implementation Partners

If estimated config > 40 hours or Salesforce net-new:

1. Document process (pipeline-management, crm-integration)
2. Read references/implementation-partners.md
3. Run 90-day pilot with scorecard (hiring-agencies)

Phase 7 — Enterprise Motion (Salesforce / land-expand)

When enterprise or NRR-led growth is the motion, load references/benioff-enterprise-playbook.md:

• V2MOM cascade from company vision → GTM measures (gtm-leadership)
• Land opp + expansion opps on same Account (templates/land-expand-account-plan.md)
• CS health, renewal, and success criteria in CRM — not pipeline-only

Phase 8 — Data Hygiene

Rule	Implementation
No person without email	Required field / validation
No open deal without amount + close date	Stage validation
Duplicate detection	Email match; domain for companies
Stale deals	60d same stage → task or auto-close policy
Enrich on create	Default for all inbound

Platform Comparison (Summary)

	HubSpot	Salesforce	Attio
Best for	SMB–mid market, marketing+sales	Enterprise, complex GTM	Startups, API-first, PLG assist
Lead model	Lifecycle on Contact	Lead → convert	status + lists
Admin load	Low–medium	High	Low
Marketing	Native	Separate clouds	External / webhooks
Implementation	Partner optional	Partner required	Self-serve + contractor

Full matrix: references/crm-selection.md

Output Format

Deliver based on request:

• CRM selection memo: Scorecard + recommendation + 12-month path
• Object model doc: Contacts vs leads decision with field map
• Blueprint package: Stages, properties, workflows for chosen platform
• Migration plan: Source → target mapping, hygiene gates, parallel run
• Partner RFP: Scope from references/implementation-partners.md checklist

Quality Check

• Platform choice tied to ARR, motion, and admin capacity
• Contacts vs leads documented — no hybrid confusion
• 5–7 stages with exit criteria
• Enrichment one-direction into CRM
• Partner engagement only if process documented
• Setup skill named for rollout (hubspot-setup, etc.)

Common Pitfalls

1. Salesforce Leads in HubSpot. HubSpot uses lifecycle — don't create parallel objects.
2. CRM before process. Stages undefined → reps invent their own. Fix pipeline-management first.
3. Two-way Clay sync. Conflicts and overwritten fields. One-way push only.
4. Salesforce at $500K ARR. Admin tax without RevOps owner. Use Attio/HubSpot until $5M+.
5. Agency without playbook. Partners configure chaos faster. Document first.

Execution Artifacts

| references/framework-notes.md | Framework anchors | | templates/output-template.md | Deliverable structure | | scripts/check-output.py | Section validator |

File	Use
references/crm-selection.md	HubSpot vs Salesforce vs Attio
references/contacts-vs-leads.md	Lead/Contact architecture
references/hubspot-blueprint.md	HubSpot fields + workflows
references/salesforce-blueprint.md	SF objects + Lead convert
references/attio-blueprint.md	Attio lists + status model
references/implementation-partners.md	SIs, RevOps agencies, RFP
references/platform-setup-index.md	Skill routing table
references/benioff-enterprise-playbook.md	V2MOM, trust, land-expand, CS in CRM
templates/land-expand-account-plan.md	Account expansion whitespace

Related Skills

• crm-integration — lifecycle, field ownership, sync rules
• hubspot-setup / salesforce-setup / attio-setup — rollout
• pipeline-management — stage design
• hiring-agencies — agency pilot for RevOps/CRM
• saas-outcomes — bootstrap vs venture; CRM tier by path
• revops-tech-stack — full GTM stack context