CRM Module - ERPNext

Overview

The CRM module helps you manage the entire customer lifecycle from lead generation to conversion. It provides tools for lead management, opportunity tracking, campaign management, and sales pipeline analysis.

Key Features

Lead Management

Capture and nurture potential customers:

Lead Capture

Web forms
Email integration
Manual entry
Import from spreadsheet

Lead Qualification

Qualification status
Lead scoring
Auto-assignment
Conversion tracking

Core Doctypes

Lead

Potential customers who have shown interest.

# From lead.py
class Lead(SellingController, CRMNote):
    status: Literal[
        "Lead",
        "Open",
        "Replied",
        "Opportunity",
        "Quotation",
        "Lost Quotation",
        "Interested",
        "Converted",
        "Do Not Contact"
    ]
    qualification_status: Literal[
        "Unqualified",
        "In Process",
        "Qualified"
    ]

Lead Information:

Contact details (name, email, phone)
Company information
Lead source and campaign
Territory and market segment
Qualification status
Notes and communication history

Lead Conversion:

Convert to Customer
Convert to Opportunity
Convert to Quotation
Automatic linking of related documents

Leads can be automatically captured from your website using web forms.

Opportunity

Qualified sales opportunities with potential revenue.Opportunity Features:

Link to customer or lead
Opportunity amount
Probability of winning
Expected closing date
Sales stage tracking
Competitor information
Items/products of interest
Lost reason (if unsuccessful)

Sales Stages:

Prospecting
Qualification
Needs Analysis
Value Proposition
Negotiation
Closed Won/Lost

Conversion:

Create quotation from opportunity
Track quotation status
Link to sales orders

Customer

Converted leads who have made purchases.Customer Details:

Basic information
Customer group
Territory
Credit limit and payment terms
Primary contact
Multiple addresses
Loyalty program
Customer portal access

Customer Segmentation:

By geography (territory)
By industry (customer group)
By market segment
By size/revenue

Prospect

A middle stage between lead and customer for B2B scenarios.Features:

Link multiple leads
Link multiple opportunities
Company-level tracking
Organization hierarchy
Decision maker identification

Campaign Management

Plan and track marketing campaigns:

Campaign Setup

Create Campaign

Define campaign name, start/end date, and budget

Set Target Audience

Define lead sources and expected leads

Execute Campaign

Email campaigns, events, advertisements

Track Results

Monitor leads generated and conversion rate

Email Campaigns

Automate email outreach:

Email templates: Reusable email content
Email scheduling: Send at optimal times
Unsubscribe handling: Respect opt-outs
Campaign tracking: Open and click rates
Lead scoring: Based on engagement

Link leads to campaigns to track which marketing efforts generate the best results.

Appointment Booking

Schedule meetings with prospects:

Appointment Features

Online booking: Customers book via website
Availability slots: Define available time slots
Email confirmation: Automatic notifications
Calendar integration: Sync with user calendar
Lead creation: Auto-create lead from appointment

Appointment Settings

Scheduling

Available days and times
Appointment duration
Advance booking period
Number of agents

Notifications

Confirmation emails
Reminder emails
Success message
Email templates

Sales Pipeline

Visualize and manage your sales process:

Pipeline View

Kanban board: Drag and drop opportunities
Stage-wise grouping: See opportunities by stage
Value summary: Total pipeline value
Probability weighting: Expected revenue calculation

Pipeline Metrics

# Key metrics
Pipeline Value = Sum of all opportunity amounts
Weighted Value = Sum of (opportunity amount × probability)
Average Deal Size = Total Value / Number of Opportunities
Conversion Rate = Won Opportunities / Total Opportunities
Average Sales Cycle = Average days from creation to close

Sales Stage Management

Define your sales process: Standard Sales Stages:

Prospecting: Initial contact
Qualification: Assess fit and need
Needs Analysis: Understand requirements
Proposal: Present solution
Negotiation: Discuss terms
Closed Won: Deal successful
Closed Lost: Deal unsuccessful

Customize sales stages to match your specific sales process.

Contract Management

Manage customer contracts:

Contract Features

Contract Details

Contract start and end dates
Signatory information
Contract value
Terms and conditions
Fulfillment checklist
Auto-renewal settings
Signed contract attachment

Contract Tracking

Status (Unsigned, Active, Inactive)
Expiry alerts
Renewal reminders
Amendment tracking
Linked sales orders/invoices

Contract Templates

Standardize contract creation:

Pre-defined terms and conditions
Fulfilment checklist templates
Standard clauses
Quick contract generation

CRM Reports and Analytics

Sales Pipeline Analytics

Analyze sales pipeline health:

Stage-wise opportunity distribution
Pipeline value trends
Conversion rates by stage
Average time in each stage
Win/loss ratio

Lead Conversion Analysis

Track lead effectiveness:

Lead-to-opportunity conversion
Opportunity-to-quotation conversion
Quotation-to-order conversion
Overall lead-to-customer conversion
Average conversion time

Campaign Efficiency

Measure campaign ROI:

Leads generated per campaign
Cost per lead
Conversion rate by campaign
Revenue attributed to campaign
Campaign ROI calculation

Lost Opportunity Report

Understand why deals are lost:

Lost reasons breakdown
Competitor analysis
Lost opportunity trends
Value of lost opportunities

Lead Owner Efficiency

Track sales team performance:

Leads by owner
Conversion rates
Average response time
Revenue per owner
Activity metrics

Lead Sources

Track where leads come from: Common Lead Sources:

Website
Campaign
Email inquiry
Cold calling
Exhibition
Customer referral
Partner referral
Walk-in
Social media

UTM Tracking

Capture marketing attribution:

utm_source: Referring site (google, facebook)
utm_medium: Marketing medium (cpc, email, social)
utm_campaign: Campaign name
utm_content: Ad variation

Use UTM parameters in your marketing links to automatically track lead sources in ERPNext.

Communication Tracking

Maintain complete communication history: Features:

Email integration
Email threading
Send emails from ERPNext
Link emails to leads/opportunities
Communication timeline
Attachment tracking

Notes and Activities

Track interactions and next steps:

CRM Notes

Add notes to leads, opportunities, customers
Private or shared notes
Activity logging
Follow-up reminders

Task Integration

Create tasks from CRM records
Set follow-up tasks
Task assignment
Due date tracking

Competitor Tracking

Monitor competitive landscape: Competitor Information:

Competitor name and website
Products/services offered
Strengths and weaknesses
Lost opportunities to competitor
Win rate against competitor

Market Segment

Segment your target market: Examples:

Small Business
Mid-Market
Enterprise
Government
Non-profit

Use Cases:

Targeted marketing
Custom pricing
Specialized offerings
Sales strategy alignment

CRM Settings

Configure CRM behavior:

Setting	Description
Default Lead Status	Initial status for new leads
Close Opportunity After	Days to auto-close stale opportunities
Auto Creation of Contact	Auto-create contact from lead
Campaign Naming	Auto-naming series

Sales Funnel

Visualize conversion rates: Funnel Metrics:

Lead to opportunity: 40%
Opportunity to quotation: 62.5%
Quotation to order: 60%
Overall conversion: 15%

CRM Workflow

Standard Lead-to-Customer Flow

Lead Capture

Capture lead from website, campaign, or manual entry

Lead Qualification

Assess lead quality and mark as qualified

Create Opportunity

Convert qualified lead to sales opportunity

Send Quotation

Prepare and send quotation

Follow Up

Track communication and follow up

Close Deal

Convert to sales order and customer

First Response Time

Track how quickly leads are contacted:

First Response Time: Time from lead creation to first communication
Target SLA: Set target response time
Performance tracking: Monitor team response times
Alerts: Notify on SLA breach

Fast response times significantly improve lead conversion rates.

Integration Features

Email Integration

Auto-create leads from emails
Link communications to records
Email templates
Bulk email campaigns

Calendar Integration

Sync appointments
Meeting scheduling
Reminder notifications

Website Integration

Lead capture forms
Appointment booking
Customer portal
Quotation acceptance

The CRM module provides a complete view of your sales pipeline and helps you track every interaction with prospects and customers.

Getting Started

Core Modules

Setup & Configuration

Features

​Overview

​Key Features

​Lead Management

Lead Capture

Lead Qualification

​Core Doctypes

​Campaign Management

​Campaign Setup

​Email Campaigns

​Appointment Booking

​Appointment Features

​Appointment Settings

Scheduling

Notifications

​Sales Pipeline

​Pipeline View

​Pipeline Metrics

​Sales Stage Management

​Contract Management

​Contract Features

​Contract Templates

​CRM Reports and Analytics

​Lead Sources

​UTM Tracking

​Communication Tracking

​Notes and Activities

​CRM Notes

​Task Integration

​Competitor Tracking

​Market Segment

​CRM Settings

​Sales Funnel

​CRM Workflow

​Standard Lead-to-Customer Flow

​First Response Time

​Integration Features

​Email Integration

​Calendar Integration

​Website Integration

Build docs developers (and LLMs) love

Overview

Key Features

Lead Management

Core Doctypes

Campaign Management

Campaign Setup

Email Campaigns

Appointment Booking

Appointment Features

Appointment Settings

Sales Pipeline

Pipeline View

Pipeline Metrics

Sales Stage Management

Contract Management

Contract Features

Contract Templates

CRM Reports and Analytics

Lead Sources

UTM Tracking

Communication Tracking

Notes and Activities

CRM Notes

Task Integration

Competitor Tracking

Market Segment

CRM Settings

Sales Funnel

CRM Workflow

Standard Lead-to-Customer Flow

First Response Time

Integration Features

Email Integration

Calendar Integration

Website Integration