It is an agency's sales pipeline, built on the same company records the rest of the product already uses. A company you are chasing and a client you run three brands for are the same record at two different points of its life, so winning a deal never means typing the same details in twice.
One record, four moments
Most agencies end up with two lists of companies. One lives in the CRM and one lives in the tool where the work happens, and from the day the contract is signed the two start telling different stories: a phone number updated here, a legal name corrected there, and nobody knows which one is right.
There are no two lists here. The company in the CRM is the same record as the client you invoice later, and the only thing that changes between one moment and the next is where in its life it stands.
| Moment | What it means | What it can already have |
|---|---|---|
| Lead | It is in the CRM and nothing is open yet | Notes, calls and meetings |
| Prospect | It has an open deal, with an amount and a stage | Plus briefs, quotes and contracts |
| Client | It won a deal, accepted a quote, or already has a brand | Plus brands, the portal, approvals and a subscription |
| Former | It left, and that step is one you mark by hand | Its whole history, nothing deleted |
Moving from one to the next happens on its own and is written into the timeline, and you can force it by hand when reality does not match the rule. What never happens is a fresh record with the same details in it: briefs, quotes, contracts and meetings accept any moment, while brands, the portal and approvals wait until the company is genuinely a client.
A lead and a prospect do not appear in the app's client switcher. Somebody sitting down to work in the morning sees the companies they actually deliver something for, and the rest stay in the CRM until they stop being a conversation and turn into work.
The pipeline, with your own stages
Stages are not a list fixed in the code, they are rows you create, each with its probability, its colour and its position. The pipeline that ships has seven steps, from New through to Won and Lost, and it exists so the first day needs no setup, but it is meant to be changed.
You can run more than one pipeline from the start, and in an agency that matters more than it sounds. Selling a new monthly retainer and renewing a client who is already inside are two conversations with different stages, and forcing them onto one board means inventing names that mean nothing in either case.
Deals can be looked at as a board or as a table, and the table is what holds up under real work: filter on anything with operators that change by field type, group, sort, choose your columns and act on several rows at once. All of that travels in the page address, so showing somebody what you are looking at means pasting them a link.
If you are missing a field that only makes sense in your agency, custom fields cover seven types: text, number, date, select, multi select, yes or no, and URL. They are defined per object and then used as one more column and one more filter, not as a note stranded at the bottom of a record.
Every deal lives in one pipeline, with its source, its lost reason when it is lost, and its next action. The dashboard sums up the usual things, pipeline by stage, weighted forecast, conversion, cycle time and lost reasons, plus what each person on the team moved in the period.
The amount is written the way you charge
This is the detail that separates a generic CRM from one built for recurring services. A deal's amount is not a single number: it is three fields, the monthly fee, the one off payment and the number of contract months. The annual value and the total come out of those.
The difference shows up in the forecast. An agency selling retainers does not want to know what its open deals add up to, it wants to know how much recurring revenue arrives if they close, and those two figures are nothing alike. A large one off project and a retainer that runs for a year are not worth the same even when the totals match, and only one of them is still there next quarter.
The forecast is weighted by the probability of the stage each deal sits in rather than by a hunch, and the dashboard also splits what was won by month, by source and by service. That answers the question that decides the following year: which kind of client comes in most, and which of them stays.
Services on a deal come from your own catalogue, with their category, so by the time the quote goes out the lines are already written, with their category and their amount, without picking service by service again.
My day, or who to call today
A handsome pipeline calls nobody. The screen that actually moves the month is the day's queue: a list of who to follow up, in order, with the phone number and the WhatsApp link beside it and the outcome of the call picked from a list rather than typed out.
That outcome does two things. It moves the deal to wherever it belongs, and it decides when that company comes back into the queue: a call nobody picks up returns soon, and the wait grows each time, so nobody ends up calling seven times in a week somebody who has already made their answer clear.
There is a second list next to it, the one for what needs attention: deals stalled longer than is reasonable, overdue tasks, and today's meetings. Between them they replace the reminder nobody ever configures, which is why this module adds no alert and no automated email: the screen you open every morning already says it.
Interactions are typed, call, WhatsApp, email, direct message, meeting and other, each with its direction and its note, and they all land on the same company timeline. So do meetings, wherever they came from, because the calendar half of this module is covered separately in scheduling and the booking link.
Everything in this article happens in one place in GoFeed.
Try it freeThe three things it does not do
A CRM is defined as much by what it leaves out as by what it brings, and these three absences are decisions rather than holes somebody will quietly fill in.
- It does not import contacts from the screens. Bulk CSV import does exist, but as an MCP tool: your assistant, connected to your workspace, runs it, with a preview first and an undo after. How that door is opened is covered in connecting your AI over MCP.
- It does not send email. No outbound email and no sequences. The CRM records the conversation you already had, it does not start one, and an agency that wants to automate sending has better tools for that than a half built module.
- It does not save shared views. You filter, group, sort and choose columns, and all of that travels in the page address, so sharing it is pasting a link. What does not exist yet is a named saved view for the whole team.
Where the CRM ends and invoicing begins
The border is the quote. One is created from a deal with its lines already in place, and when the client accepts it two things happen: the company moves up a moment in its life and the CRM suggests marking the deal as won. It does not win it for you, because accepting a quote and closing a deal are not always the same day, and a sales figure that moves without anyone touching it is a figure nobody trusts.
From there the path continues in the documents: quotes, contracts and invoices with your own number series and your VAT, the value added tax charged in Spain, covered in quotes and invoices. And what happens right after the yes, the accesses, the brands, the first calendar, has its own list in the client onboarding checklist.
The module belongs to agency workspaces and is added to the plan as an add-on. That makes sense: a creator and an in house company run their own brands and have no pipeline to fill. If you want to see the screens before deciding, they are on the CRM page.