# Clawcrm > Manage leads, outreach campaigns, analytics, and email follow-ups using ClawCRM — the AI-native CRM. Use when the agent needs to: manage a sales pipeline (create/read/update leads), run outreach campaigns and email sequences, check pipeline analytics and conversion metrics, send or draft personalized emails to leads, handle email replies and follow-ups, configure quiz funnels or proposal pages, or any CRM/sales operations. Requires a ClawCRM deployment URL and admin token. - Skill: `johnalbertini14-glitch/clawcrm` (Agent Skill, multi-file: 4 files) - Install (CLI): `npx skillmds@latest add johnalbertini14-glitch/clawcrm` - Raw SKILL.md: https://api.skillmd.com/api/skills/johnalbertini14-glitch/clawcrm/raw - Safety review: pending (external: skill-scanner PASS, skillspector CAUTION) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: DevOps & Infra - Author: johnalbertini14-glitch (https://skillmd.com/u/johnalbertini14-glitch) - Updated: 2026-09-08 - Page: https://skillmd.com/skills/johnalbertini14-glitch/clawcrm --- # ClawCRM — AI-Native CRM Skill ClawCRM is a CRM built for AI agents to operate autonomously. It manages leads, campaigns, outreach, analytics, quizzes, and proposals via a REST API. ## Setup The agent needs two things configured in TOOLS.md: ```markdown ### ClawCRM - Base URL: https://.netlify.app (or self-hosted URL) - Auth Header: x-admin-token: - Token file: secrets/clawcrm-token.txt ``` All API calls use: ```bash curl -s "$BASE_URL/api/openclaw/" -H "x-admin-token: $(cat secrets/clawcrm-token.txt)" ``` ## Core Operations ### Leads ```bash # List leads (paginated) GET /api/openclaw/leads?limit=100&offset=0 # Create lead (with optional custom fields) POST /api/openclaw/leads {"email":"...", "firstName":"...", "lastName":"...", "clinicName":"...", "practiceType":"...", "customFields":{"annual_revenue":"500k","referral_source":"linkedin"}} # Update lead (with optional custom fields) PUT /api/openclaw/leads {"id":"...", "status":"qualified", "customFields":{"insurance_type":"commercial"}} # Lead fields: id, email, clinicName, practiceType, tier (high/mid/low), status (new/prospect/contacted/qualified/won/lost), quizAnswers, score, crmData (includes custom fields) ``` ### Pipeline Stages ```bash # List pipeline stages GET /api/openclaw/stages # Create stage POST /api/openclaw/stages {"name":"Discovery", "order":1, "color":"#3B82F6", "isDefault":false} # Update stage PUT /api/openclaw/stages {"id":"...", "name":"Qualified Lead", "order":2} # Delete stage DELETE /api/openclaw/stages?id= ``` ### Custom Fields ```bash # List custom fields GET /api/openclaw/fields # Create custom field POST /api/openclaw/fields {"fieldName":"annual_revenue","fieldLabel":"Annual Revenue","fieldType":"text","order":1,"isRequired":false} # fieldType options: text, number, date, select, multiselect, boolean # For select/multiselect: include "options": ["Option 1", "Option 2"] # Update custom field PUT /api/openclaw/fields {"id":"...", "fieldLabel":"Annual Revenue (USD)", "isRequired":true} # Delete custom field DELETE /api/openclaw/fields?id= ``` ### Org Settings ```bash # Get org settings (branding, contact, locale, features) GET /api/openclaw/org # Update org settings (full replace) PUT /api/openclaw/org {"branding":{"brandName":"Acme Corp","primaryColor":"#FF6B35"},"contact":{"replyToEmail":"hello@acme.com"}} # Partial update (merge with existing) PATCH /api/openclaw/org {"branding":{"logoUrl":"https://example.com/logo.png"}} # Settings structure: # - branding: brandName, logoUrl, primaryColor, secondaryColor # - contact: replyToEmail, fromName, supportEmail, phone # - locale: timezone, currency, dateFormat # - features: quizEnabled, proposalsEnabled, analyticsEnabled, emailIntegrationEnabled ``` ### Campaign Templates ```bash # List campaign templates (org-specific + public) GET /api/openclaw/templates?category=&include_public=true # Create campaign template POST /api/openclaw/templates {"name":"Welcome Sequence","category":"onboarding","trigger":"quiz_completed","steps":[{"channel":"email","delay":0,"subject":"...","body":"..."}]} # Instantiate template as campaign PATCH /api/openclaw/templates {"templateId":"...", "name":"Q1 Welcome Campaign"} # Categories: onboarding, nurture, reactivation, winback, custom # Steps: [{"channel":"email|sms","delay":,"subject":"...","body":"..."}] ``` ### Analytics ```bash # Pipeline overview (default 30d) GET /api/openclaw/analytics # Returns: totalLeads, leadsInPeriod, quizCompletions, proposalsViewed, conversionRate, leadsWon, pipeline byStatus ``` ### Campaigns & Sequences ```bash # List campaigns GET /api/openclaw/campaigns # Create campaign sequence POST /api/openclaw/campaigns {"name":"...", "trigger":"quiz_completed|high_score_lead|manual|...", "steps":[...]} # Triggers: quiz_completed, proposal_viewed, proposal_not_viewed_24h, high_score_lead, stage_changed, manual # Channels: email, sms, linkedin, twitter ``` ### Follow-ups ```bash # Get actionable follow-ups with email templates GET /api/openclaw/followups # Send follow-up POST /api/openclaw/followups {"leadId":"...", "channel":"email", "subject":"...", "body":"..."} ``` ### Touchpoints ```bash # Lead activity history GET /api/openclaw/touchpoints?leadId= # Log touchpoint POST /api/openclaw/touchpoints {"leadId":"...", "type":"email|call|meeting|note", "content":"..."} ``` ### Other Endpoints ```bash GET /api/openclaw/health # Health check GET /api/openclaw/quiz # Quiz funnel config GET /api/openclaw/playbooks # SDR workflow playbooks GET /api/config/proposal # Proposal page config ``` ## Email Integration For sending outreach emails, ClawCRM works with external email providers: - **MailerSend** — API-based transactional email (configure API key + verified domain) - **Himalaya/IMAP** — Read replies, search threads, manage inbox - **Gmail/Outlook OAuth** — Zero-setup for end users (connect via OAuth, send from their real email) See `references/email-integration.md` for setup patterns. ## Outreach Workflow 1. Pull leads: `GET /api/openclaw/leads` → filter by tier/status 2. Draft personalized emails using lead data (quiz answers, practice type, pain points) 3. Save drafts for human review before sending 4. Send via MailerSend or follow-up endpoint 5. Log touchpoints: `POST /api/openclaw/touchpoints` 6. Monitor replies via IMAP and update lead status 7. Check analytics: `GET /api/openclaw/analytics` See `references/outreach-playbook.md` for creative outreach strategies. ## Key Principles - **Outcomes over output** — 100 leads in a spreadsheet is worthless if nobody's been contacted. Measure by replies, meetings booked, deals closed. - **Always personalize** — Use quiz answers, practice type, location, and pain points. Never send generic templates. - **Human-in-the-loop for sends** — Draft emails and save to a file for review. Only send after approval unless explicitly told to auto-send. - **Log everything** — Every email sent, reply received, meeting booked → log as touchpoint.