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:
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:
- Document process (
pipeline-management, crm-integration)
- Read
references/implementation-partners.md
- 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
Common Pitfalls
- Salesforce Leads in HubSpot. HubSpot uses lifecycle — don't create parallel objects.
- CRM before process. Stages undefined → reps invent their own. Fix
pipeline-management first.
- Two-way Clay sync. Conflicts and overwritten fields. One-way push only.
- Salesforce at $500K ARR. Admin tax without RevOps owner. Use Attio/HubSpot until $5M+.
- 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 ruleshubspot-setup / salesforce-setup / attio-setup — rolloutpipeline-management — stage designhiring-agencies — agency pilot for RevOps/CRMsaas-outcomes — bootstrap vs venture; CRM tier by pathrevops-tech-stack — full GTM stack context
1---2name: crm-toolkit3description: CRM operations anchor — HubSpot, Salesforce, and Attio selection, contacts vs leads object model, platform blueprints, enrichment integration, implementation partners, pipeline design, and data hygiene. Use when choosing a CRM, setting up Attio/HubSpot/Salesforce, resolving Lead vs Contact architecture, or hiring CRM implementation help. Triggers on: "CRM setup", "HubSpot vs Salesforce", "Attio vs HubSpot", "contacts vs leads", "Salesforce leads", "CRM migration", "CRM implementation partner", "CRM blueprint".4license: MIT5---67# CRM Toolkit89## Overview1011Most CRM failures are **architecture mistakes**, not missing features: wrong platform12for stage, Lead/Contact confusion, enrichment synced both ways, or fifteen pipeline13stages nobody inspects. This skill is the **anchor** for CRM work in gtm-skills —14selection, object model, platform blueprints, partners, and hygiene — with15rollout delegated to `hubspot-setup`, `salesforce-setup`, and `attio-setup`.1617**Tool vs process:** `tools/crm-toolkit` = config reference and blueprints.18`automation/crm-integration` + platform setup skills = operating model and rollout.1920## When to Use2122| Request | Start here | Then load |23|---|---|---|24| "Which CRM should we use?" | `references/crm-selection.md` | `saas-outcomes` if bootstrap vs venture |25| "Contacts vs leads in Salesforce" | `references/contacts-vs-leads.md` | `salesforce-setup` |26| "Set up HubSpot pipeline" | `references/hubspot-blueprint.md` | `hubspot-setup` |27| "Set up Attio" | `references/attio-blueprint.md` | `attio-setup` |28| "Migrate HubSpot → Salesforce" | `references/contacts-vs-leads.md` + blueprints | `references/implementation-partners.md` |29| "CRM agency / SI partner" | `references/implementation-partners.md` | `hiring-agencies` |30| "Enrichment → CRM" | Enrichment section below | `clay-toolkit`, `leadmagic-toolkit` |3132Trigger phrases: "CRM toolkit", "CRM setup", "Attio setup deep", "HubSpot vs33Attio", "Salesforce leads", "contact vs lead", "CRM partner", "RevOps agency CRM"3435## Authoritative Foundations3637- **Winning by Design — Bowtie.** Model pre- and post-sale in CRM: not pipeline-only.38- **HubSpot.** Single Contact + lifecycle stages — no separate Lead object.39- **Salesforce.** Lead quarantine → convert → Account + Contact + Opportunity.40- **Marc Benioff (Salesforce).** V2MOM alignment, trust-based enterprise selling,41 land-and-expand in CRM, customer success as revenue function — `references/benioff-enterprise-playbook.md`.42- **Attio.** Flat objects; qualification via attributes and **lists as queues**.4344## Step-by-Step Process4546### Phase 1 — Operating Model (before software)4748Load `crm-integration` if not done. Minimum:4950- [ ] GTM motion defined (inbound, outbound, PLG, hybrid)51- [ ] 5–7 deal stages with Goal + Exit Criteria (`pipeline-management`)52- [ ] Owner per stage (SDR vs AE vs CS)53- [ ] Dedupe key: email (people), domain (companies)5455### Phase 2 — Platform Selection5657Use `references/crm-selection.md` scorecard.5859| ARR / team | Default recommendation |60|---|---|61| <$1M ARR, founder-led | Attio or HubSpot Starter |62| $1–10M ARR, sales-led | HubSpot Pro |63| $10M+ ARR, territories | HubSpot Enterprise or Salesforce |64| Enterprise procurement | Salesforce |6566### Phase 3 — Contacts vs Leads6768**Mandatory read:** `references/contacts-vs-leads.md`6970| Platform | Model |71|---|---|72| Salesforce | Lead object optional but default for SDR + inbound quarantine |73| HubSpot | Lifecycle stages on Contact — never duplicate "lead" records |74| Attio | `status` on People + dynamic lists — no conversion ceremony |7576### Phase 4 — Platform Blueprint7778| Platform | Blueprint | Setup skill |79|---|---|---|80| HubSpot | `references/hubspot-blueprint.md` | `hubspot-setup` |81| Salesforce | `references/salesforce-blueprint.md` | `salesforce-setup` |82| Attio | `references/attio-blueprint.md` | `attio-setup` |8384Index: `references/platform-setup-index.md`8586### Phase 5 — Enrichment Integration8788**One-direction:** Clay / LeadMagic → CRM. Never two-way Clay ↔ CRM sync.8990| Event | Pattern |91|---|---|92| Contact/Person created | Webhook or workflow → enrich → write properties |93| Inbound form | Enrich before assignment |94| Quarterly hygiene | Re-verify email; refresh firmographics on Tier A accounts |9596Skills: `leadmagic-toolkit` (verify), `clay-toolkit` (waterfall), `n8n-toolkit` (routing).9798### Phase 6 — Implementation Partners99100If estimated config > 40 hours or Salesforce net-new:1011021. Document process (`pipeline-management`, `crm-integration`)1032. Read `references/implementation-partners.md`1043. Run 90-day pilot with scorecard (`hiring-agencies`)105106### Phase 7 — Enterprise Motion (Salesforce / land-expand)107108When enterprise or NRR-led growth is the motion, load `references/benioff-enterprise-playbook.md`:109110- V2MOM cascade from company vision → GTM measures (`gtm-leadership`)111- Land opp + expansion opps on same Account (`templates/land-expand-account-plan.md`)112- CS health, renewal, and success criteria in CRM — not pipeline-only113114### Phase 8 — Data Hygiene115116| Rule | Implementation |117|---|---|118| No person without email | Required field / validation |119| No open deal without amount + close date | Stage validation |120| Duplicate detection | Email match; domain for companies |121| Stale deals | 60d same stage → task or auto-close policy |122| Enrich on create | Default for all inbound |123124## Platform Comparison (Summary)125126| | HubSpot | Salesforce | Attio |127|---|---|---|---|128| Best for | SMB–mid market, marketing+sales | Enterprise, complex GTM | Startups, API-first, PLG assist |129| Lead model | Lifecycle on Contact | Lead → convert | status + lists |130| Admin load | Low–medium | High | Low |131| Marketing | Native | Separate clouds | External / webhooks |132| Implementation | Partner optional | Partner required | Self-serve + contractor |133134Full matrix: `references/crm-selection.md`135136## Output Format137138Deliver based on request:139140- **CRM selection memo:** Scorecard + recommendation + 12-month path141- **Object model doc:** Contacts vs leads decision with field map142- **Blueprint package:** Stages, properties, workflows for chosen platform143- **Migration plan:** Source → target mapping, hygiene gates, parallel run144- **Partner RFP:** Scope from `references/implementation-partners.md` checklist145146## Quality Check147148- [ ] Platform choice tied to ARR, motion, and admin capacity149- [ ] Contacts vs leads documented — no hybrid confusion150- [ ] 5–7 stages with exit criteria151- [ ] Enrichment one-direction into CRM152- [ ] Partner engagement only if process documented153- [ ] Setup skill named for rollout (`hubspot-setup`, etc.)154155## Common Pitfalls1561571. **Salesforce Leads in HubSpot.** HubSpot uses lifecycle — don't create parallel objects.1582. **CRM before process.** Stages undefined → reps invent their own. Fix `pipeline-management` first.1593. **Two-way Clay sync.** Conflicts and overwritten fields. One-way push only.1604. **Salesforce at $500K ARR.** Admin tax without RevOps owner. Use Attio/HubSpot until $5M+.1615. **Agency without playbook.** Partners configure chaos faster. Document first.162163## Execution Artifacts164165| `references/framework-notes.md` | Framework anchors |166| `templates/output-template.md` | Deliverable structure |167| `scripts/check-output.py` | Section validator |168| File | Use |169|---|---|170| `references/crm-selection.md` | HubSpot vs Salesforce vs Attio |171| `references/contacts-vs-leads.md` | Lead/Contact architecture |172| `references/hubspot-blueprint.md` | HubSpot fields + workflows |173| `references/salesforce-blueprint.md` | SF objects + Lead convert |174| `references/attio-blueprint.md` | Attio lists + status model |175| `references/implementation-partners.md` | SIs, RevOps agencies, RFP |176| `references/platform-setup-index.md` | Skill routing table |177| `references/benioff-enterprise-playbook.md` | V2MOM, trust, land-expand, CS in CRM |178| `templates/land-expand-account-plan.md` | Account expansion whitespace |179180## Related Skills181182- `crm-integration` — lifecycle, field ownership, sync rules183- `hubspot-setup` / `salesforce-setup` / `attio-setup` — rollout184- `pipeline-management` — stage design185- `hiring-agencies` — agency pilot for RevOps/CRM186- `saas-outcomes` — bootstrap vs venture; CRM tier by path187- `revops-tech-stack` — full GTM stack context
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