crm-toolkit

name	crm-toolkit
description	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".
license	MIT
compatibility	Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose
metadata	{"version":"2.1.0","author":"LeadMagic","category":"tools","tags":["crm","hubspot","salesforce","attio","contacts-vs-leads","revops","pipeline","enrichment"],"related_skills":["crm-integration","hubspot-setup","salesforce-setup","attio-setup","pipeline-management","leadmagic-toolkit","clay-toolkit","n8n-toolkit","revops-tech-stack","hiring-agencies","saas-outcomes"],"frameworks":["Winning by Design — Bowtie lifecycle","HubSpot — Lifecycle Stage Model","Salesforce — Lead/Account/Contact/Opportunity","Marc Benioff — V2MOM, trust selling, land-and-expand, customer success","Attio — Programmable object + list model"]}

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