| 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:
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
