CRM toolkit skill
CRM operations anchor — HubSpot, Salesforce, and Attio selection, contacts vs leads object model, platform blueprints, enrichment integration, implementation partners, pipeline design, and data hygiene.
by LeadMagic·MIT license·★ 62 Stars on the repo·GitHub ↗
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SKILL.md · the author's own words# 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 |
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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:
- 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.mdchecklist
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
- Salesforce Leads in HubSpot. HubSpot uses lifecycle — don't create parallel objects.
- CRM before process. Stages undefined → reps invent their own. Fix
pipeline-managementfirst. - 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 | |
| 2 | name crm-toolkit |
| 3 | description >- |
| 4 | CRM operations anchor — HubSpot, Salesforce, and Attio selection, contacts vs |
| 5 | leads object model, platform blueprints, enrichment integration, implementation |
| 6 | partners, pipeline design, and data hygiene. Use when choosing a CRM, setting |
| 7 | up Attio/HubSpot/Salesforce, resolving Lead vs Contact architecture, or hiring |
| 8 | CRM implementation help. Triggers on: "CRM setup", "HubSpot vs Salesforce", |
| 9 | "Attio vs HubSpot", "contacts vs leads", "Salesforce leads", "CRM migration", |
| 10 | "CRM implementation partner", "CRM blueprint". |
| 11 | license MIT |
| 12 | compatibility Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed |
| 13 | metadata |
| 14 | version "2.1.0" |
| 15 | author LeadMagic |
| 16 | category tools |
| 17 | tags |
| 18 | - crm |
| 19 | - hubspot |
| 20 | - salesforce |
| 21 | - attio |
| 22 | - contacts-vs-leads |
| 23 | - revops |
| 24 | - pipeline |
| 25 | - enrichment |
| 26 | related_skills |
| 27 | - crm-integration |
| 28 | - hubspot-setup |
| 29 | - salesforce-setup |
| 30 | - attio-setup |
| 31 | - pipeline-management |
| 32 | - leadmagic-toolkit |
| 33 | - clay-toolkit |
| 34 | - n8n-toolkit |
| 35 | - revops-tech-stack |
| 36 | - hiring-agencies |
| 37 | - saas-outcomes |
| 38 | frameworks |
| 39 | - "Winning by Design — Bowtie lifecycle" |
| 40 | - "HubSpot — Lifecycle Stage Model" |
| 41 | - "Salesforce — Lead/Account/Contact/Opportunity" |
| 42 | - "Marc Benioff — V2MOM, trust selling, land-and-expand, customer success" |
| 43 | - "Attio — Programmable object + list model" |
| 44 | |
| 45 | |
| 46 | # CRM Toolkit |
| 47 | |
| 48 | ## Overview |
| 49 | |
| 50 | Most CRM failures are **architecture mistakes**, not missing features: wrong platform |
| 51 | for stage, Lead/Contact confusion, enrichment synced both ways, or fifteen pipeline |
| 52 | stages nobody inspects. This skill is the **anchor** for CRM work in gtm-skills — |
| 53 | selection, object model, platform blueprints, partners, and hygiene — with |
| 54 | rollout delegated to `hubspot-setup`, `salesforce-setup`, and `attio-setup`. |
| 55 | |
| 56 | **Tool vs process:** `tools/crm-toolkit` = config reference and blueprints. |
| 57 | `automation/crm-integration` + platform setup skills = operating model and rollout. |
| 58 | |
| 59 | ## When to Use |
| 60 | |
| 61 | | Request | Start here | Then load | |
| 62 | |---|---|---| |
| 63 | | "Which CRM should we use?" | `references/crm-selection.md` | `saas-outcomes` if bootstrap vs venture | |
| 64 | | "Contacts vs leads in Salesforce" | `references/contacts-vs-leads.md` | `salesforce-setup` | |
| 65 | | "Set up HubSpot pipeline" | `references/hubspot-blueprint.md` | `hubspot-setup` | |
| 66 | | "Set up Attio" | `references/attio-blueprint.md` | `attio-setup` | |
| 67 | | "Migrate HubSpot → Salesforce" | `references/contacts-vs-leads.md` + blueprints | `references/implementation-partners.md` | |
| 68 | | "CRM agency / SI partner" | `references/implementation-partners.md` | `hiring-agencies` | |
| 69 | | "Enrichment → CRM" | Enrichment section below | `clay-toolkit`, `leadmagic-toolkit` | |
| 70 | |
| 71 | Trigger phrases: "CRM toolkit", "CRM setup", "Attio setup deep", "HubSpot vs |
| 72 | Attio", "Salesforce leads", "contact vs lead", "CRM partner", "RevOps agency CRM" |
| 73 | |
| 74 | ## Authoritative Foundations |
| 75 | |
| 76 | **Winning by Design — Bowtie.** Model pre- and post-sale in CRM: not pipeline-only. |
| 77 | **HubSpot.** Single Contact + lifecycle stages — no separate Lead object. |
| 78 | **Salesforce.** Lead quarantine → convert → Account + Contact + Opportunity. |
| 79 | **Marc Benioff (Salesforce).** V2MOM alignment, trust-based enterprise selling, |
| 80 | land-and-expand in CRM, customer success as revenue function — `references/benioff-enterprise-playbook.md`. |
| 81 | **Attio.** Flat objects; qualification via attributes and **lists as queues**. |
| 82 | |
| 83 | ## Step-by-Step Process |
| 84 | |
| 85 | ### Phase 1 — Operating Model (before software) |
| 86 | |
| 87 | Load `crm-integration` if not done. Minimum: |
| 88 | |
| 89 | [ ] GTM motion defined (inbound, outbound, PLG, hybrid) |
| 90 | [ ] 5–7 deal stages with Goal + Exit Criteria (`pipeline-management`) |
| 91 | [ ] Owner per stage (SDR vs AE vs CS) |
| 92 | [ ] Dedupe key: email (people), domain (companies) |
| 93 | |
| 94 | ### Phase 2 — Platform Selection |
| 95 | |
| 96 | Use `references/crm-selection.md` scorecard. |
| 97 | |
| 98 | | ARR / team | Default recommendation | |
| 99 | |---|---| |
| 100 | | <$1M ARR, founder-led | Attio or HubSpot Starter | |
| 101 | | $1–10M ARR, sales-led | HubSpot Pro | |
| 102 | | $10M+ ARR, territories | HubSpot Enterprise or Salesforce | |
| 103 | | Enterprise procurement | Salesforce | |
| 104 | |
| 105 | ### Phase 3 — Contacts vs Leads |
| 106 | |
| 107 | **Mandatory read:** `references/contacts-vs-leads.md` |
| 108 | |
| 109 | | Platform | Model | |
| 110 | |---|---| |
| 111 | | Salesforce | Lead object optional but default for SDR + inbound quarantine | |
| 112 | | HubSpot | Lifecycle stages on Contact — never duplicate "lead" records | |
| 113 | | Attio | `status` on People + dynamic lists — no conversion ceremony | |
| 114 | |
| 115 | ### Phase 4 — Platform Blueprint |
| 116 | |
| 117 | | Platform | Blueprint | Setup skill | |
| 118 | |---|---|---| |
| 119 | | HubSpot | `references/hubspot-blueprint.md` | `hubspot-setup` | |
| 120 | | Salesforce | `references/salesforce-blueprint.md` | `salesforce-setup` | |
| 121 | | Attio | `references/attio-blueprint.md` | `attio-setup` | |
| 122 | |
| 123 | Index: `references/platform-setup-index.md` |
| 124 | |
| 125 | ### Phase 5 — Enrichment Integration |
| 126 | |
| 127 | **One-direction:** Clay / LeadMagic → CRM. Never two-way Clay ↔ CRM sync. |
| 128 | |
| 129 | | Event | Pattern | |
| 130 | |---|---| |
| 131 | | Contact/Person created | Webhook or workflow → enrich → write properties | |
| 132 | | Inbound form | Enrich before assignment | |
| 133 | | Quarterly hygiene | Re-verify email; refresh firmographics on Tier A accounts | |
| 134 | |
| 135 | Skills: `leadmagic-toolkit` (verify), `clay-toolkit` (waterfall), `n8n-toolkit` (routing). |
| 136 | |
| 137 | ### Phase 6 — Implementation Partners |
| 138 | |
| 139 | If estimated config > 40 hours or Salesforce net-new: |
| 140 | |
| 141 | Document process (`pipeline-management`, `crm-integration`) |
| 142 | Read `references/implementation-partners.md` |
| 143 | Run 90-day pilot with scorecard (`hiring-agencies`) |
| 144 | |
| 145 | ### Phase 7 — Enterprise Motion (Salesforce / land-expand) |
| 146 | |
| 147 | When enterprise or NRR-led growth is the motion, load `references/benioff-enterprise-playbook.md`: |
| 148 | |
| 149 | V2MOM cascade from company vision → GTM measures (`gtm-leadership`) |
| 150 | Land opp + expansion opps on same Account (`templates/land-expand-account-plan.md`) |
| 151 | CS health, renewal, and success criteria in CRM — not pipeline-only |
| 152 | |
| 153 | ### Phase 8 — Data Hygiene |
| 154 | |
| 155 | | Rule | Implementation | |
| 156 | |---|---| |
| 157 | | No person without email | Required field / validation | |
| 158 | | No open deal without amount + close date | Stage validation | |
| 159 | | Duplicate detection | Email match; domain for companies | |
| 160 | | Stale deals | 60d same stage → task or auto-close policy | |
| 161 | | Enrich on create | Default for all inbound | |
| 162 | |
| 163 | ## Platform Comparison (Summary) |
| 164 | |
| 165 | | | HubSpot | Salesforce | Attio | |
| 166 | |---|---|---|---| |
| 167 | | Best for | SMB–mid market, marketing+sales | Enterprise, complex GTM | Startups, API-first, PLG assist | |
| 168 | | Lead model | Lifecycle on Contact | Lead → convert | status + lists | |
| 169 | | Admin load | Low–medium | High | Low | |
| 170 | | Marketing | Native | Separate clouds | External / webhooks | |
| 171 | | Implementation | Partner optional | Partner required | Self-serve + contractor | |
| 172 | |
| 173 | Full matrix: `references/crm-selection.md` |
| 174 | |
| 175 | ## Output Format |
| 176 | |
| 177 | Deliver based on request: |
| 178 | |
| 179 | **CRM selection memo:** Scorecard + recommendation + 12-month path |
| 180 | **Object model doc:** Contacts vs leads decision with field map |
| 181 | **Blueprint package:** Stages, properties, workflows for chosen platform |
| 182 | **Migration plan:** Source → target mapping, hygiene gates, parallel run |
| 183 | **Partner RFP:** Scope from `references/implementation-partners.md` checklist |
| 184 | |
| 185 | ## Quality Check |
| 186 | |
| 187 | [ ] Platform choice tied to ARR, motion, and admin capacity |
| 188 | [ ] Contacts vs leads documented — no hybrid confusion |
| 189 | [ ] 5–7 stages with exit criteria |
| 190 | [ ] Enrichment one-direction into CRM |
| 191 | [ ] Partner engagement only if process documented |
| 192 | [ ] Setup skill named for rollout (`hubspot-setup`, etc.) |
| 193 | |
| 194 | ## Common Pitfalls |
| 195 | |
| 196 | **Salesforce Leads in HubSpot.** HubSpot uses lifecycle — don't create parallel objects. |
| 197 | **CRM before process.** Stages undefined → reps invent their own. Fix `pipeline-management` first. |
| 198 | **Two-way Clay sync.** Conflicts and overwritten fields. One-way push only. |
| 199 | **Salesforce at $500K ARR.** Admin tax without RevOps owner. Use Attio/HubSpot until $5M+. |
| 200 | **Agency without playbook.** Partners configure chaos faster. Document first. |
| 201 | |
| 202 | ## Execution Artifacts |
| 203 | |
| 204 | | `references/framework-notes.md` | Framework anchors | |
| 205 | | `templates/output-template.md` | Deliverable structure | |
| 206 | | `scripts/check-output.py` | Section validator | |
| 207 | | File | Use | |
| 208 | |---|---| |
| 209 | | `references/crm-selection.md` | HubSpot vs Salesforce vs Attio | |
| 210 | | `references/contacts-vs-leads.md` | Lead/Contact architecture | |
| 211 | | `references/hubspot-blueprint.md` | HubSpot fields + workflows | |
| 212 | | `references/salesforce-blueprint.md` | SF objects + Lead convert | |
| 213 | | `references/attio-blueprint.md` | Attio lists + status model | |
| 214 | | `references/implementation-partners.md` | SIs, RevOps agencies, RFP | |
| 215 | | `references/platform-setup-index.md` | Skill routing table | |
| 216 | | `references/benioff-enterprise-playbook.md` | V2MOM, trust, land-expand, CS in CRM | |
| 217 | | `templates/land-expand-account-plan.md` | Account expansion whitespace | |
| 218 | |
| 219 | ## Related Skills |
| 220 | |
| 221 | `crm-integration` — lifecycle, field ownership, sync rules |
| 222 | `hubspot-setup` / `salesforce-setup` / `attio-setup` — rollout |
| 223 | `pipeline-management` — stage design |
| 224 | `hiring-agencies` — agency pilot for RevOps/CRM |
| 225 | `saas-outcomes` — bootstrap vs venture; CRM tier by path |
| 226 | `revops-tech-stack` — full GTM stack context |
| 227 |
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