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CRM

CRM Engine

Manage your pipeline from first touch to closed deal.

Contacts, accounts, deals, activities. AI-scored. Kanban-paced. The salesperson's home screen.

How it connects

  • Deals feed into Commerce when a quote is created
  • Contact lead scores update when Marketing campaigns land
  • Activities sync to Communication inbox threads
  • Sequence enrollments start automated follow-up steps in Automation

What you can do in CRM Engine.

Each area below describes the task it helps your team with and how it connects to the rest of Sentinel.

01

Deals

How it connects

When a deal is won, its owner is notified and the stage change is recorded in the audit trail. Accepted quotes in Commerce link back to the deal they came from.

Features

  • See your whole pipeline on a board, with a column for each deal stage
  • Each card shows the company, deal value, contact and how long the deal has been in its stage
  • Every column shows its deal count and total value
  • A won and lost summary: total won value, win rate, average deal size and open deals
  • Drag a deal to a new stage to update it, and the deal owner is notified when it is won
  • Switch to a list view to select several deals and export them to CSV
02

Deal Detail

How it connects

The AI insights use the live details of the deal. Activities logged against a linked contact also appear in the Communication Hub's history for that contact.

Features

  • Key numbers at a glance: deal value, days open, contacts and activities
  • Move the deal to a new stage with a click
  • See the amount, close date, deal type, account and owner in one place
  • AI deal insights: a risk score, strengths, risks and suggested next steps
  • Linked contacts with their lifecycle stage, plus a full activity timeline
  • Leave comments on the record, and edit or delete the deal
03

Contacts

How it connects

Contact records link directly to Communication Hub threads (email, WhatsApp and SMS history) and Automation sequences. Lead scores from the AI Engine are shown alongside each contact.

Features

  • See every contact with their source and lifecycle stage
  • Search to find anyone quickly
  • Select contacts and export them to CSV
  • Add a new contact with their role, account, owner and where they came from
04

Contact Detail

How it connects

Enrolling a contact in a sequence starts the automated follow-up steps in the Automation Engine. Linked deals open their full detail pages.

Features

  • Everything about a contact on one card, with details you can edit in place
  • AI lead score with a letter grade, the signals behind it and a short explanation
  • Linked deals with their current stage
  • A full activity timeline for the contact
  • Enroll the contact in an automated sequence, or take them out of one, and see where they are
  • Leave comments, and edit or delete the contact
05

Accounts

How it connects

An account's GSTIN carries into Commerce invoices automatically. Account revenue feeds the Analytics overview.

Features

  • See every account with its industry, website, annual revenue, team size and owner
  • Search to find any account quickly
  • Add an account with its type, industry, location, GSTIN and owner
06

Activities

How it connects

Logged activities appear in the Contact and Deal timelines. Completed sequence steps are logged as activities automatically.

Features

  • A timeline of calls, emails, meetings, notes, WhatsApp messages and SMS, each clearly color-coded
  • Edit the subject, outcome, description, duration or date of any activity
  • Mark an activity done with a quick button
  • Log a new activity against a contact or a deal
07

Lead Capture Forms

How it connects

Submissions create or update Contact records automatically. New contacts from forms start in the lifecycle stage you set on the form.

Features

  • Build a form with the fields you need, and choose the lifecycle stage and owner for new leads
  • Share a public form link that visitors can fill in without logging in
  • Each submission creates a new contact, or updates the existing one with the same email
  • Copy the public link for any form in a click

How CRM Engine connects to the rest of Sentinel

Because every capability shares the same data, CRM Engine works better when the rest of your team is in Sentinel too.

Marketing Cloud

When a contact opens three emails, the CRM lead score updates automatically.

Communication Hub

Every email, WhatsApp, and SMS thread is pinned to the contact record.

AI Engine

Ask the AI to rank your pipeline by risk — it pulls from activity, stage, and timing.