So what exactly is sales CRM and how does it work? In this article we review the structure of sales CRM, it’s core features and how you can use it for outbound and inbound sales management.

Getting started with CRM’s work management system provides close to unlimited possibilities for organisations that are looking to coordinate and manage their processes. With an ever expanding product suite this has resulted in solutions designed to meet common workflow challenges. One of the newest products released is sales CRM that is built for customer facing and sales focused teams. One of the core strengths of was the ability to take sales workflows directly into operational workflows. With the release of sales CRM you can now take it to the next level.

In you can access the full suite of available products using the 9 dots just above your profile. This is where you can switch between “work management” which is where you can fully build and customise your workflows and the new product suite of monday marketer, monday projects, monday sales CRM and monday dev. You can use this functionality in your account to activate a trial of monday sales CRM and also to switch between different products depending on where you and your team are working.

The monday sales CRM structure

The first thing you’ll notice when you purchase or activate a trial of the monday sales CRM is that you will get a pre-built structure in place that is ready to start using and customising. Like everything in monday you have the ability to fully customise the structure and workflows to suit how you and your sales team operates.

Let’s talk about the structure in a bit more detail. The following boards are created in your monday sales CRM product.

  • Deals
  • Contact
  • Accounts
  • Leads
  • Activities

What exactly do they do and how does it all fit together. Let’s walk through the structure of each of these boards and how they connect to each other to give you a fully functioning CRM in


Typically the first touch point with a prospect or opportunity (that isn’t already a client) would be in the board called leads. This board helps you organise all potential leads in an organised way. Using the in-built emails and activities app you can also create and track activities that are being completed for leads. This might be common touch points like a call, meeting or a note. You can even define your own custom activities that are relevant to your team, sales approach or business development tasks.

You can visually manage the status of the lead using the status column. This is useful for further reporting and visualisation with dashboards.

When your lead progresses through your funnel the “Move to contacts” button triggers an automation to move your lead to become a contact in the “Contact” board. Let’s review what the contact board looks like and what it does.


Typically as you progress leads through a funnel into an opportunity stage you want to create a contact or set of contacts related to that opportunity. The contact board gives you an overview of all your contacts and with’s powerful connected boards feature you can also easily see “Accounts” and “Deals” that are connected to this contact. With the automation we saw from the leads board, the simple click of a button moves a line item from the leads board to the contacts board and carries across all the relevant data.

Here’s what the contact board looks like…

One thing you’ll notice when looking at this board is “Deals” & “Accounts”. Both of these columns are connected boards. We can connect deals and accounts to contacts and even mirror column data into the contact boards and contact data into the other boards.

Let’s look at both the “Accounts” and “Deals” boards now in more detail.


In most organisations when you’re prospecting a business or account may have multiple contacts. The accounts board is where you can store information on the account as a whole or the entire organisation. From this level we are able to use those connected board columns to attach multiple contacts to an account and also multiple deals. This way we can get a birds eye view from an account level who the key decision makers are and also how much a particular account is generating for our sales team.

Here’s what the accounts board looks like

Just like our contacts board you’ll notice we are bringing in the relevant contacts and deals associated with each account. We are also bringing in the sum of all deals so we can see the value of the account to our sales activities.


Just like our contacts board you’ll notice we are bringing in the relevant contacts and deals associated with each account. We are also bringing in the sum of all deals so we can see the value of the account to our sales activities.

Deals is the location where most of the sales activities and ongoing management will happen. Just like our two other boards – contacts & accounts, we will use the connected boards columns to connect contacts and accounts to deals we are working through the funnel. The deals board is where you would likely start to bring some customisation in to:

  1. Create different groups for varying stages of deals that progress through your funnel
  2. Create different board views to get the right views across different teams
  3. Build data points, formula and information you want to track across columns throughout the process

In the example board you can see we are collecting things like:

  1. Deal length
  2. Deal value
  3. Probability
  4. Forecast value (based on a formula taking into account value & probability)
  5. Close date

The real power of monday allows you to customise this board to get as close to how you want to track sales activities and also what you want to report on.

Clicking on an item in this board you can see more detailed views and also the ability to send and track emails sent related to specific deals. This ensures nothing gets lost in email inboxes and the entire team has clarity on what’s happening. This also leads us into the final board in our structure to track activities that are happening across the management of a deal through the funnel.


The activities board is the final part of the basic CRM structure. Items are automatically created in this board when you create an activity from the deals board. This allows you to keep track of things you are doing or have been done for specific deals. Useful for auditing and task management across your sales team.

This is what the board looks like

Items on this board are created automatically when you create an activity for a deal in your deals board. It’s also possible to create custom activities that are relevant to your organisation. Here is a screen of what it looks like when you create a new activity CRM is a new product that helps you build a simple and easy to use CRM. The flexibility of monday lets you use the CRM features and customise it to suit your organisation. Using other products and the core work management system you can align all your organisational teams and processes into a single platform built for efficiency and productivity.

We partner with the world’s best..


Want to talk? Let's discuss your business

Find out how you can optimise your operations, simplify how your team works & boost organisational productivity. Tell us some information about your business & how you work. We'll be in touch, quickly.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

© All Rights Reserved WorkflowPower. Asana, & ClickUp Specialists