Sales & CRM systems: eleven capabilities, one revenue system

The CRM architecture decides what a lead, a contact and an opportunity are, what each stage means, and which system may change what. Everything above it reads these definitions, so this layer gets designed first.

Each capability in the flow does one thing to a lead: captures it, judges its fit, sets its priority, gives it an owner, keeps it moving, turns it into an opportunity and a quote. Each hands off through a recorded event, so the next one never has to guess.

Across all leads and conversations, what worked? Which sources book, which objections repeat, which deals stall. This layer reads from the other two; it never becomes a second customer database.