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This one is a little tricky to provide, as a sales CRM is very bespoke to the requirements of the business. So consider this as a generic starting point. You will need to iterate a fair amount.

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Before Building, Decide on the following

Team Members (Owners)

• My team members are: [Name 1], [Name 2], [Name 3]
• [Name 1] is the SDR (pre-qualification)
• [Name 2] and [Name 3] are AEs (Account Executives)
• The SDR pipeline is managed exclusively by the SDR owner

Account Segments (Sizing)

• Small — lower-value accounts
• Medium — mid-tier accounts
• Large — high-value, strategic accounts

Pipeline Stages

• Targeted → Touched → Engaged → Discovery → Solutioning → Trial → Won → Dormant
• SDR works only in the first three stages (Targeted, Touched, Engaged)
• Accounts enter the main pipeline at Discovery after qualification
• "Dormant" is for accounts that have gone cold — not lost, just paused

Touchpoint Types (Activity Categories)