CRM Setup Toolkit

CRM toolkit

by LeadMagic · MIT license · ★ 62 on GitHub

CRM operations anchor — HubSpot, Salesforce, and Attio selection, contacts vs leads object model, platform blueprints, enrichment integration, implementation partners, pipeline design, and data hygiene. Use when choosing a CRM, setting…

---
name: crm-toolkit
description: >-
  CRM operations anchor — HubSpot, Salesforce, and Attio selection, contacts vs
  leads object model, platform blueprints, enrichment integration, implementation
  partners, pipeline design, and data hygiene. Use when choosing a CRM, setting
  up Attio/HubSpot/Salesforce, resolving Lead vs Contact architecture, or hiring
  CRM implementation help. Triggers on: "CRM setup", "HubSpot vs Salesforce",
  "Attio vs HubSpot", "contacts vs leads", "Salesforce leads", "CRM migration",
  "CRM implementation partner", "CRM blueprint".
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
metadata:
  version: "2.1.0"
  author: LeadMagic
  category: tools
  tags:
    - crm

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.

What you get

CRM selection memoScorecard + recommendation + 12-month path
Object model docContacts vs leads decision with field map
Blueprint packageStages, properties, workflows for chosen platform
Migration planSource → target mapping, hygiene gates, parallel run
Partner RFPScope from references/implementation-partners.md checklist

Manual install (npx, ZIP)

Claude Codenpx skills add LeadMagic/gtm-skills --skill crm-toolkit -g -a claude-code

Claude Code (degit)npx degit LeadMagic/gtm-skills/skills/tools/crm-toolkit#main ~/.claude/skills/crm-toolkit

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

Files included

SKILL.md9.0 KB

Read SKILL.md here

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SKILL.md

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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.md checklist

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-management first.
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

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

crm-integration — lifecycle, field ownership, sync rules
hubspot-setup / salesforce-setup / attio-setup — rollout
pipeline-management — stage design
hiring-agencies — agency pilot for RevOps/CRM
saas-outcomes — bootstrap vs venture; CRM tier by path
revops-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	1. Document process (`pipeline-management`, `crm-integration`)
142	2. Read `references/implementation-partners.md`
143	3. 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	1. Salesforce Leads in HubSpot. HubSpot uses lifecycle — don't create parallel objects.
197	2. CRM before process. Stages undefined → reps invent their own. Fix `pipeline-management` first.
198	3. Two-way Clay sync. Conflicts and overwritten fields. One-way push only.
199	4. Salesforce at $500K ARR. Admin tax without RevOps owner. Use Attio/HubSpot until $5M+.
200	5. 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