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CRM

Manage leads, conversations, and customer information. Create and use automations.

Table of Contents

Overview

Centralize your contacts, companies, opportunities, activities, and automations—so your team can collaborate, stay organized, and close more deals.

Why use the CRM?
  • Centralize customer and prospect data across teams
  • Track emails, calls, meetings, tasks, and opportunities
  • Automate follow-ups and list-based workflows
  • Improve visibility and forecasting with shared views
What’s included
  • Contacts: Manage people, import/export, and run campaigns
  • Companies: Manage organizations, associate contacts, and opportunities
  • Lists: Segment contacts and companies with static or smart lists
  • Forms: Capture leads from your website directly into the CRM
  • Tasks: Plan and complete sales activities
  • Opportunities: Track and manage deals in table or board views

Adding contacts

In your DFM toolbar Select CRM>Contacts

In ‘Contacts‘, select Create Contact. Have more than one contact to add? Select Import.

Create Contact: Add the contact’s information, and select ‘Create‘. Now that your contact is added, you can send review requests, message them in the Inbox, and track their customer journey by clicking their name.

Import: ‘Start an import‘. Follow the example CSV provided and be sure to upload in the correct format. We recommend including the following information for a bulk import: First Name, Last Name, Phone Number, and Email – This way you can easily find these contacts later. *If you have a phone number or email, just add what you have to the CSV file.

Tracking the Customer Journey

The ‘Activity feed‘ is where you can see automations, communications, NPS scores, and scheduled meetings/appointments.

Integrating your current CRM

Open Administration>Integrations

Choose browse integrations, search for your CRM

If your CRM is not currently listed, select CSV Upload via FTP, and fill out the form. 

You can also reach out to our customer support directly at Contactus@thedfmagency.com or via chat.

Companies

Use Companies to manage the organizations you sell to and serve. Keep company data accurate, track engagement, and associate contacts, opportunities, tasks, and lists.

Why use Companies?
  • Central reference for organization data and relationships
  • Track engagement across emails, tasks, and meetings
  • Associate contacts and opportunities to see full context
  • Enrich with custom fields and segment for targeting
 
What’s Included with Companies?
  • Companies table and profile for searching, filtering, and editing records
  • Default fields (name, website, address, lifecycle, UTM, source, social URLs, etc.) and support for custom fields
  • Engagement fields (last activity, campaign interactions, last contact)
  • Associations to contacts, opportunities, and tasks
  • Activity logging for notes, emails, calls, meetings, and tasks
  • Find Accounts to discover and add local businesses in bulk

Create a company by accessing the CRM dropdown menu>Companies>Create company

View and manage companies
  1. Go to CRM>Companies
  2. Search, sort, and filter the table to find the right records.
  3. Click a company to open the profile and edit details, review engagement, and manage associations.
Log activity on a company
  1. Open a company profile.
  2. In the activity area, choose the activity type: note, email, call, meeting, task, or more.
  3. Add details, outcomes, and follow-up tasks as needed.
Associate contacts and opportunities
  1. From a company profile, associate-related contacts, and opportunities.
  2. Use associations to get the full context when communicating and forecasting.
Discover companies with Find Accounts
  1. Go to CRM>Companies and click ‘Find accounts’.
  2. Search by business type and location, select new businesses, and click ‘Create companies’.
  3. Open View companies to work on a new list.

Activity Feed

The Activity Feed is a centralized timeline of real-time sales and CRM activities. It shows everything that’s happening related to your contacts and companies — all in one place — so you can stay on top of what’s going on without digging into individual records.

Opportunities

What is ‘Opportunities’?

Opportunities help you track potential revenue throughout your sales process. You can link opportunities to CRM records, including contacts and companies, to keep information organized and up to date.

Why is ‘Opportunities’ important?

Managing opportunities lets you visualize, organize, and act on deals across different pipeline stages. It helps you monitor progress, forecast revenue, and ensure timely follow-ups with associated contacts or companies.

What’s Included in ‘Opportunities’?
  • Pipeline View to manage opportunities by stage
  • List View with sortable and filterable data
  • Opportunity Profile Page with a detailed timeline and linked CRM records
  • Manual and Automated Creation of ‘Opportunities’
  • Editable Fields in both profile and table views
  • Flexible Closing Options for won or lost deals
How to Access Opportunities
  1. Go to CRM>Opportunities 
  2. You’ll land on the Pipeline View

 

Before setting up your first Opportunity, you need to create a Pipeline. 

A pipeline mirrors your sales process, with each stage symbolizing a critical step toward closing a deal. While you can adjust stages whenever necessary, carefully designing a pipeline that aligns with your strategy is key. A well-structured pipeline not only provides clarity but also fosters consistent success, guiding your team through each essential phase of the sales journey.

Setting Up Your Pipeline

Pipeline Setup

When you visit the Opportunities page for the first time, you’ll see the option to Set up a pipeline. Clicking this button creates a pipeline with default stages, which you can tailor to match your sales process.

Think of this as your customer’s journey. A typical Pipeline may look like: Prospect/Lead-Appiontment-Purchase-Close Deal. 

First Time Pipeline Setup

In this setup, you have the flexibility to:

  • Add New Stages: Click Add Stage to incorporate additional stages.
  • Remove Stages: Remove stages that don’t fit your process by clicking the “X” on each stage.

Stages are arranged according to their Close Probability to help forecast potential revenue by estimating the likelihood of closing deals at each stage. Note that Closed Won and Closed Lost are default stages, so they can’t be removed, and additional stages cannot have a 0% or 100% Close Probability.

Once you have completed adding the steps to your Pipeline, click save, then select the blue arrow to return to Opportunities. 

Adding or Removing Pipelines

You can create multiple pipelines to support diverse sales processes:

  • Add a New Pipeline: Click Create Pipeline to set up an additional pipeline. There’s no limit to the number of pipelines you can create. 

Create Pipeline

  • Remove a Pipeline: To delete a pipeline, click Delete next to the pipeline. Make sure no opportunities are assigned to it, as any unassigned opportunities from a deleted pipeline will become unattached. 

Delete Pipeline

With these features, you can build a pipeline that accurately reflects your sales strategy, empowering your team to navigate each sales stage with precision and focus.

 

Multiple Pipelines

If you have created multiple pipelines, perhaps labeled by team member, or by products or services sold by your company. You can switch between pipelines by selecting the dropdown toggle. 

Create Opportunities

After creating your first Pipeline, Open CRM>Opportunities

To create a new opportunity:

Click the + Create opportunity button in the top right of the Opportunities page

Create Opportunity Button

  1. Fill out the opportunity details in the form

Create Opportunity Form

  1. Click Create to save the new opportunity. Once saved, you will be able to view your pipeline and start adding every sales opportunity. 

To move an opportunity along the pipeline, drag the opportunity to a new stage. 
 

Editing an Opportunity

You can edit an opportunity by clicking into each opportunity in your pipeline, or in Table view. 

To switch from generic view or list view, select the 4 boxes vs table icons under the Create Opportunity button:

Editing in Generic view (4-box icon)

Click directly on the opportunity you want to edit, opening the profile. At the bottom of the profile, you will see ‘Edit opportunity’. Edit, Save.

Edit Opportunity Profile

From the Table View

Click the three dots menu next to an opportunity and select Edit.

Edit Opportunity Table View

Opportunity Value Analytics

The CRM provides analytics on the total value of your opportunities, broken down by stage.

This visualization helps you understand your sales pipeline and forecast potential revenue.

Managing Opportunity Stages

Each opportunity can be in one of several stages that represent its progression through your customized sales pipeline. 

  • Won: The opportunity has resulted in a sale
  • Lost: The opportunity did not result in a sale

Tasks

Action items you create to track follow-ups, sales activities, or any work you need to complete related to a contact, company, or deal. Tasks help you stay organized and ensure important actions aren’t forgotten.

CRM>Tasks

Select Create Task. Tasks can be ongoing to-do lists, or reminders to send out communications. 

Task Automations

Step 1 – Navigate to Automations in the toolbar.

Step 2 – Click on Create Automation. Here you will see all available templates, or you can create your own. Speak with your account representative for further information. 

Create Automation screen showing available templates

Lists

Use Lists to organize contacts and companies into meaningful segments for outreach, automation, and reporting. There are two types:

  • Static Lists: You add or remove members manually—ideal for fixed groups such as event attendees.
  • Smart Lists: You define rules, and the list updates automatically as data changes (attributes and behaviors).
 
Why use Lists?

Lists make it easy to target the right audience, kick off automations, and keep teams aligned on who to engage.

  • Centralize segmentation for contacts and companies
  • Reduce manual work with automatically updating smart lists
  • Trigger automations when membership changes
What’s Included with Lists?
  • Static Lists for manual curation
  • Smart Lists for rule-based segmentation
  • Start Automation actions from a list
  • Membership Triggers to automate when contacts/companies are added or removed
How to Use Lists

Create a List

  1. Go to CRM>Lists
  2. Click Create then choose Static or Smart

CRM Lists Navigation

 
Create a Static List
  1. Specify filters to select initial members and click Save
  2. Add or remove members any time from the Contacts or Companies tables

Static List Filters Static List Save

Tip: Keep static lists small and intentional—use them for one-time actions or short-term targeting.
 
Create a Smart List
  1. Define rules (for example, “Companies with a contact who opened a marketing email in the last 2 weeks” or “Companies with listing grade C/D/F”).
  2. Click Save. Membership updates automatically as data changes.

Smart List Criteria

 
Start an Automation from a List
  1. Go to CRM>Lists and locate your list.
  2. Open the action menu (three dots) and select Start Automation
  3. Choose an automation for contacts or companies (based on the list type) and run it.

Start Automation

Note: Automations run immediately for the list’s current members. Use membership triggers to handle future additions or removals.
 
Automate When Membership Changes

Available triggers:

  • When a contact is added to a list
  • When a contact is removed from a list
  • When a company is added to a list
  • When a company is removed from a list

Use these to send follow-ups, notify sales, or update CRM stages automatically.

List Triggers

 
Delete a List
  1. Go to CRM>Lists, find the list.
  2. Open the action menu (three dots) and select Delete.
  3. Confirm deletion.

Delete List

FAQ
Can I share Lists with my team? +
Yes. Lists are shared so your team works from the same up-to-date data.
What's the difference between static and smart lists? +
Static lists are manually managed. Smart lists update automatically based on rules you define.
Is there a limit to the number of lists? +
There is no enforced limit. Create as many lists as needed to support your workflows.

Leaderboard

Use the Leaderboard to see top-performing salespeople and teams. Filter, compare time ranges, and identify coaching opportunities.

Why use the Leaderboard?
  • Recognize high performers and motivate your team
  • Spot trends and areas for improvement
  • Compare performance across time ranges
What’s included
  • Rankings by selected metrics
  • Filters by team or timeframe
  • Drill-through to underlying records
How to use the Leaderboard
  1. Go to CRM>Leaderboard
  2. Select the metric and time range
  3. Filter by team or salesperson as needed

Leaderboard overview

FAQ
Which metrics are available? +
Common metrics include opportunities won, revenue, and activity volume. Availability may vary by configuration.

Forms

Use Forms to capture leads from your website directly into the CRM. Embed a form on any page, create the contact automatically, start a conversation in Conversations, and trigger automations for instant follow-up.

Why use Forms?
  • Convert website visitors into contacts automatically
  • Reduce manual data entry with mapped fields and defaults
  • Trigger automations (auto-reply, nurture campaigns, routing)
  • Improve data quality with reCAPTCHA and UTM capture
 
What’s included
  • Form Builder with configurable fields and defaults
  • Design controls for container, fonts, and button
  • reCAPTCHA integration
  • Embed code for easy installation on any site
Step 1: Navigate to CRM > Forms.

Add the key fields you’d like to capture. Keep forms short—conversion rates drop as fields increase.

There are a few different settings you can have on each form field:

For all field types:

  • You can set a default value, which will be submitted when the user submits an empty field.
  • You can mark the field as required, and the user can’t submit the form without filling in the required field.
  • You can make the field hidden, so users won’t see the field and can’t edit it when they fill out the form.
  • You can also populate the specific form field dynamically, which will take the query parameter from the URL to fill in the field.

Tip: Short forms convert better. Consider deferring lower-priority questions to a follow-up email or meeting.

Step 2: Customize the styling to match your website.

You may want to set the form width to 100%, and then manage the width using your page builder. In the “Design” tab, style the container, font, and button.

 

Advanced Styling with Custom CSS

For more advanced customization, you can add custom CSS to style your forms exactly how you want them to appear on your website.

  1. In the form builder, navigate to the Design tab
  2. Scroll down to the Custom CSS section
  3. Add your CSS rules to customize colors, fonts, spacing, and layout
  4. Preview changes in real-time to see how your form will appear

Example custom CSS:

Example custom CSS + 
/* Customize form background */
.form-container {
    background: linear-gradient(135deg, #667eea 0%, #764ba2 100%);
    border-radius: 10px;
    padding: 20px;
}

/* Style input fields */
input[type="text"], input[type="email"] {
    border: 2px solid #4CAF50;
    border-radius: 5px;
    padding: 10px;
}

/* Customize submit button */
.submit-button {
    background-color: #4CAF50;
    color: white;
    border-radius: 25px;
    padding: 12px 30px;
    font-weight: bold;
}

Tip: Test your custom CSS on different devices to ensure your form looks great on desktop, tablet, and mobile.

Step 3: Set up reCAPTCHA in the form to prevent Spam.

In the form builder, under Settings, use the reCAPTCHA section. After generating the site key and secret key, setup completes automatically (this can take a few minutes).

 
Step 4: Copy the embed code for the form, and place it on your website landing page or contact page.

If using WordPress (e.g., Divi), add a “Code” block and paste the embed code.

 

Step 5: Test your form, to confirm that a contact is captured in the CRM.

Automate follow‑up from your form

You can create and manage automations directly from a form using the Automation tab.

  1. Go to CRM>Forms and open an existing form (or create a new one)
  2. Click the Automation tab in the form editor
  3. If no automation exists, choose a template like “Send follow‑up email when a form is submitted” or start from Blank
  4. Configure the suggested step (for example, select a campaign for the follow‑up email) and click Save
  5. Toggle the automation ‘On’ using the switch in the top‑right

To build more complex workflows:

  • Click Advance Mode to open the full automation builder
  • Add Conditions and additional Actions as needed (for example, apply a tag, assign a task, send SMS)

 

Tip: Starting from a template is the fastest way to launch a reliable follow‑up. You can always switch to Advance Mode to add steps later.

Note: The Automation tab shows all automations connected to the selected form.

FAQ
My form isn’t always capturing UTM fields — why might that be? +
For the form to capture UTM parameters, they must still be present in the browser address bar when the form is submitted. If a user clicks away from your landing page to visit another page on your site and you don’t have a UTM preservation tool active, those UTMs can be lost and won’t be captured. One way to prevent this is removing links from your landing page so leads complete the form on that page and nowhere else.
Can I trigger automations from a specific form? +
Yes. Open your form and use the Automation tab to create or manage a workflow tied to that specific form. You can also build it from the Automations area by choosing the “When a form is submitted” trigger and adding steps such as tagging, notifications, or follow-ups.
Where do I find the Automation tab? +
Go to CRM > Forms, open a form, and click the Automation tab.
Can I use a template to set up a form automation? +
Yes. If no automation exists yet, you’ll see options to start from a template or from blank.
Can I add multiple steps to a form automation? +
Yes. Click Advanced mode to open the full builder and add Conditions and Actions, just like any other automation.
How do I enable or disable a form automation? +
Use the toggle at the top-right of the Automation tab.
Can I delete a form automation from the tab? +
Not yet. To delete an automation, go to the main Automations page, open the automation, and delete it there.
How do I add custom CSS to style my forms? +
In the form builder, go to the Design tab and scroll to the Custom CSS section. You can add CSS rules to customize colors, fonts, spacing, and layout. Changes preview in real time.
Can I use custom CSS to make my forms responsive? +
Yes. You can add media queries and responsive CSS rules in the Custom CSS section to ensure your forms look great on all devices.
What CSS classes can I target for form styling? +
You can target standard form elements such as .form-container, input[type="text"], input[type="email"], .submit-button, and other standard HTML form elements. Use your browser’s developer tools to inspect the form structure.

My Meetings

Click here to view My Meetings guide

Lead Scoring

If enabled, configure scoring criteria in Administration>Score and use the score to prioritize outreach in the company table.

Tip: Start with a simple score combining profile fit and engagement. Iterate after you review early results.

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