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Reports and everyday CRM workflows

Use Fulcrum CRM reports in context, organise a lead-to-deal workflow, review campaign results and keep owners, activities and records consistent.

Start with a question

Open the dashboard and reports with a specific question: which leads need follow-up, which deals have no next step, or what changed in the pipeline? Check the time range, filters and your visibility permissions before comparing totals. A report reflects the underlying records; missing activity or stale stages can make it misleading.

A lead-to-deal workflow

  1. Create or import a contact and check for duplicates.
  2. Set the appropriate owner, lifecycle stage and relevant tags or custom fields.
  3. Log the conversation and create a dated follow-up task.
  4. Create a deal when there is a real opportunity, with an amount, close date and stage.
  5. Update the deal after each meaningful outcome and record the next action.

A contact, a list membership, a task and a deal describe different parts of the relationship. Moving a deal does not replace recording the call or completing the task.

Campaign follow-through

Use lists to select an audience and campaigns and newsletters for sends. Review delivery, bounces, unsubscribes and response context before following up. Verify both the selected audience and suppression behaviour; list membership alone is not permission to send.

Automated lead routing

For a website enquiry, test the lead form and routing rules using a fictional submission you control. Check the resulting contact, assigned owner and follow-up. A successful form submission does not prove the full routing and notification workflow completed.

Cross-product activity

For Lyre and AI actions, inspect the resulting contact activity and any separate phone history. Check the intended record when more than one contact shares a number or company. A call summary should describe an observed outcome, not create an unverified promise.

When a count looks wrong

  • Check the selected organisation and your role.
  • Compare date range, owner, stage and other filters.
  • Inspect sample records rather than immediately reimporting data.
  • Check archived or deleted records and duplicates.
  • Use export and duplicate tools when you need a record-level reconciliation.

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