CRM ..

Here’s a detailed breakdown of the CRM (Customer Relationship Management) module in MYOB Acumatica. The CRM module is fully integrated with the rest of the ERP, allowing organisations to manage leads, contacts, opportunities, customer service, marketing, and sales pipelines in a centralized, cloud-based system.

🧠 CRM Module Overview

MYOB Acumatica CRM is designed for both B2B and B2C environments, empowering sales, marketing, and support teams to work from a single source of truth. It eliminates data silos and improves customer visibility across departments.

🔍 CORE CRM FUNCTIONALITY

1. Lead & Contact Management

• Capture and manage leads, contacts, and accounts (customers/prospects).

• Multiple contacts per company.

• Track lead source, status, class, and ownership.

• Set lead scoring rules for automatic prioritization.

• Lead deduplication and merging.

2. Opportunity Management

• Track sales opportunities by:

  • Stage (customizable pipeline stages)

  • Amount and close probability

  • Assigned salesperson or team

• Add related quotes, activities, tasks, and emails.

• Convert opportunities into sales orders or projects.

Features:

• Multiple opportunities per customer

• Activity tracking (calls, tasks, meetings)

• Automated follow-up reminders

3. Account & Customer Management

• 360° view of all customer interactions:

  • Orders

  • Invoices

  • Projects

  • Support cases

  • Payments

• Track customer attributes, preferences, and classifications.

• Define customer types (prospect, customer, inactive, etc.)

4. Marketing Automation

• Build and manage email campaigns, target lists, and campaign performance.

• Segment contacts by location, industry, or behavior.

• Track campaign ROI (link marketing to converted opportunities).

• Define nurture flows with manual or automated actions.

Integrations:

• Mailchimp, HubSpot (via connectors or APIs)

5. Case Management / Customer Support

• Manage service cases, issues, and requests.

• Track by status, severity, SLA, and assigned agent.

• Link cases to customers, opportunities, orders, or projects.

• Email integration: create or update cases from customer emails.

• Knowledge base support (internal FAQs for agents).

6. Email & Activity Tracking

• Full activity history by contact or opportunity.

• Link emails, calls, meetings, and notes to accounts.

• Integration with:

  • Microsoft Outlook (plugin)

  • Exchange Server

  • Gmail (via IMAP/SMTP)

7. Quoting & Sales Orders

• Create quotes directly from the CRM.

• Convert quotes to sales orders without rekeying data.

• Support for:

  • Discount rules

  • Custom pricing per customer or campaign

  • Product availability lookups

• Integration with inventory and financials for accurate pricing

8. Workflow & Automation

• Create workflow automation by:

  • Lead status

  • Opportunity stage

  • Inactivity alerts

• Approval flows for quotes, discounts, or large deals.

• Automatically assign leads/opportunities by region or owner.

9. Dashboards & Reporting

• Built-in CRM dashboards for:

  • Sales pipeline

  • Lead conversion

  • Win/loss analysis

  • Customer retention

• Export reports or build custom views using:

  • Generic Inquiries

  • Pivot Tables

  • KPIs by role (sales rep, support manager, etc.)

🤝 INTEGRATION WITH ERP MODULES

ModuleIntegration Point

Sales OrdersConvert CRM quotes to sales orders

ProjectsConvert opportunities to billable projects

FinanceView invoices, AR balances, credit limits within CRM

InventoryReal-time stock levels and pricing in CRM quotes

MarketingCampaign results link to customer records

📱 MOBILE & CLOUD FUNCTIONALITY

• Access full CRM features from any browser or mobile device.

• Mobile app supports:

  • Contact lookup

  • Activity entry

  • Opportunity status updates

  • GPS check-ins and calendar sync

✅ KEY BENEFITS

Benefit                         Value

Unified Data                             All teams (sales, service, finance) work from one record

Increased Sales Productivity    Automation of lead routing, follow-ups, and opportunity tracking

Better Customer Service           Fast access to service history and account details

Integrated Quoting                   Seamless quote-to-order process

Real-Time Analytics                  Up-to-date sales and marketing insights at your fingertips

🧠 USE CASE EXAMPLES

Example 1: B2B Sales Company

• Marketing runs a campaign → leads are routed to sales reps → quotes are generated from opportunities → orders are converted and fulfilled → customer support manages service issues.

Example 2: Professional Services Firm

• Leads from the website create CRM records → Sales manages opportunity pipeline → When won, opportunity is converted to a project with budgets, time tracking, and billing.

🛠 EXTENSIBILITY

• REST API and Webhooks for integrations

• Add custom fields, screens, and automation steps

• Connect to tools like Power BI, Mailchimp, HubSpot, and more