CRM & Opportunities
Turn discovery conversations into actionable deal intelligence with built-in CRM features and AI-powered deal coaching.
The CRM & Opportunities feature transforms customer conversations into structured sales intelligence. Every interview can be linked to an opportunity, automatically extracting stakeholder relationships, next steps, and deal context. The AI Deal Advisor then analyzes this data to provide strategic recommendations for advancing deals.
Key Capabilities
- Create and manage opportunities (deals)
- Link conversations to opportunities
- Track stakeholders with role classification
- Extract and manage next steps with ownership
- Get AI-powered deal advice
💡 Quick Start
Record a customer conversation → Create an opportunity → Link the conversation → Get AI advice. The entire workflow takes under 5 minutes!
Create opportunities directly from the CRM page or while processing an interview.
From the Opportunities Page
- Navigate to CRM in the sidebar
- Click "+ New Opportunity" in the header
- Fill in: Title (required), Stage, Amount, Close Date, Product/Solution, Notes
- Click "Create Opportunity"
From a Conversation
- Open an interview detail page
- Click "Link to Opportunity"
- Click "Create New Opportunity"
- System pre-fills fields based on conversation context
- Review and save
⚡ Tip
Creating opportunities from conversations automatically links the interview and extracts stakeholder information.
Linking interviews enables automatic extraction of stakeholders, next steps, and deal context.
What Happens When You Link
- Extracts stakeholders from the conversation with role classification (Decision Maker, Influencer, Blocker)
- Identifies next steps with owners and timing
- Analyzes the conversation using sales frameworks (BANT, MEDDIC, SPICED)
- Updates the opportunity with fresh insights
Note
The Sales Lens analysis runs in the background. You'll see stakeholders and next steps appear within 1-2 minutes.
The Stakeholder Matrix provides a centralized view of all people involved in the deal, extracted from linked conversations.
Stakeholder Types
Influence Levels
💡 Editing Stakeholders
All fields are inline-editable. Click any cell in the matrix to edit. Changes save automatically.
The AI Deal Advisor analyzes your opportunity data and provides strategic recommendations.
What It Analyzes
- Stakeholder coverage - Are you engaging the right people?
- Next step momentum - Are actions clear, owned, and time-bound?
- Deal qualification - Is this a real opportunity?
- Risk factors - What could prevent closing?
- Conversation history - Insights from linked interviews
Understanding the Recommendations
Status Assessment
One-sentence summary of deal health and momentum.
Example: "Strong momentum with executive engagement, but timeline clarity needed before Q4 close."
Recommendations (2-3 actions)
Specific, actionable next steps with clear ownership and timing.
Risks (1-2 blockers)
Concrete risks or red flags that could derail the deal.
Confidence Levels
💡 When to Use the Advisor
Get fresh advice after every conversation, before key meetings, when deals stall, or during deal reviews. Click "Get Advice" again after updating stakeholder information or completing next steps.
No stakeholders showing up
Ensure interview is linked (look for "Linked Interviews" section). Wait 1-2 minutes for Sales Lens extraction, then refresh the page. If still missing, manually add stakeholders.
AI Advisor returns no recommendations
Link at least one conversation, ensure stakeholders are populated, and add some next steps (even manual ones). Then try again.
Next steps seem inaccurate
Review the source evidence (hover to see transcript snippet). Edit or remove inaccurate next steps and add manual next steps for clarity.
Can't find my opportunity
Check you're in the correct project (top nav). Use the search/filter on opportunities page. Verify it's not in a different account.
🎯 Maximize AI Accuracy
- Link conversations as soon as possible after calls
- Ensure stakeholder names/emails are correct (improves matching)
- Add manual context in Notes that wasn't captured in calls
- Update next steps ownership promptly
📊 Keep Data Fresh
- Review stakeholder matrix weekly
- Mark completed next steps or update status
- Get fresh AI advice before key meetings
- Link all relevant conversations, not just discovery calls
🤝 Improve Collaboration
- Share opportunity links with team members
- Use AI recommendations in deal reviews
- Reference specific conversation evidence when debating strategy
- Track recommendation history to show progress