CRM Basics
What the CRM is, and what it is for
The CRM as the place your team works leads and deals, and how it sits alongside the contacts, enquiries and sales you already have in Gorilla Dash.
Last updated September 2, 2026
The CRM is where selling happens. Everything else in Gorilla Dash records what a customer has already done — an enquiry they sent, an order they placed. The CRM is about what happens next: who is following them up, what was said, what you expect to win, and when.
It runs on the contacts you already have. A CRM contact is the same person record the rest of Gorilla Dash uses, so a customer who bought last year and a lead your rep is chasing this week are one record, not two.
The four things it tracks
| Record | What it is |
|---|---|
| Contact | A person. The same person record used by enquiries, marketing and sales. |
| Company | The business a contact works for. Companies belong to a tribe, so each tribe keeps its own list. |
| Opportunity | A deal you expect to win: what it is worth, what stage it is at, and when you expect to close it. |
| Task | Something someone has to do, on a date, for a contact or a company. |
Around those sit the things that record contact: calls, emails and meetings, logged by hand or picked up automatically from a connected mailbox.
How work moves through it
- Something arrives — a website enquiry, an imported list, a name a rep added.
- It becomes an active lead, assigned to a rep.
- The rep works it: calls, emails, meetings, tasks — all recorded against the contact.
- When there is real money in play it becomes an opportunity with a value and an expected close date.
- The opportunity is won or lost, and the pipeline tells you what that did to the month.
Where it meets the rest of Gorilla Dash
| Module | What it shares with the CRM |
|---|---|
| People | The same contact records. A person added in either place appears in both. |
| Enquiries | Website and form enquiries land in the CRM as something to work. |
| Sales | Sales from your point of sale appear on the company, and can be linked to the opportunity that won them. |
| Marketing | A contact's mailing lists and automations are visible from their profile. |
Who it is for
- A rep lives in their own tribe: their leads, their tasks, their calls.
- A tribe manager works the tribe view — the whole tribe's pipeline and who is on what.
- Head office works the organisation view, which is every tribe at once, and owns the settings that every tribe shares.