# What the CRM is for

> A pipeline that knows what the books know — the same companies, the same money.

Section: CRM · Canonical: https://intubu.intuitivecapital-dai.com/docs/crm-overview

CRM → Dashboard.

The reason to have a CRM inside an accounting system rather than beside one is that an account and a customer are the same company. A rep can see the open opportunities *and* the overdue invoices without exporting anything, and campaign return is measured against revenue the ledger actually recorded.

**The objects:**
- **Leads** — people who are not yet anything. See [Converting a lead](https://intubu.intuitivecapital-dai.com/docs/lead-conversion).
- **Accounts** — companies. Optionally linked to an accounting customer; see [Linking a CRM account to an accounting customer](https://intubu.intuitivecapital-dai.com/docs/crm-accounting-link).
- **Contacts** — people at those companies, each with per-channel consent.
- **Opportunities** — deals, on a pipeline with stages. See [The pipeline and its stages](https://intubu.intuitivecapital-dai.com/docs/crm-pipeline).
- **Cases** — support requests with an SLA clock. See [Support cases](https://intubu.intuitivecapital-dai.com/docs/crm-cases).
- **Activities** — calls, meetings, notes and emails against any of the above.

**The dashboard** shows open and weighted pipeline, win rate, open cases and open leads, plus what is closing soon and why deals were lost.