CRM - Sapt

The CRM is where the people your ads bring in actually live. A lead that clicks an ad becomes a record here, with the context to qualify it and the pipeline to move it forward — so spend connects to outcomes instead of disappearing into a form.

What it holds

Record	What it’s for
People	Individual contacts — leads, prospects, and customers.
Companies	Organizations, with the people related to them.
Lists	Segments you group for outreach, reporting, or campaigns.
Pipeline	The stages a person moves through, from new lead to won.

Records are structured, so they’re equally usable by a teammate in the dashboard and by an AI assistant through the MCP connector.

Why it matters for ads

Cheap leads are easy. Qualified ones are the point. Keeping leads in the CRM lets you:

See which campaigns produce leads that actually book and buy, and feed that back as signal.
Follow up fast and consistently with workflows, before intent fades.
Keep every interaction in the account’s memory, so nothing restarts from zero.

Keep going

Workflows

Ads