> ## Documentation Index
> Fetch the complete documentation index at: https://docs.sapt.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# CRM

> People, companies, lists, and pipeline — where your ad leads land, get qualified, and get followed up.

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](/docs/mintlify/mcp/overview).

## 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](/docs/mintlify/platform/ads).
* Follow up fast and consistently with [workflows](/docs/mintlify/platform/workflows), before intent fades.
* Keep every interaction in the account's [memory](/docs/mintlify/platform/memory), so nothing restarts from zero.

## Keep going

<CardGroup cols={2}>
  <Card title="Workflows" href="/docs/mintlify/platform/workflows" description="Automate qualification, follow-up, and handoff." />

  <Card title="Ads" href="/docs/mintlify/platform/ads" description="Turn qualified outcomes into better ad signal." />
</CardGroup>