UFG Works Rep Guide -> CRM Guide

CRM Guide

Use organizations, people, leads, deals, and Aircall contacts for the right jobs.

This is the reference page for how the UFG CRM model fits together and what data belongs where.

The Four Objects

Organization = Account
The permanent company record. Store website, main line, general inquiry email, address, region, and account tier here.
Person = Real Human
People are real contacts only. Do not create fake category or department contacts just to fill a field.
Lead = Active Outreach Thread
The working record before the opportunity is qualified. A lead can be org-only during contact discovery.
Deal = Qualified Opportunity
Deals exist after the call outcome becomes a real opportunity, not for early prospecting.

Data Ownership

Organization owns

  • Company name
  • Website
  • Address
  • Main line
  • General inquiry email
  • Region, segment, tier, lifecycle

Person owns

  • Full name
  • Direct phone
  • Email
  • Job title
  • Contact role

Lead owns

  • Qualification status
  • Priority
  • Lead-specific notes
  • Lead activities

Deal owns

  • Opportunity stage
  • Walkthrough / proposal / negotiation path
  • Qualified pipeline follow-up

Pipedrive Lists And Records

Activities = What To Do Now

The activity queue is the real working list. Calls, emails, meetings, and tasks should live here.

Leads = Active Threads

Use leads for active outreach records, current notes, and qualification work.

Organizations = Account Book

Organizations are the source of truth for company-level data and fallback reachability.

People = Real Humans Only

Create or update people when you have a real name, title, email, or direct phone.

Deals = Qualified Only

Do not create deals for early prospecting or vague interest.

Aircall Is Not The Source Of Truth

Aircall exists to help the dialer work cleanly. Pipedrive is the master CRM.

Aircall People, Organizations, And History

Aircall People

Use when the dialer has a real named human with a usable phone.

Aircall Organizations

Use for front desks, main lines, and shared account-level contact paths.

Aircall Call History

Use it to go back and tag a call you forgot to wrap up properly.

Conflict Rule

If Aircall shows the wrong label but the number is correct, still work the call and let ops clean the label later.
Healthy Aircall state
Real direct numbers should resolve to real people. Shared school, office, or front-desk lines should resolve to the organization or a front-door style contact.