Crm integration

Skill LeadMagic/gtm-skills/skills/automation/crm-integration

Configure CRM systems for GTM — lifecycle stages, deal stages, field ownership, enrichment sync, dedupe, required fields, and reporting. Use when setting up HubSpot, Salesforce, Attio, or any CRM integration for sales and marketing teams.From its SKILL.md

Install

npx -y skills add LeadMagic/gtm-skills --skill crm-integration

Assembled from the repository path, not quoted from the project. Check it against their README if it does not work.

What its file declares

Copied from the file, not written here

The file declares its own license as MIT. That is the author’s claim about this one file, and it is not the same thing as the license GitHub reports for the repository, which is listed with the other numbers below.

SKILL.md

6.5 KB, ~1.3k tokens by cl100k_base, as published. Nobody here has run it

CRM Integration

Overview

Most CRM problems are process problems disguised as software problems. Teams add fields, automations, and sync rules before deciding what the CRM is supposed to be the source of truth for.

This skill designs a CRM integration that supports GTM execution without turning into rep admin theater: clear lifecycle stages, field ownership, enrichment sync, dedupe, and stage-gate rules.

When to Use

Use this skill when the user asks to "set up our CRM for sales", "configure HubSpot", "configure Salesforce", "set up Attio", "design deal stages", "integrate enrichment with CRM", "clean up CRM data", "define lifecycle stages", or "build CRM reporting".

Use crm-toolkit for platform selection, contacts-vs-leads architecture, and blueprints — then platform setup skills (hubspot-setup, salesforce-setup, attio-setup) for rollout.

Authoritative Foundations

Winning by Design — Bowtie Model

CRM design should cover the full bowtie: acquisition, conversion, retention, expansion, and advocacy. Most teams only model pipeline and ignore post-sale stages.

HubSpot — Lifecycle Stage Model

HubSpot's lifecycle model is useful for SMB and mid-market teams because it connects marketing, sales, and CS handoffs with clear stage definitions.

Salesforce — Opportunity and Object Architecture

Salesforce works best when object relationships, required fields, and automation rules are designed before admins start customizing pages.

Attio — Programmable CRM Model

Attio's flexible object model works well for teams that need relationship intelligence, custom objects, and lightweight GTM workflows without Salesforce overhead.

Prerequisites

Defined GTM motion: PLG, sales-led, founder-led, or hybrid
ICP tiers and segments
Sales stages and exit criteria
CRM owner/admin
Enrichment sources
Sequencer and marketing automation tools
Reporting requirements

Step-by-Step Process

Phase 1: Define Source-of-Truth Rules

Data Type	Source of Truth	Write Access
Contact identity	CRM	CRM + enrichment upsert
Lifecycle stage	CRM	Automation + owner override
Deal stage	CRM	Deal owner
Enrichment fields	Enrichment pipeline	Enrichment system only
Suppression/opt-out	CRM/compliance	Compliance automation only
Activity history	CRM	Integrated tools

No integration should write fields it does not own.

Phase 2: Build Lifecycle Stages

Recommended stages: subscriber/raw lead, lead, MQL, SQL, opportunity, customer, expansion candidate, evangelist/referral source. Each stage needs entry criteria and exit criteria.

Phase 3: Design Deal Stages

Stage	Required Exit Criteria
Discovery	Pain, persona, account fit captured
Qualified	Need, authority, timeline, next step confirmed
Demo / Evaluation	Success criteria and stakeholders documented
Proposal	Scope, pricing, decision process known
Negotiation	Procurement/legal path identified
Closed Won/Lost	Reason code and next action captured

Enterprise motions can add MEDDICC fields. SMB motions should keep required fields lighter.

Phase 4: Integrate Enrichment

Enrichment writes only enrichment-owned fields, never overwrites manually corrected CRM fields without confirmation, uses source + timestamp columns, and exposes failed enrichment as a visible status.

Phase 5: Reporting and Governance

Minimum dashboards: funnel conversion by lifecycle stage, pipeline by stage and owner, stage aging, source-to-revenue attribution, data completeness, enrichment coverage and freshness.

Output Format

# CRM Integration Blueprint

## Source-of-Truth Rules
| Field Group | Source | Allowed Writers | Overwrite Rule |
|---|---|---|---|

## Lifecycle Stages
| Stage | Entry Criteria | Exit Criteria | Owner |
|---|---|---|---|

## Deal Pipeline
| Stage | Required Fields | Exit Criteria | Automation |
|---|---|---|---|

## Integration Map
| Tool | Reads From CRM | Writes To CRM | Risk |
|---|---|---|---|

Quality Check

Before delivering, verify:

Every stage has entry and exit criteria
Field ownership is defined
Enrichment cannot overwrite human-owned fields silently
Required fields are minimal enough reps will use them
CRM supports marketing, sales, and CS handoffs
Dashboards cover funnel, pipeline, stage aging, and data quality

Common Pitfalls

Two-way sync everywhere. Creates conflicts and loops. Fix: define read/write ownership per tool.
Too many required fields. Reps stop updating CRM. Fix: require only fields needed for the next stage.
No stage exit criteria. Pipeline becomes subjective. Fix: write objective exit rules.
CRM as the process. Tools do not create process. Fix: define process first, configure second.
No data freshness. Old enriched fields linger forever. Fix: source and timestamp every enrichment field.
No lost reason taxonomy. Closed-lost learning disappears. Fix: standardized lost reasons with notes.

Execution Artifacts

references/framework-notes.md — named frameworks, citation anchors, and operating assumptions
templates/output-template.md — copy-paste deliverable structure for the user
scripts/check-output.py — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand: Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

Related Skills

hubspot-setup — HubSpot-specific implementation
salesforce-setup — Salesforce-specific implementation
attio-setup — Attio-specific implementation
gtm-operations — governance and operating cadence

What ships with it: 3 files

2.2 KB alongside SKILL.md, 1 of them executable

Gives 0 of the 12 instructions most sales audience skills give in ~1.3k tokens

Counted across 401 of the 401 authors here whose files we hold, read 2026-08-07

Read product marketing context before asking questionsin 21 of 401, across 11 files
Acknowledge competitor strengths honestlyin 18 of 401, across 7 files
Start every page with a summaryin 15 of 401, across 4 files
Use a single, low-friction call to actionin 15 of 401, across 7 files
Create a single source of truth for each competitorin 14 of 401, across 3 files
Make each follow-up email add new valuein 11 of 401, across 5 files
Cut any sentence that does not drive a replyin 10 of 401, across 4 files
Tie personalization directly to the problemin 10 of 401, across 4 files
Write paragraph comparisons for each dimensionin 9 of 401, across 3 files
Link between related competitor pagesin 9 of 401, across 3 files
Keep subject lines short and lowercasein 9 of 401, across 3 files
Define ideal customer profile from top customersin 9 of 401, across 3 files

Said here and by no other author read

define source-of-truth rules per data type
restrict write access to field owners
build lifecycle stages with entry and exit criteria
design deal stages with objective exit criteria
limit required fields to only those needed for next stage
integrate enrichment to write enrichment-owned fields only

Grouped from the skills themselves: near-identical wordings counted once, and counted by distinct author, so one author publishing three of these counts once. Length counted with cl100k_base; the agent that loads this file may tokenize it differently.