CRM workflow example

See How A Lead Moves Through The Work

See the sample numbers first, then open individual records to inspect the source, owner, next action and outcome.

Fictional walkthrough: Northstar Home Services, its enquiries and every amount shown here are invented. This is a read-only illustration, not the live CLB CRM, a client account or a promise that every integration is included in a plan.

NORTHSTAR HOME SERVICES · SAMPLE COMPANY

CRM overview

Toronto cleaning-service example · CAD · 27 Aug to 25 Sep 2026

Switch periods in the dashboard →

30-day sample. Booked work is not counted as revenue until completed.

Enquiries84Recorded opportunities
Booked jobs2833.3% of enquiries
Completed jobs20Work marked complete
Completed-job revenueCAD 28,400Not including future bookings
Direct job costsCAD 15,600For completed work
Job-level gross marginCAD 12,800Revenue less direct costs
Booking rate33.3%28 booked ÷ 84 enquiries
Job margin rate45.1%Not net profit

Where the sample leads came from

Compare the source of an enquiry with completed work and revenue.

Same 30-day dataset as the dashboard demo
SourceEnquiriesBookedCompletedRevenueJob margin
Google Maps33129CAD 13,050CAD 6,000
Organic Search2486CAD 8,400CAD 3,600
Referral1553CAD 4,200CAD 1,950
Google Ads1232CAD 2,750CAD 1,250
Total842820CAD 28,400CAD 12,800

These are invented examples. Job margin excludes overhead, taxes, ad spend and other business expenses.

Inside the lead workflow

Four selected records from the sample period, not the full set of 84 enquiries. Select a card to inspect the handoff.

New enquiry

Kitchen deep cleanGoogle Business Profile · New
Assigned to
Alex, intake
Next action
Call back today by 3:00 p.m.
Last event
Missed call recorded; alert sent to Alex.
Outcome
Not yet booked. No revenue counted.

Follow-up

Move-out cleaningWebsite organic search · Follow-up
Assigned to
Sam, sales
Next action
Send the agreed quote tomorrow.
Last event
Customer requested available dates.
Outcome
Open opportunity. No revenue counted.

Booked

Recurring home cleanGoogle Ads · Booked
Assigned to
Jordan, scheduling
Next action
Confirm arrival details.
Last event
First visit scheduled for Friday.
Outcome
Booked, not completed. No revenue counted yet.

Completed

Office cleaningReferral · Completed
Assigned to
Taylor, operations
Next action
Send an honest review request if consent allows.
Last event
Job marked complete.
Outcome
CAD 2,400 sample job revenue.

Source labels only work when a connected intake system passes usable tracking data. The actual CRM fields, channels, alerts and follow-up steps are agreed during implementation.

See The Numbers Behind The Workflow

The dashboard demo shows how example enquiries, bookings and completed work roll up into source and revenue reporting.

See the Growth OS Scope