Using the Built-in CRM

CRM Overview

WittyForm includes a built-in Customer Relationship Management (CRM) system that automatically turns form submissions into contacts. Instead of exporting data to a separate CRM tool, you can manage your leads, contacts, and deals directly inside WittyForm.

The CRM is available from the main dashboard sidebar under CRM. It works across all your forms: every submission from any form can feed into the same contact database.

How Submissions Become Contacts

When someone submits a form, WittyForm automatically creates or updates a contact in the CRM:

• New contact: If the email address has not been seen before, a new contact record is created with all the submitted data.
• Existing contact: If the email address matches an existing contact, the new submission is linked to that contact's profile. The contact's data is updated with the latest values.

The matching is based on the email field in your form. If your form does not have an email field, a new contact is created for each submission.

Viewing Contact Profiles

Click on any contact in the CRM list to open their full profile. The profile page includes:

• Contact Info: Name, email, phone, company, and any other fields captured from form submissions.
• Submission History: A timeline of every form submission from this contact, across all your forms. Click any submission to see the full response.
• Lead Score: A numeric score indicating the contact's engagement level (see Lead Scoring below).
• Tags: Custom labels you can add to organize contacts (e.g., "VIP", "Enterprise", "Follow Up").
• Notes: Free-text notes you or your team can add for context.
• Deals: Any deals associated with this contact (see Deal Stages below).

Lead Scoring

Lead scoring helps you prioritize contacts by assigning points based on their actions and attributes. Higher scores indicate more engaged or qualified leads.

Automatic Scoring

WittyForm assigns points automatically based on:

• Form submissions: Each submission earns points. Submitting a contact form might earn 10 points, while requesting a demo might earn 50 points.
• Number of submissions: Repeat submissions from the same contact earn additional points.
• Recency: Recent activity is weighted more heavily than older activity.

Custom Scoring Rules

Set up custom scoring rules in CRM > Settings > Lead Scoring:

• Field-based scoring: Award points based on specific field values. For example: "Company Size" equals "Enterprise" → +30 points.
• Form-based scoring: Assign different point values to different forms. A demo request form might be worth more than a newsletter signup.

Deal Stages

Track the progress of potential deals through your sales pipeline using deal stages.

Default Pipeline

WittyForm provides a default pipeline with common stages:

1. New Lead: Contact has just entered the system.
2. Contacted: You have reached out to the contact.
3. Qualified: The contact meets your criteria for a potential customer.
4. Proposal Sent: You have sent a proposal or quote.
5. Won: The deal is closed and won.
6. Lost: The deal is closed and lost.

Customizing Stages

You can rename, add, remove, or reorder stages in CRM > Settings > Pipeline. Tailor the pipeline to match your actual sales process.

Moving Contacts Between Stages

Drag and drop contacts between stages in the pipeline (Kanban) view, or update the stage from a contact's profile page. You can also set up automation rules to move contacts between stages based on form submissions or other triggers.

Filtering and Searching Contacts

With a growing contact list, filtering and search are essential. The CRM provides several tools:

Search

Use the search bar at the top of the CRM to find contacts by name, email, company, or any other field value. Search results update as you type.

Filters

Click Filter to narrow down the contact list by:

• Tags: Show only contacts with specific tags.
• Lead Score: Filter by score range (e.g., show contacts scoring above 50).
• Deal Stage: Show contacts at a specific pipeline stage.
• Form Source: Show contacts who submitted a specific form.
• Date Range: Filter by when the contact was created or last active.
• Field Values: Filter by any submitted field value (e.g., "Country equals United States").

You can combine multiple filters and save filter presets for quick access.

Exporting Contacts

Export your contact list (or a filtered subset) to CSV for use in other tools. Click Export in the CRM toolbar and choose which fields to include.