Marketing & CRM
Marketing & CRM is where demand turns into revenue: you capture prospects, work them through a sales pipeline, send quotations, and hand accepted quotes straight to Sales as orders — with no re-keying between teams.
How it fits together
Raya runs demand capture and deal-working as one connected flow:
Capture → Qualify → Quote → Convert
- Capture — a public lead form, a campaign reply, or a manual entry creates a lead.
- Qualify — the sales owner works the lead through pipeline stages, logging calls and follow-ups along the way.
- Quote — send a versioned quotation (proforma) once there's a real opportunity.
- Convert — an accepted quote becomes a Sales Order in one click, and the lead is marked Won.
Follow one deal all the way through
Every page in this module tells the same story, so you can watch one enquiry become an order. Meet our worked example:
Meridian Supplies, a packaging distributor, fills in your website's Get a Quote form asking for 8 MT (8,000 kg) of LDPE Film. Over the next week your rep qualifies the enquiry, logs a call where Meridian asks for ₹115/kg against your ₹128/kg list rate, sends a quotation that gets revised to ₹120/kg, and finally converts the accepted quote into a Sales Order.
Here is how that single enquiry travels the four stages — each row links to the page that covers it in depth:
| Stage | What happens for Meridian | Where in Raya | Lead status |
|---|---|---|---|
| Capture | The Get a Quote form submission auto-creates a lead, tagged Source = Website | Leads & Pipeline | New |
| Qualify | Rep calls Meridian, logs the enquiry + the ₹115/kg ask, sets a follow-up | Activities & Calendar | Qualified |
| Quote | Quotation raised at ₹128/kg (v1), revised to ₹120/kg (v2), PDF sent | Quotations | Proposition |
| Convert | Meridian accepts; one click builds a Sales Order for 8 MT | Quotations | Won |
:::info Two lead systems, one pipeline Lead forms are the public-facing pages your marketing team shares to collect prospects. CRM leads are the internal pipeline your sales team works. A form submission becomes a CRM lead automatically, so nothing falls through the cracks. :::
What you can do
- Publish branded lead capture forms with a public URL, embed code and QR code — with field-level control, branding, expiry and submission limits.
- Track every deal on a pipeline (New → Qualified → Proposition → Won / Lost / On Hold).
- Score, assign and prioritise leads, and never miss a follow-up.
- Send versioned quotations priced from live stock and convert them to orders.
- Run bulk email and WhatsApp campaigns with engagement gating, and reply from a shared two-way Inbox.
- Log calls, notes and meetings — including a rate captured during negotiation — and see every follow-up on a calendar.
Sub-pages
| Sub-tab | What it's for |
|---|---|
| Overview | Pipeline KPIs and quick links |
| Leads & Pipeline | Capture forms, stages, scoring, assignment, follow-ups |
| Quotations | Create, price, version, send and convert proforma quotes |
| Campaigns & Inbox | Bulk email/WhatsApp outreach and two-way replies |
| Activities & Calendar | Log interactions and schedule follow-ups |
Where a deal comes from — and where it goes
A lead rarely starts cold. The festive-season campaign you send over WhatsApp and email (see Campaigns & Inbox) is often what makes a distributor like Meridian click through and fill in the form in the first place. From the other end, once the quote is converted, the deal leaves CRM and continues its life in Sales and Operations.
Campaign ──► Lead form ──► CRM lead ──► Quotation ──► Sales Order ──► Invoice ──► Payment
(Marketing) (Capture) (Qualify) (Quote) (Convert) (Sales) (Finance)
:::tip Nothing gets re-keyed The customer, items, quantities and rates on the quotation flow straight onto the Sales Order at conversion. The rep never retypes Meridian's 8 MT order — it carries across, and the lead flips to Won automatically. :::
Who does what
| Team | Works in | On the Meridian deal |
|---|---|---|
| Marketing | Lead forms, Campaigns | Runs the festive campaign; owns the Get a Quote form |
| Sales | Leads, Activities, Quotations | Qualifies Meridian, logs the call, quotes and converts |
| Sales manager | Pipeline & reports | Watches forecast, win rate and rep activity |
Reporting
The pipeline rolls up into the numbers a sales manager watches:
| Metric | Answers |
|---|---|
| Pipeline value by stage | How much is riding on each stage right now |
| Win rate — Won ÷ (Won + Lost) | How often quotes turn into orders |
| Average deal size | The typical order value |
| Average time-to-close | How long capture → Won takes |
| Activity volume per rep | Who's working their leads |
| Source attribution | Which forms and campaigns produce won deals |
Related
- Sales — convert quotations into orders and invoices.
- Accounts — the customers and contacts a lead links to.
- Lead-to-Cash — the full cycle from capture to payment.