Features
A complete CRM, with a data quality engine built in
Manage leads, deals and activities in one workspace while CRM Anvil keeps the records underneath clean — duplicates found, formats fixed, opt-outs honoured and every change reversible.
Everything a sales team needs day to day — leads, contacts, companies, deals, activities and reporting in one place.
The part that makes CRM Anvil different: it measures, cleans and protects the data underneath — in its own workspace or in the CRM you already use.
AI that explains its reasoning, cites its sources and waits for your approval before anything changes.
01 · 10 capabilities
CRM workspace
Everything a sales team needs day to day — leads, contacts, companies, deals, activities and reporting in one place.
Contacts, companies & Customer 360
One record per customer, with the whole story on it
Every contact and company page shows details, open and closed deals, emails, meetings, tasks, notes, files, consent and data-quality warnings in one timeline — filtered to what each user is allowed to see.
- Multiple emails, phone numbers and addresses per contact
- Parent companies, branches and subsidiaries as a real hierarchy
- Source, creation date, last activity and verification status on every record
- Bounced, invalid, stale or suppressed channels flagged inline
- Custom fields and configurable forms per record type
- Email sentProposal follow-up — template v2Today 09:12
- MeetingFleet review with procurementYesterday
- Stage changedDiscovery → Proposal14 Oct
- Records merged5 duplicates → C-10441 · reversible12 Oct
- Preference updatedMarketing email: opted out02 Oct
Leads & lead scoring
Capture, qualify and convert without losing the trail
Leads arrive from web forms, imports, the API and connected tools — checked for duplicates and missing fields before they are created, then routed to the right owner.
- Hosted and embeddable web forms with consent fields and spam protection
- Configurable stages and disqualification reason codes
- One-click conversion to contact, company and opportunity — attribution and history kept
- Point-based scoring that separates fit from engagement, with score decay
- AI scoring suggestions with an explained breakdown and human override
Opportunities & pipeline
Pipelines your team will actually keep up to date
Drag deals across a Kanban board or work from list views. Required fields guard key stages, and every stage change is recorded with time-in-stage.
- Multiple pipelines for different business units or sales processes
- Weighted value = expected revenue × probability, with the formula shown
- Win rate, average deal size, sales-cycle length and stage conversion
- Stalled-deal and no-next-activity warnings
- Lost reasons, competitor notes and forecast categories
Activities, calendar & email
Every call, meeting and email linked to the right record
Tasks, calls, meetings and emails sit on the record they belong to. Connect supported email and calendar accounts, log conversations and schedule the next step without leaving the deal.
- Day, week, month and agenda views with timezone-aware scheduling
- Recurring tasks, reminders, call outcomes and overdue views
- Email templates with variables, snippets and follow-up reminders
- Private messages can be excluded from CRM logging
- Delivered or read status shown only when the provider reports it
Teams, routing & territories
The right lead reaches the right person, fast
Build sales teams and route work by territory, language, industry, company size, product or source — then test the rules on sample records before switching them on.
- Round-robin assignment that respects availability and workload
- Escalation for unassigned or untouched leads
- Visibility by owner, team, region or role
- Reassignment history with reason codes
Products, price lists & quotations
From opportunity to branded proposal in a few clicks
Keep a catalogue of products and services, apply price lists and customer-specific pricing, and turn an opportunity into a versioned quotation.
- SKUs, units, currencies and effective-dated pricing
- Discount approval thresholds
- Branded PDF proposals with Draft, Sent, Accepted, Rejected and Expired states
- Version history after a quote is sent
- A clear line between a quotation, an order and an invoice
Workflow automation
Automate the follow-up, keep control of the risk
A visual builder with triggers, conditions, delays, approvals and actions. Run any workflow in test mode first, and pause it without losing its history.
- Triggers on record creation, field and stage changes, overdue work, imports and data-quality issues
- Assign owners, create tasks, update permitted fields and notify people
- Version history, execution logs, retries and loop prevention
- Automations can never clear an opt-out without authorised evidence
Custom fields, views, search & documents
Shape the CRM around how your team works
Add fields, tags and saved views, search across everything you're allowed to see, and attach documents to the records they belong to.
- Text, number, date, yes/no, selection, URL and relation fields
- Saved personal and team views with custom columns and grouping
- Global search with exact, prefix and fuzzy matching
- Bulk edits with a preview, a count and an audit record
- Attachments scanned for malware and protected by the parent record's permissions
Dashboards & reporting
Numbers that show their working
Standard dashboards for activity, leads, pipeline, forecast and data health — plus saved reports you can group, filter, export and schedule.
- New leads by source, response times and qualification rates
- Pipeline value, weighted forecast and won/lost results
- Drill down from any chart to the records behind it
- Formulas, refresh times and currency rules shown on every report
- Forecasts clearly separated from actual closed revenue
Mobile, admin, API & customer portal
Ready for the whole organisation
Responsive screens for the road, admin controls for the people running the CRM, and an API for everything else.
- Mobile quick actions to call, email, add a task or log a note
- Roles, teams, SSO, MFA, pipelines, fields and retention in one admin area
- Versioned REST API and signed webhooks with retries and delivery logs
- OAuth apps and scoped API tokens with rotation and revocation
- Optional customer portal for profile updates, requests and documents
02 · 10 capabilities
Data quality engine
The part that makes CRM Anvil different: it measures, cleans and protects the data underneath — in its own workspace or in the CRM you already use.
Import manager & connectors
Bring data in without touching the live CRM
Connect a CRM or upload CSV and Excel files into a staging workspace. Map fields, preview records and validate before anything is imported.
- Encoding, delimiter, date-format, locale and phone-country detection
- Accepted, rejected and warning counts — every rejected row has a reason
- Saved, reusable field mappings
- Repeated-import detection and incremental imports
- Dry-run mode that never writes to the source system
Data audit & health score
One number, and the ranked list behind it
A 0–100 score built from uniqueness, validity, completeness, consistency, freshness, governance and ownership — with the formula and version published in every report.
- Severity levels and affected-record counts for every issue
- Filters by owner, source, region, record type and business unit
- Score trend over time and before-and-after comparisons
- Downloadable CSV and PDF reports
- Read-only from start to finish
Formula and weights shown in every report.
AI deduplication & entity resolution
Mohammed, Muhammad and محمد are one customer
Layered matching — exact identifiers, normalised values, fuzzy and phonetic similarity, context, then AI ranking — with the evidence for every proposed merge.
- Confidence thresholds per record type: auto-merge, review or leave alone
- Survivorship rules per field: newest, most complete, trusted source, or flag the conflict
- Merge preview showing every field, related record and consent conflict
- Shared inboxes and switchboard numbers never prove identity
- Aliases kept so the next import matches first time
Arabic & multilingual matching
Built for how names are actually written in the region
Transliteration variants, compound names, honorifics and Arabic-script and Latin-script records for the same person — compared without throwing away the original.
- Abdul Rahman · Abdulrahman · Abd al-Rahman
- Ahmed · Ahmad — Al Maktoum · Al-Maktoum · AlMaktoum
- Titles such as Dr., Eng. and Sheikh recognised but never treated as proof of identity
- Original-script names preserved alongside normalised forms
- Ambiguous cross-script matches routed to review
Normalisation & rules engine
Every phone number in one format
E.164 phone formatting, email checks, controlled country lists, company-name casing and picklist mapping — driven by a no-code rules engine you can test before applying.
- Country inferred only from reliable context; ambiguous numbers are flagged
- Syntax, domain, disposable-address and bounce checks — kept separate from deliverability
- Warning or blocking rules by source, region, record type and team
- Versioned rules with test cases and an affected-record preview
- Original values always recoverable
Contact & company enrichment
Fill the gaps — never with guesses
Website, industry, company size, headquarters and aliases appended from authorised sources, with the source, confidence and date shown next to each value.
- Candidate matches ranked and shown with evidence
- Applied only according to your rules
- A blank field stays blank when no reliable match exists
- Stale values marked for revalidation
- Enrichment can be switched off for sensitive fields
Consent & suppression reconciliation
One unsubscribe, honoured everywhere
Opt-out and suppression states from the CRM, marketing tools and exports are mapped to one model. Where systems disagree, the stricter state wins and the conflict is logged.
- Consent source, timestamp, purpose and evidence tracked
- Suppression survives merges, imports, conversions and migrations
- Missing consent is never treated as permission
- Suppressed records excluded from exports and campaigns by rule
- Failed syncs flagged and retryable
CRM migration engine
Move platforms without losing the database
Discovery, mapping, dry run, approval, cutover and reconciliation — with record counts, relationship checks and a rollback plan before anything goes live.
- Field, owner, pipeline and status mapping with saved versions
- Sandbox dry runs with sample records and an exception report
- Sign-off recorded before cutover
- Progress by object and batch, API throttling and retry counts
- Source data kept until you sign off
Ongoing hygiene & monitoring
Stop it decaying again
Scheduled scans, checks on new records and alerts that come with evidence and a suggested fix — so the score stays visible instead of quietly sliding.
- “Duplicate rate up 12% after the latest import.”
- “New suppressions in the marketing tool are not reflected in the CRM.”
- “Last successful sync was more than 24 hours ago.”
- Monthly health reports and trend charts by source, team and region
- Exclusions for legitimately shared or repeated records
Audit trail & rollback
Every change logged. Every change reversible.
Imports, merges, normalisations, enrichments, suppression changes, migrations, exports and access changes are all recorded — with before and after values, rule and model versions, and a reversal path.
- Split merged records from stored snapshots
- Original CRM IDs kept
- Reversals previewed first and logged as new events
- Elevated permission required for high-impact reversals
03 · 2 capabilities
AI built in
AI that explains its reasoning, cites its sources and waits for your approval before anything changes.
Ask CRM Anvil
Ask your data a question in plain language
“Show me the top five causes of poor data quality.” “Which records are missing a company website?” The assistant turns questions into safe, read-only queries and cites the records, rules and reports behind every answer.
- Read-only by default — changes and bulk jobs need explicit confirmation
- Answers use only the workspace data each user is allowed to see
- Explains why two records were matched
- Drafts rules and reports for human approval
- Estimates and inferred matches clearly labelled
AI across the CRM
Less admin, same control
AI helps wherever it saves time — and every generated item is marked as a draft until a person approves it.
- Summaries of a contact or opportunity timeline
- Email drafts for review, never sent on their own
- Next-best-activity suggestions and stalled-deal explanations
- Meeting-note summaries and theme tagging
- Structured fields extracted from documents, with source references
- Workflow rules suggested from a plain-language request
Connections
Use it as your CRM, or plug it into the one you have
Salesforce, HubSpot, Zoho CRM, Odoo, spreadsheets, email and calendar, marketing tools and a full REST API.
See CRM Anvil on a sample workspace
A live walkthrough of the CRM and the data quality engine. No free trial to babysit — just the product, shown properly.