L2-L3product

Sales CRM

Vertical CRM for construction — native entities, pipeline visibility, follow-up tracking.

720

Priority Score

Pain × Demand × Edge × Trend × Conversion

1Principles

The right tenth of a CRM.

Why does this matter?

Struggling moment: BD manager prepares for a meeting. Searches email, spreadsheet, notebook to reconstruct a relationship they haven't touched in 3 months.

What we build: Contact → Company → Deal → Venture → Property linked natively. No configuration tax. Construction entities are first-class.

What's out: Email integration, calendar sync, marketing automation, lead scoring. Those are a different tenth.

The drawings that prove the shape

Picture

Fat marker: Contact card opens to linked deals, ventures, property — all one click deep

2Performance

Deal activity this week over 60%.

How will I know it's working?

North star: deals_with_activity_this_week / total_open_deals > 0.60

Appetite: 6 weeks for the foundation layer. If it doesn't ship, reshape — don't extend.

Known (thin tail)	Unknown (check)
Contact CRUD — 29 live	Company permissions — #24
Deal pipeline — kanban works	Calendar — 404, may cut
Stakeholder roles — live	Activity logging — needs verify

Thin tail assessment

Picture

Fat marker: Pipeline kanban with 8 deals. Below: weekly activity rate gauge

3Platform

Four places. Three connections.

What do I already have?

Place	Affordances	Connection
Contact List	Search, filter, click	→ Contact Detail
Contact Detail	Linked deals, ventures, activity	→ Deal Detail
Deal Pipeline	Kanban, drag stage, click	→ Deal Detail
Deal Detail	Stakeholders, venture link, tasks	→ Contact Detail

Rough. The team decides layout, spacing, visual hierarchy.

Build contract

Picture

Fat marker breadboard: Contact List → Contact Detail → Deal Pipeline → Deal Detail

4Process

Three rabbit holes, all patchable.

What could go wrong?

Hole	Severity	Resolution
Company permission #24	Significant	Patch: add company:read
Calendar 404	Minor	Cut: out of this appetite
Activity logging unverified	Minor	Bound: verify with 1 real call

Dependency evidence

Picture

Fat marker: Three holes with patches drawn over each

5Players

10-person EPC firm, spreadsheet pain.

Who needs this and why now?

ICP: Sales director or BD manager at 10-200 person construction/solar EPC firm. 5+ bids per quarter. Currently using spreadsheets.

Hidden objection: "I don't want to enter data just so a system can show it back to me."

What's explicitly out:

RFP answer library (separate PRD)
Stripe payments and subscriptions
AI agent workflows
Email/calendar integration

Story contracts

Picture

Fat marker: Construction team at whiteboard. Speech bubble: 'Who talked to Acme last?'

1 / 5

The pitch is the shape. The pictures prove the thinking. The spec is the test contract.

Pictures Spec

Problem

Situation

Construction sales teams juggle 3-5 tools per deal. Contact history lives in email, pipeline in spreadsheets, follow-ups in notebooks. 22% win rate. A new hire needs 30 minutes of verbal context per deal.

Intention

Full deal context in one click. Contact → Company → Deal → Venture → Property linked natively. No configuration tax. Pipeline visible in 10 seconds, not after a weekly team call.

Obstacle

Generic CRMs force configuration for construction entities (Property, Venture, multi-company deals). Reps stop updating because data entry has no immediate payoff.

Hardest Thing

Hidden objection: 'I don't want to enter data just so a system can show it back to me.' The unlock: relationship linking creates value on first entry — you see the full context immediately.

Scorecard

Priority (5P)

5/5

Pain

4/5

Demand

3/5

Edge

4/5

Trend

3/5

Convert

Readiness (5R)

Principles4 / 5

Performance4 / 5

Platform5 / 5

Process3 / 5

Players3 / 5

What Exists

Component	State	Gap
Contact list + search	Partial	No delete button. 29 contacts render.
Contact detail	Partial	Click-through works. Linked entities visible.
Deal pipeline (kanban)	Working	Cards, Table, Kanban views. 8 deals, $1.32M.
CRM Overview + Dashboard	Working	L4 verified 2026-03-21.
Company pages	Broken	Permission error #24 blocks module.
Activity logging	Partial	Built, needs verification with real data.
Task management	Partial	Page renders. Empty state.
Calendar	Broken	/crm/calendar returns 404.
Stakeholder roles	Working	Role dropdown, influence mapping.
Auth + sessions	Working	L4 verified 2026-03-21.
Stripe payments	Partial	Webhooks not wired.

Relationships

PRD	Contributes
RFP Engine	Peer PRD. RFP depends on CRM contacts and deals.
Identity & Access	Auth dependency (unblocked 2026-02-28)
ETL Data Tool	Feeds business profiles and contacts into CRM
Sales Dev Agent	Consumes CRM pipeline for prospecting

Kill Signal

Contacts but no deals = rolodex. Deals with no activity for 14 days = dead pipeline.

Questions

What's the minimum CRM that a construction sales rep would use instead of their spreadsheet?

If the hidden objection is 'I don't want to enter data,' what creates positive ROI on the first data entry?
Which of the 3 dormant algorithms would produce the most visible value if wired in 1 day?
At what point does a vertical CRM become a platform — and should CRM stay separate from RFP?