Core CRM
What is Core CRM?
Core CRM is the foundation of RevWiser's intelligence system—the essential entities that represent your sales pipeline and customer relationships. Think of it as the backbone that holds all your customer data, deal information, stakeholder relationships, and engagement history in one organized, intelligent system.
Unlike traditional CRMs that just store data, RevWiser's Core CRM is designed to work seamlessly with AI analysis, providing rich context for every interaction and enabling intelligent insights that help you close more deals.
Core CRM Architecture
┌──────────────────────────────────────────────────────────────────────────────┐
│ CORE CRM ARCHITECTURE │
├──────────────────────────────────────────────────────────────────────────────┤
│ │
│ ┌──────────────┐ 1:N ┌──────────────┐ 1:N ┌────────────┐│
│ │ ACCOUNT │──────────────▶│ OPPORTUNITY │──────────────▶│ ENGAGEMENT ││
│ │ │ └──────────────┘ └────────────┘│
│ │ • Company │ │ • Meeting ││
│ │ • Industry │ │ • Transcript││
│ │ • Size │ │ • Analysis ││
│ │ ... │ │ ... ││
│ └─────┬────────┘ ▲ ││
│ │ │ ││
│ │ 1:N │ M:N ││
│ ▼ │ ││
│ ┌──────────────┐ │ ││
│ │ CONTACT │◀───────────────────────────────────────────────┘ ││
│ │ • Name │ ││
│ │ • Title │ ││
│ │ ... │ ││
│ └─────┬────────┘ ││
│ │ ││
│ │ 1:1 ││
│ ▼ ││
│ ┌──────────────┐ ││
│ │ ROLE │ ││
│ │ • Type │ ││
│ │ ... │ ││
│ └──────────────┘ ││
│ │ ││
│ │ ││
│ ▼ ││
│ ┌────────────────────────────────────────────────────────────────────────┐ ││
│ │ ORGCHART (belongs to Account, composed of Contacts) │ ││
│ │ • Hierarchy │ ││
│ │ • Reporting Structure │ ││
│ │ • Influence Mapping │ ││
│ └────────────────────────────────────────────────────────────────────────┘ ││
└────────────────────────────────────────────────────────────────────────────┘
OrgChart
Each Account has an OrgChart—a visual and data structure composed of all Contacts within the account. The OrgChart dynamically maps the organizational landscape, showing reporting structures, influence patterns, and stakeholder relationships. As new Contacts are added or Engagements reveal new relationships, the OrgChart evolves to provide an increasingly accurate picture of the decision-making landscape within each account.
The OrgChart goes beyond simple organizational charts by incorporating influence mapping and relationship strength indicators. It helps identify gaps in stakeholder coverage and highlights key decision makers, champions, blockers, and influencers. This dynamic mapping ensures that sales teams always have the most current understanding of who matters and how they're connected within the target organization.
Why Core CRM Matters
Core CRM transforms how you manage customer relationships by providing intelligent context that enriches every interaction. Rather than treating each meeting or conversation in isolation, the system connects every touchpoint to a comprehensive understanding of the account, opportunity, and stakeholder landscape.
The system provides deep relationship intelligence that helps you understand stakeholder dynamics, influence levels, and relationship patterns. This enables more effective engagement with decision makers by providing context about their role, influence, and relationship to your sales process. You're not just talking to a contact—you're engaging with a stakeholder whose position and influence you understand.
Deal progression tracking goes beyond simple stage management to provide AI-powered insights into opportunity health, risks, and advancement readiness. The system doesn't just track where you are in the sales process—it helps you understand what's needed to move forward successfully and what might be blocking your progress.
Engagement history creates a complete picture of your relationship with each account, maintaining comprehensive records of all interactions, meetings, and communications. This historical context enables the AI to identify patterns, spot trends, and provide predictive insights about future engagement opportunities.
Organizational mapping visualizes and manages complex stakeholder relationships within target accounts, ensuring proper coverage and engagement. The system helps you understand not just who you're talking to, but how they fit into the broader organizational landscape and decision-making process.
Account Management
Accounts represent the companies and organizations in your sales pipeline, serving as the foundation for all customer intelligence. Each account contains comprehensive company information that helps the AI understand the business context for all interactions, from initial discovery through deal closure.
Account Intelligence
Account intelligence begins with fundamental company information—name, website, industry, and size—but extends far beyond basic demographics. The system captures business model details, market position, technology stack, and infrastructure information that provides crucial context for solution discussions. Financial health indicators and growth metrics help assess the account's capacity and urgency for change.
Research and intelligence capabilities provide market analysis, competitive landscape insights, and industry trend information. The system tracks company news, strategic initiatives, and priority areas that might create opportunities or influence buying decisions. This market intelligence helps position solutions in the context of the company's broader business objectives and challenges.
Relationship context ties everything together by connecting current sales methodology, associated opportunities, and contact relationships. The system maintains engagement history and tracks previous interaction outcomes, creating a complete picture of the relationship journey. This historical context enables the AI to provide recommendations that build on past successes and avoid repeating previous challenges.
How AI Uses Account Data
The AI leverages account intelligence to provide contextual analysis during meetings, ensuring that every conversation is informed by a deep understanding of the company's business context. Recommendations are tailored to the specific company profile, considering industry challenges, technology environment, and business priorities.
The system identifies potential opportunities and expansion areas by analyzing account data against market trends and solution capabilities. Business challenges and pain points are understood in the context of the company's specific situation, enabling more targeted solution recommendations. The AI suggests appropriate approaches based on the account's industry, size, technology stack, and strategic priorities.
Opportunity Management
Opportunities represent specific sales deals or potential business within an Account, tracking the complete journey from initial discovery through close. They contain detailed intelligence about deal health, progression, and stakeholder dynamics that goes far beyond simple pipeline management.
Opportunity Intelligence
Opportunities capture the complete story of each potential deal, from initial discovery through close. The system maintains comprehensive deal information including value, timeline, current stage, and competitive positioning. But beyond basic deal data, RevWiser's opportunity intelligence provides deep insights into deal health, stakeholder dynamics, and progression readiness.
The heart of opportunity intelligence lies in the "3 Whys" framework, which continuously evaluates deal health across three critical dimensions. This framework doesn't just provide static scores—it offers dynamic assessment that evolves as new information emerges from meetings and engagements. The system tracks stage readiness, identifies advancement criteria, and provides risk assessment with specific mitigation strategies. Cross-stage relationships are analyzed to understand how progress in one stage affects readiness for the next.
Every interaction with the opportunity is captured and analyzed, creating a rich engagement history that includes meeting records, communication patterns, action items, and decision points. This historical context enables the AI to identify trends, spot patterns, and provide predictive insights about deal progression.
The analysis goes beyond simple data collection to provide actionable intelligence. Evidence-based analysis extracts key insights from meeting content, while role-based assessment evaluates stakeholder engagement and influence. Gap identification reveals specific areas that need attention, and the system generates prioritized next steps that consider both immediate actions and strategic planning. Progress analysis tracks advancement toward milestones and next stages, providing confidence scoring and impact assessment for every recommendation.
The "3 Whys" Framework
RevWiser analyzes opportunities using a proprietary framework that evaluates three critical dimensions of deal health. The "Why Change" dimension (scored 0-100) assesses the prospect's motivation to move away from their current situation. This includes understanding pain points, business problems, change drivers, and the impact of maintaining the status quo. A high score indicates clear, compelling reasons for change, while a low score suggests the prospect may not see sufficient need to act.
The "Why Now" dimension evaluates urgency and timing factors that drive immediate action. This includes business events, competitive pressures, deadlines, timeline constraints, and decision windows. A high score indicates compelling reasons to act quickly, while a low score suggests the prospect may be comfortable delaying the decision.
The "Why Us" dimension assesses competitive differentiation and unique value proposition. This includes solution fit, relationship strength, competitive positioning, and unique capabilities. A high score indicates strong competitive advantage, while a low score suggests the prospect may not see sufficient differentiation to choose your solution.
AI-Powered Opportunity Analysis
The AI transforms raw opportunity data into actionable intelligence through continuous, comprehensive analysis. Rather than simply tracking metrics, the system provides deep insights that help sales teams understand not just where they are, but where they need to go and how to get there.
At the core of this analysis is real-time health scoring using the "3 Whys" framework. The AI doesn't just calculate scores—it provides detailed reasoning for each component, explaining why a deal scores as it does and what factors are driving the assessment. The overall health score incorporates risk adjustments, ensuring that apparent strengths don't mask underlying vulnerabilities that could jeopardize the deal.
Progress analysis goes beyond simple stage tracking to evaluate readiness for advancement. The system assesses milestone progression, validates stage-specific criteria, and identifies cross-stage dependencies that might affect timing. This forward-looking analysis helps teams understand not just current status, but what's needed to move forward successfully.
Gap identification is particularly powerful because it's specific and actionable. The AI doesn't just flag problems—it categorizes them by type (Why Change, Why Now, Why Us, or stage-specific) and provides detailed descriptions of what's missing and why it matters. This targeted approach helps teams focus their efforts on the most critical areas.
Role-based analysis adds another dimension by evaluating stakeholder engagement through the lens of their specific roles. The system validates role classifications, assesses influence levels, and provides engagement strategy recommendations tailored to each stakeholder type. This ensures that relationship-building efforts are strategic and effective.
Next steps generation is where the analysis becomes truly actionable. The AI prioritizes recommendations by impact, considers stage appropriateness, and provides both immediate actions and strategic planning guidance. Role-based action items ensure that engagement strategies are properly targeted, while dependency identification helps teams understand what needs to happen first.
Evidence-based insights ground all recommendations in actual meeting content. The system extracts specific evidence, assigns confidence scores, and tracks sources with timestamps. This creates a clear audit trail that helps teams understand the basis for recommendations and assess their reliability.
The comprehensive assessment ties everything together, providing an overall picture of the opportunity with specific focus areas for the next meeting. Stage readiness scoring and confidence levels help teams understand their position, while cross-stage analysis reveals how current progress affects future stages.
Engagement Management
Engagements represent the actual interactions and communications with customers and prospects—the moments where relationships are built, deals are advanced, and intelligence is gathered. They serve as the primary source of data that drives AI analysis and updates across all other Core CRM entities.
Engagement Intelligence
Engagement intelligence captures the complete context of each interaction, from basic meeting information to deep conversation analysis. Meeting details include type, date, time, duration, participants, and their roles, providing the foundation for understanding who was involved and when the interaction occurred. The system tracks meeting agendas, objectives, outcomes, and decisions to maintain a complete record of what was discussed and what was accomplished.
Content and analysis capabilities go far beyond simple note-taking. Meeting transcripts and recordings are processed by AI to extract key insights, identify important statements, and analyze conversation patterns. The system provides sentiment analysis and engagement level assessment, helping teams understand not just what was said, but how it was received and what it might indicate about the relationship.
Action items and follow-ups are automatically identified and tracked, ensuring that important commitments and next steps don't fall through the cracks. The system captures decision points, risk indicators, and warning flags that emerge during conversations, providing early warning of potential issues that need attention.
Engagement Types
Different types of engagements serve different purposes in the sales process, and the system provides specialized analysis for each. Discovery meetings focus on understanding needs and challenges, with AI analysis extracting pain points, business problems, and change drivers. Solution presentations generate insights about fit, competitive positioning, and stakeholder reactions to your value proposition.
Stakeholder meetings are analyzed for role validation, influence assessment, and relationship development opportunities. Follow-up meetings track progress, identify new developments, and assess advancement readiness. Executive briefings provide high-level strategic insights, while technical deep dives validate solution fit and address implementation concerns.
How AI Processes Engagements
The AI processes each engagement to update intelligence across all Core CRM entities. Account intelligence is enhanced with company information, market insights, and business context extracted from conversations. Opportunity data is updated with deal health indicators, progression factors, and risk assessments based on what was discussed.
Contact information is continuously refined as new stakeholders are discovered and existing contact details are updated. Role classifications are validated and adjusted based on actual conversation content, ensuring that stakeholder mapping remains accurate and actionable. The system generates specific action items and next steps based on what was discussed, providing clear guidance on what needs to happen next.
Engagement Flow Through Core CRM
The engagement processing flow demonstrates how meeting content flows through the system to generate intelligence. Meeting recordings, including audio, video, participant information, and context metadata, are processed through AI analysis that includes transcript processing, entity extraction, relationship generation, and validation strategies.
This analysis feeds into CRM updates that enhance account intelligence, opportunity mapping, insight generation, and role validation. The system produces intelligence outputs including action items, risk assessments, next steps, relationship insights, deal health updates, and stakeholder mapping validation.
Contact Management
Contacts represent the individual stakeholders within Account organizations—the people who make decisions, influence outcomes, and ultimately determine whether deals succeed or fail. Contact management goes beyond simple contact information to provide deep insights into each person's role, influence, and relationship to your sales process.
Contact Intelligence
Contact intelligence begins with personal information—name, title, email, phone, and social profiles—but extends to include department, reporting structure, and professional responsibilities. The system captures professional background and experience to understand each contact's perspective and decision-making context. Communication preferences and style information helps tailor engagement approaches to each individual.
Role and influence assessment is critical for effective stakeholder management. The system classifies contacts into specific roles (Champion, Coach, Enemy, Decision Maker, etc.) and assesses their influence level (High, Medium, Low, User). Support scores on a -10 to +10 scale provide clear indicators of where each contact stands, while decision-making authority and budget control information helps understand their power within the organization.
Relationship intelligence tracks engagement history, communication patterns, and meeting participation to build a complete picture of the relationship. The system assesses relationship strength and trust level, identifies preferred communication channels and frequency, and tracks how the relationship has evolved over time.
Stakeholder Mapping
RevWiser provides visual stakeholder mapping that transforms complex organizational relationships into clear, actionable intelligence. The system helps identify key decision makers and influencers, understand organizational structure and relationships, and identify coverage gaps where important stakeholders haven't been engaged.
The mapping enables strategic engagement planning for different roles, ensuring that relationship-building efforts are targeted and effective. The system tracks relationship development over time, providing insights into how stakeholder positions and influence levels change as deals progress.
Role Management System
The role management system defines the different types of stakeholders involved in the buying process and provides comprehensive guidance on how to effectively engage with each type. Rather than treating all contacts the same, the system recognizes that different roles require different approaches and provides specialized strategies for each.
Role Types
The system recognizes eight primary role types, each with distinct characteristics and engagement requirements. Champions are internal advocates who promote your solution and provide access to other stakeholders. Economic Buyers have budget authority or strong budget influence and need to understand the business case and ROI. Technical Buyers validate solution fit and need detailed technical information and proof points.
Users are the end users who will be impacted by the solution and need to understand how it will affect their daily work. Influencers can affect the decision but don't have direct authority and need to be engaged through relationship building and value demonstration. Coaches help navigate the organization and process, providing insider guidance on how to move the deal forward.
Blockers oppose or could derail the deal and require careful management to address concerns and build support. Neutral stakeholders haven't taken a position yet and represent opportunities to build additional support for your solution.
Criticality and Engagement Levels
The system assesses criticality levels to help prioritize engagement efforts. Critical roles must be engaged for deal success, while important roles should be engaged to strengthen the opportunity. Preferred roles are nice to have engaged but not required for success.
Engagement levels track the current state of relationship development. Identified roles are known but not yet engaged, engaged roles have active communication and relationship building, and committed roles provide strong support and advocacy for your solution.
Role Guidance System
For each role, RevWiser provides comprehensive guidance that transforms generic sales approaches into targeted, effective strategies. Engagement strategies explain how to effectively work with each role type, including relationship building approaches and communication techniques tailored to their specific needs and motivations.
Key questions are provided for each role, including stage-specific questions to ask, discovery questions to understand their needs, and qualification questions to assess their influence. These questions are designed to gather the specific information needed to advance the deal with each stakeholder type.
Warning flags help identify potential issues early, including red flags to watch for, risk indicators, and signs that relationships may be deteriorating. This early warning system helps teams address problems before they become deal-killers.
Identification criteria help teams recognize when someone fits a particular role, including authority and influence indicators, qualification methods, and validation techniques. This ensures accurate role classification and effective engagement planning.
AI Integration and Intelligence
The AI integration transforms Core CRM from a data storage system into an intelligent platform that continuously learns, adapts, and provides actionable insights. The system doesn't just store information—it analyzes patterns, identifies opportunities, and provides recommendations that help sales teams work more effectively.
Real-Time Intelligence
The AI continuously analyzes Core CRM data to provide real-time intelligence across all entities. Account intelligence includes company context, market position, and business challenges that help teams understand the broader business environment. Opportunity insights provide deal health, progression, and risk assessment that helps teams focus on the most critical areas.
Engagement analysis extracts meeting insights, action items, and relationship updates that ensure nothing important is missed. Contact analysis includes role identification, influence assessment, and relationship mapping that helps teams understand stakeholder dynamics. Role guidance provides engagement strategies and best practices tailored to each stakeholder type.
Automated Updates
Core CRM entities are automatically updated through multiple channels, ensuring that intelligence remains current and accurate. Meeting analysis and transcript processing extract new information and update existing records. Email and communication tracking captures important developments that might not occur in formal meetings.
Activity logging and engagement monitoring track all interactions to maintain complete relationship histories. External data integration and enrichment add market intelligence, company news, and competitive information that provides broader context for decision-making.
Cross-Entity Relationships
The AI understands the complex relationships between all Core CRM entities, providing insights that wouldn't be possible with isolated data. The system analyzes relationships between accounts and their opportunities, opportunities and their engagements, and engagements and their participants. It understands how contacts relate to their roles within accounts and how those roles influence deal progression.
This cross-entity analysis enables predictive insights and strategic recommendations that consider the complete picture of each relationship. The system can identify patterns, spot trends, and provide guidance that helps teams work more effectively across the entire customer relationship lifecycle.
Best Practices for Core CRM
Effective use of Core CRM requires more than just data entry—it requires strategic thinking and consistent practices that maximize the value of the intelligence system. These best practices help teams leverage the full power of the platform to improve sales performance and customer relationships.
Account Management
Successful account management begins with keeping information current and comprehensive. Regularly updating company information and market intelligence ensures that the AI has the most accurate context for analysis and recommendations. Tracking all interactions and engagement with the account creates a complete picture of the relationship that enables better decision-making.
Understanding context requires research into industry trends and company developments that might affect buying decisions. Mapping stakeholders involves identifying and tracking all key decision makers and influencers, ensuring that no important relationships are overlooked.
Opportunity Management
Opportunity management requires active monitoring and strategic thinking. Paying attention to "3 Whys" scores and addressing gaps ensures that deals remain healthy and on track for success. Tracking progress through methodology stages helps teams understand where they are and what's needed to advance.
Risk assessment and mitigation should happen early and often, identifying potential issues before they become deal-killers. Using AI recommendations to plan effective follow-up actions ensures that teams focus on the most important activities that will advance the deal.
Engagement Management
Engagement management is the foundation of relationship building and deal advancement. Recording all interactions, including meetings, calls, and communications, creates the data foundation that enables AI analysis and insights. Following up promptly on action items and commitments demonstrates professionalism and keeps deals moving forward.
Analyzing patterns in engagement history helps identify trends and opportunities that might not be obvious from individual interactions. Leveraging AI-generated insights improves future engagements by providing context and recommendations based on historical patterns and best practices.
Contact Management
Contact management requires accuracy and strategic thinking. Properly identifying and categorizing stakeholder roles ensures that engagement strategies are appropriate and effective. Tracking communication frequency and quality helps understand relationship strength and identify opportunities for improvement.
Regularly evaluating stakeholder influence and support levels ensures that relationship-building efforts are focused on the right people. Building relationships with key stakeholders requires consistent, value-focused engagement that addresses their specific needs and concerns.
Role Management
Role management requires understanding and following the guidance provided by the system. Using role-specific engagement strategies and best practices ensures that interactions are appropriate and effective for each stakeholder type. Asking the right questions for each role helps gather the information needed to advance the deal.
Watching for warning flags helps identify potential issues early, enabling proactive management of relationship problems. Regularly confirming role classifications and influence levels ensures that engagement strategies remain accurate and effective as relationships evolve.
Integration with Other Components
Core CRM doesn't operate in isolation—it integrates seamlessly with other RevWiser components to provide comprehensive intelligence and capabilities. These integrations enhance the value of each component and create a unified platform that supports the entire sales process.
Knowledge Base Integration
Core CRM entities reference knowledge base content to provide context for recommendations and insights. Product recommendations are tailored based on account profile, ensuring that solutions are appropriate for the company's industry, size, and technology environment. Case study suggestions are based on industry and size similarities, providing relevant examples that demonstrate value.
Competitive positioning is informed by market intelligence and account-specific competitive landscape information. Solution frameworks are customized based on opportunity requirements, ensuring that approaches are appropriate for the specific deal situation.
Sales Methodology Integration
Core CRM supports methodology execution by providing the data and intelligence needed for effective stage management. Stage tracking and progression management ensure that opportunities advance through the methodology appropriately. Role requirement validation and coverage assessment help teams understand what stakeholders need to be engaged at each stage.
Exit criteria evaluation and success factor tracking help teams understand what's needed to advance to the next stage. Warning flag detection and risk mitigation ensure that potential issues are identified and addressed before they become problems.
Meeting Intelligence Integration
Core CRM enhances meeting analysis by providing rich context that improves the quality and relevance of insights. Participant context and role information help understand who's speaking and why their input matters. Account and opportunity background provides the business context needed to interpret meeting content accurately.
Previous interaction history and relationship context helps understand how current conversations fit into the broader relationship. Stakeholder influence and decision-making authority information helps assess the importance and impact of what's being discussed.
Core CRM is the foundation that makes all other RevWiser components intelligent and contextually aware, enabling the AI to provide relevant, accurate, and actionable insights throughout your sales process. By connecting all customer data, relationship information, and engagement history in one intelligent system, Core CRM transforms how sales teams understand and engage with their customers, leading to better relationships, more successful deals, and improved sales performance.