Is this a real CRM, or a contact list with a pipeline bolted on?
It is a real CRM, built for the way AV integrators actually sell. You get a drag-and-drop pipeline with deal stages you define, full contact and company records, a tasks and reminders engine so follow-ups are never a sticky note, referrer tracking so you know which architects and builders actually send work, and a dashboard that surfaces pipeline value, expected close dates, and win rates without exporting to a spreadsheet. None of this requires an add-on or an upgrade. It ships on every plan.
How does email sync work?
Specifi connects to Gmail and Microsoft 365 (both office and personal) via OAuth, then pulls every inbound and outbound email into the matching contact record automatically. You do not BCC, you do not forward, you do not tag. The sync is two-way, so replies sent from Outlook or Gmail still appear against the right deal, and notes written inside Specifi stay on the contact. If a contact exists on two deals, the email attaches to the most recent active one and stays visible on the contact record regardless.
What happens when I win a deal?
One click converts the opportunity into a project. Products, quantities, pricing, labour, scope, supplier purchase orders, and client contact details carry over automatically. Nothing gets re-keyed. The project picks up the proposal's cost basis, so margin tracking starts from a real number rather than an estimate. Work orders can be generated from the project in the same flow. The deal moves to a "won" column on the pipeline, the client stays in the CRM, and the project takes over as the active record for delivery.
Can the whole team see everything, or are records locked by owner?
Everyone with an office-user seat sees everything by default. The rationale is that in a small-to-mid AV business, the worst outcome is a salesperson holding a deal hostage, a technician not knowing which client they are about to walk into, or a manager discovering an overdue follow-up too late. You can add per-user visibility rules if your business needs them (larger Enterprise-tier installations usually do), but the out-of-the-box model is one shared view of every customer, deal, and project.
Does the CRM handle marketing too, or do I need a separate tool?
The CRM is for sales, pipeline, and customer records. Marketing sits next to it in Echo, which ships on every plan. Echo handles email campaigns, segmentation from CRM contact fields, social scheduling across Facebook, Instagram, and LinkedIn, and basic automation (for example, follow-up emails when a proposal has not been opened after seven days). CRM and Echo share the same contact database, so a lead captured on your marketing site arrives tagged, segmented, and ready to hand to sales without a second entry.
What about reporting? Can I get pipeline value and win rate?
Yes, out of the box. The reporting view shows pipeline value broken down by stage, expected close dates on a rolling window, win rate by salesperson and by referrer, and revenue forecast for the current and next quarter. For custom cuts beyond the built-in reports, exports run to CSV, and the raw data is accessible through the API if you want to pipe it into a BI tool. We are not pretending Specifi is a BI platform; we are saying the numbers an integrator needs to run a pipeline are already in the product.
How does lead scoring work?
Lead scores combine signal from the contact record (company size, project type, referrer) with behavioural signal from the website (pages visited, calculator used, proposal opened). The scoring model ships with sensible defaults for AV integrators and can be tuned per-plan without touching code. Scores update in near real time and surface on the pipeline board so your salesperson knows which enquiry to open first on a Monday morning, rather than whichever landed at the top of the inbox.
Does it integrate with QuickBooks and Xero?
Yes, both, at every plan. The accounting integration is two-way. When a proposal converts to a project and the project generates an invoice, that invoice syncs to QuickBooks Online or Xero automatically with the right customer record, line items, tax treatment, and payment status. Payments collected via Stripe reconcile back to the accounting package, so your accountant is not reconciling by hand at month end. Sage is on the roadmap, not live today; if Sage is critical for you, ask us about the timeline on the demo before you commit.
Can I import contacts from my current CRM?
Yes. During onboarding the Specifi team migrates your contacts, companies, notes, and where possible your historical opportunities from your current platform. Most mainstream CRMs export cleanly to CSV or have a direct-migration path. Custom fields carry across where the target field exists in Specifi; where it does not, our onboarding team decides with you whether to create a custom field or archive the legacy one. Migration is included in the one-time onboarding fee, not billed separately.
Does Bob work against the CRM?
Yes. Bob (Specifi's in-product AI assistant, included on every plan) can query your CRM in plain English. "Show me the Henderson account" returns the full record summary including active projects, outstanding invoices, and the next scheduled activity. "Create a new opportunity for Henderson's Dublin office" creates the record and optionally schedules a discovery call. Bob also drafts follow-up emails in your tone of voice against the contact record, generates scopes of work from a proposal, and answers pipeline questions ("what's closing this month above £20k") without an export.
Is there a mobile app for CRM use in the field?
Yes, iOS and Android, shipping on every plan. The field app gives a salesperson on site the full contact record, the day's tasks, live pipeline board, and the ability to log call notes, capture photos against the opportunity, and send a branded quote from the phone. The app is cloud-connected; assume network access for full real-time sync. For field technicians the same app surfaces work orders and time tracking rather than the CRM pipeline, but contact records are shared across both views.
What does CRM access cost?
The CRM is included on every Specifi plan at no extra cost. Individual starts at $149 / month (USD) with 1 office user and 2 field users. Team is $349 / month with 3 office and 5 field. Enterprise is $699 / month with 7 office and 10 field. Annual billing saves 10% on all three tiers. There is no per-feature add-on, no per-record limit, and no separate "CRM edition" to upgrade to; the CRM you get on Individual is the same CRM that ships on Enterprise.
