Import and score leads

When a customer hands you a list of leads (CSV from a webinar, scraped from an event registration, exported from a marketing tool), you want to land them in the CRM without duplicates, attach them to companies, link them to a sales pipeline, and seed an AI summary that drives later prioritization.

TL;DR

1. crm_bulk_create_contacts — built-in dedup against email + phone + do-not-contact list.
2. For each new contact's company: crm_list_companies then crm_create_company if missing; crm_update_contact to link.
3. For each lead worth a sales motion: crm_create_deal against the right pipelineId.
4. crm_log_activity on each new contact so the touchpoint shows up in their timeline.
5. crm_set_ai_summary on each contact (and deal) so prioritization signals are populated.

Step 1 — bulk import with built-in dedup

{
  "name": "crm_bulk_create_contacts",
  "arguments": {
    "contacts": [
      {
        "name": "Vita Costa",
        "email": "vita@acme.com",
        "phone": "+4799887766",
        "title": "Head of Ops",
        "tags": ["webinar-2026-04"],
        "customFields": { "leadSource": "spring-webinar" }
      },
      { "...up to 500 rows..." : true }
    ]
  }
}

Returns { created: <n>, skipped: <m> }. Skipped rows match an existing contact by email/phone, or match a doNotContact: true contact (compliance). The tool does not tell you which rows were skipped — if you need to know, crm_find_contact per row first (slower but explicit).

Hard cap: 500 contacts per call. Chunk larger lists.

Step 2 — companies

For each unique company domain in your list:

{ "name": "crm_list_companies", "arguments": { "limit": 200 } }

If the company doesn't exist:

{
  "name": "crm_create_company",
  "arguments": { "name": "Acme Inc.", "domain": "acme.com", "tags": ["customer"] }
}

Then attach each contact to its company:

{
  "name": "crm_update_contact",
  "arguments": { "id": "<contactId>", "patch": { "companyId": "<companyId>" } }
}

Step 3 — pipeline + deals

{ "name": "crm_list_pipelines", "arguments": {} }

Pick the right pipeline. For each lead worth pursuing:

{
  "name": "crm_create_deal",
  "arguments": {
    "name": "Acme — spring webinar follow-up",
    "pipelineId": "<pipelineId>",
    "primaryContactId": "<contactId>",
    "companyId": "<companyId>",
    "amountCents": 500000,
    "currency": "USD",
    "expectedCloseAt": "2026-07-31T00:00:00Z"
  }
}

If stageId is omitted, the deal lands in the pipeline's first stage. Use crm_change_stage later to advance — see skill://crm/progress-deal-through-pipeline.

Step 4 — log the source touchpoint

Per imported contact, log what brought them in:

{
  "name": "crm_log_activity",
  "arguments": {
    "type": "note",
    "subject": "Source: Spring 2026 webinar",
    "body": "Attended the April 24 product demo. Asked about EU data residency.",
    "contactId": "<contactId>",
    "metadata": { "leadSource": "spring-webinar" }
  }
}

Setting contactId bumps the contact's lastContactedAt automatically — the timeline UI uses this for sorting. Activity types: note | call | email | meeting | task.

Step 5 — AI summary for prioritization

{
  "name": "crm_set_ai_summary",
  "arguments": {
    "entityType": "contact",
    "id": "<contactId>",
    "summary": "Head of Ops at a 200-person fintech. Engaged on data-residency questions during the webinar — buyer signal. Likely budget cycle Q3.",
    "nextAction": "Send EU data-residency one-pager + propose a 30-min discovery call."
  }
}

Both summary and nextAction are free-text. null clears the field. Also set on the deal if you created one (entityType: "deal").

What NOT to do

• Don't bulk-create without a tag. Tag the import (tags: ["webinar-2026-04"]) so it's trivial to find or revert in crm_list_contacts({ tag: "..." }) if the source turns out to be junk.
• Don't skip the AI summary step. Downstream prioritization (and humans skimming the list) read it. An empty summary is a buried lead.
• Don't paste raw CSV into customFields. The map is freeform but lives in the contact row forever — only what the team will actually filter on belongs there.
• Don't import without checking compliance. GDPR / opt-in: confirm the source had explicit consent before logging the touchpoint as email or call.

Related

• skill://crm/onboard-new-customer — slower path for a single named customer.
• skill://crm/deduplicate-contacts — what to do when a list has overlap with existing contacts.
• skill://crm/progress-deal-through-pipeline — moving the new deals through stages.
• skill://playbooks/customer-acquisition — end-to-end CRM + Conv flow that starts from this import.