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Monday.com Sales CRM Setup & Lead Qualification: Complete Beginner's Guide

Getting Started with Monday.com Sales CRM

This guide condenses 5 years of implementation experience into a single walkthrough. We'll start with the basic setup and progress to more advanced configurations. If you're completely new to the platform, consider reading our monday.com Tutorial for Beginners: Complete Guide to Get Started in 2024 first.

The main areas of the system are located on the left sidebar:

  • Leads – Unqualified prospects
  • Contacts – Qualified individuals
  • Deals – Active sales opportunities
  • Accounts – Business entities
  • Activities – Tasks and interactions

Leads Board Setup (The Foundation)

The Leads area serves as a dumping ground for unqualified data. Your goal is to qualify them using a framework like BANT (Budget, Authority, Need, Timeline). For a broader perspective on CRM configuration, check our monday.com CRM Tutorial: Setup, Features & Pro vs Enterprise Differences.

Default Columns

| Column | Purpose | |---|---| | Lead Name | Person's name | | Status | New, Attempted Contact, Contacted, Qualified, Unqualified | | Company | Business name | | Title | Job title | | Email | Contact email | | Phone | Phone number | | Last Interaction | Date of last contact |

Essential Customization: Group Setup

  1. Go to Default Groups (top of board)
  2. Add groups matching each status: New Leads, Attempted Contact, Contacted, Qualified, Unqualified
  3. Create an automation: "When status changes to [status], move item to [group]"

Why? This enables proper reporting. Without groups matching statuses, you can't easily track pipeline progression.

Save Automation Tokens

  1. Delete the pre-built automation: "When item is created, set status to New Lead"
  2. Instead, set New Lead as the default label in column settings

Date Tracking Setup

  1. Add a Date Created column (set as default label via automation: "When item is created, set date to today")
  2. Add a Date Un/Qualified column
  3. Create automation: "When status changes to Qualified/Unqualified, set date un/qualified to today"
  4. Add a Formula column for TTQ (Time to Qualify):
    • Use AI assistant: "Give me the difference in days between date created and date unqualified"
    • Formula result: =DAYS({Date Un/Qualified}, {Date Created})

Pro Tip: Hide column summaries and restrict column editing for all calculated fields to prevent data corruption.

Custom Columns & Views

  • Add new columns via the + button (text, numbers, dates, status, etc.)
  • Test freely – delete unwanted columns with the three-dot menu
  • Advanced Filters: Always switch from basic to advanced for better control
  • Group By: Use for ad-hoc views (e.g., by source), but never replace your process groups
  • Kanban View: Drag-and-drop leads through stages; customize with key data points

The "Move to Contacts" Button (Avoid This!)

Warning: The default "Move to Contacts" button destroys data – it removes the lead from the board, making it impossible to calculate qualification percentages and losing the connection between leads, contacts, deals, and accounts.

The Fix: Custom Automated Sync

  1. Add an Item ID column to your Leads board
  2. Add a UUID (text column) to Contacts, Deals, and Accounts boards
  3. Create automations on Contacts, Deals, and Accounts: "When item is created, connect item where this UUID matches this column in another board"
  4. On the Leads board, create a multi-step automation:
    • Trigger: When status changes to Qualified
    • Step 1: Create item in Contacts board (map: name, email, phone, UUID = Item ID)
    • Step 2: Move item to Qualified group (buffer)
    • Step 3: Set date un/qualified to today
    • Step 4: Create item in Deals board (map: name, owner, last interaction, UUID = Item ID)
    • Step 5: Create item in Accounts board (map: company name, UUID = Item ID)

This preserves data relationships and allows you to report on qualification rates.

Lead Detail View

  • Pipeline bar: Configure stages and colors via the gear icon
  • Emails: Connect Gmail or Outlook to send/receive directly from Monday
  • Activities: Log calls, meetings, tasks (past = completed, future = open)
  • Updates: Internal threaded conversations (like Twitter/X for your team)
  • Templates: Save email and activity templates for consistency

Contacts Board Setup

Contacts represent qualified individuals, each linked to an account.

Recommended Columns

  • Contact Type (Customer, Partner, Lead)
  • Priority (High, Medium, Low)
  • Status (Active/Inactive) – Monday doesn't provide this by default

Adding Status Logic

  1. Add a Status column: Active (green) / Inactive (red)
  2. Hide column summary
  3. Create automation: "When status changes, move item to Active/Inactive group"

Tip: Contacts are inactive/active; companies stay active unless dissolved.

Accounts Board Setup

Accounts are businesses connected to contacts.

Key Columns

| Column | Example | |---|---| | Company Name | Apple, Google | | Industry | Technology | | Number of Employees | 10,000+ | | Headquarters | Cupertino, CA | | Description | Overview of business |

  • Companies typically remain in one group (Active Companies)
  • Archive defunct accounts instead of creating inactive groups

Deals Board (Sales Pipeline)

Deals track active opportunities after lead qualification. For more on managing email sequences within your sales process, see our Automate Emails in monday.com Sales CRM: Sequences & Automations Guide.

Pipeline Stages

  • New → Discovery → Proposal → Negotiation → Won / Lost

Customization Steps

  1. Set New as default label (not a separate status option)
  2. Create groups matching each stage: New Deals, Discovery, Proposal, Negotiation, Won, Lost
  3. Automate: "When status changes to [stage], move item to [group]"

Critical Columns

  • Owner – Person responsible
  • Deal Value – Total expected revenue
  • Close Probability – Percentage chance of winning
  • Forecast Value – Calculated as: Deal Value × Close Probability
  • Expected Close Date – For monthly/weekly forecasting
  • Last Interaction – Date of most recent contact
  • Contacts (connection) – Linked people
  • Accounts (connection) – Linked businesses

Views and Permissions

  • Kanban Pipeline: Drag deals through stages
  • Professional Plan: Create a dynamic filter: Owner is Me for private deal views
  • Enterprise Plan: Use board-level permissions for true data isolation

Activities Board & Task Management

Every activity logged (calls, emails, tasks) automatically appears on the Activities board.

Recommended Structure

  1. Create two groups: Open Activities and Done Activities
  2. Automate: "When status changes to Done/Open, move item to appropriate group"

My Work Page

Located under More > My Work, this is your personal task dashboard:

  • Today / This Week / Next Week filters
  • Customize: Hide done items, select boards, choose columns
  • View Options: Context (calendar) or Compact (table)
  • Managers can view team members' tasks from the People section

Client Projects (Work Management)

While included in Sales CRM, this isn't an optimal project management setup. The system creates projects automatically when deal status changes to "Won."

Recommendation: For serious project management, use Monday.com's dedicated work management features. Check out our Monday.com Project Management Tutorial for Beginners 2023 for best practices.

Products & Services

A new feature for creating a product/service catalog:

  • Add product name, description, price, SKU
  • Types: Inventory, Service, etc.
  • Integration with quotes and invoices (under development)

Sales Dashboard

Pre-built dashboards include:

  • Active Deals & Forecasted Revenue
  • Average Deal Value & Actual Revenue
  • Deal Status Distribution & Revenue by Month
  • Activity Tracker & Forecast by Stage

Connecting Boards

  1. Click Connected Boards (top-left)
  2. Add boards for comprehensive reporting across leads, contacts, deals, and accounts

Next Steps

Now that your CRM is set up, explore our monday.com Tutorial for Beginners: How to Use It for Project Management & CRM for advanced workflows and cross-functional integration tips.


This guide focused on proper lead qualification and data architecture to ensure scalable sales operations.

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