What a CRM deal is and why it matters for your business: The Uspacy example

In the CRM, you can see leads, contacts, and companies, but the key information is missing: the amount of money currently in progress and the stages where it is stuck.

In a CRM, the deal is the carrier of money. It shows where each sales opportunity is at any given moment and how much income is associated with the work of your managers. Without a clear approach to deals, a department head sees “some contacts” but cannot see the funnel, forecasts, or plans. Therefore, the first step toward order in sales is to understand what a deal is, how it works, and the role it plays in modern CRM—particularly in Uspacy.

As a business grows, the CRM quickly becomes filled with data. Inquiries from the website, phone calls, emails, and potential clients from marketing campaigns all flow into the system as leads, contacts, or companies. Without a clear process for creating and managing deals, the CRM risks becoming little more than a phone directory rather than a tool for managing sales opportunities.

In this scenario, managers may know how many clients they have but often lose sight of the bigger picture: the number of active deals, their potential value, and their position within the sales funnel. Forecasts become unreliable, planning is based on intuition rather than data, and deals are either missing or recorded inconsistently. As a result, the CRM fails to show which areas of the business are profitable and which are underperforming.

To regain control, treat each deal as a key element of sales management and create a structured, transparent process around it.

A deal in a CRM represents a defined sales opportunity, including its value, current stage, and assigned manager, all linked to a client and the origin of the inquiry. It’s more than just a record like “Client Smith”—it shows who is buying, what they’re buying, for how much, through which channel, and at what stage of the sales process the opportunity currently stands.

A deal reflects the potential sales path through the funnel—from the moment interest appears to a successful close or a loss. For example, an incoming call requesting a consultation leads the manager to create a deal, record the potential contract amount, link the contact, set tasks, and move it through the stages. Similarly, if a client who previously purchased makes a repeat order, a new deal is created with a new amount and its own path through the funnel.

When deals are created and managed systematically, you no longer see just a list of clients—you see a map of potential opportunities that makes it easy to prioritize and manage sales effectively.

Understanding the role of each CRM entity is key. When done correctly, the data works together rather than staying disconnected.

A lead can be converted into a contact and a company, and together they can generate a deal. One contact can have multiple deals over time: a first purchase, an upsell, a contract renewal. A deal is always linked to a client and moves through the stages of the sales funnel, from “new inquiry” to “successfully closed” or “lost.”

When managers track only “contacts” without creating deals, the CRM loses its financial perspective. They can monitor communication, but the sales funnel and the actual value of opportunities in progress remain invisible. That’s why the next step is to implement properly structured deals.

A well-thought-out deal structure is a way to turn a chaotic flow of inquiries into a manageable process with predictable outcomes. It’s important that a deal includes not only a name and amount, but also key parameters that influence decision-making.

With this structure, it’s easy to see where deals are getting stuck, where money is being lost, which managers are overloaded, and which are underutilized. It also allows you to plan potential income, forecast cash flow gaps, and adjust strategy regularly rather than once a year—provided the entire team follows consistent rules for filling out deals.

Without agreed-upon rules, each manager ends up building their own mini-CRM. One creates deals only at the stage of “almost closed,” another works exclusively with contacts, while a third manages some clients in a messenger or notebook.

A real-life example: a client sends a message with a specific request. The manager responds but does not create a deal. A week later, the client reaches out again—this time to a different manager. There is no shared history, no funnel, and no understanding of where money is being lost.

The solution is not rigid control, but a well-thought-out deal system and a convenient tool where working “the right way” is easier than working “your own way.” This is exactly the approach implemented in Uspacy.

Uspacy is more than just a CRM—it’s a unified space for communications, tasks, deals, and analytics. Everything related to sales revolves around deals, giving managers a complete overview in a single interface.

A deal card in Uspacy includes the funnel stage, deal amount, responsible manager, related contacts and companies, and all interactions such as emails, calls, tasks, and files.

As a result, you can see not just how many clients are in the database, but how many active deals are in progress, the total value at each stage, where problem areas occur, and which managers are performing best. For owners and managers, this provides a clear sense of control, while for the team, it establishes straightforward rules without unnecessary bureaucracy.

The key question is not ‘what is the correct funnel in general,’ but rather ‘which funnel reflects the actual process of a specific business.’ Uspacy allows you to first capture this process and then convert it into deals and stages.

Following these steps, setup does not feel like a complex project. Uspacy acts as a single management panel: the funnel, tasks, activities, communications, and numbers are all in one place and can be shared with your team or investors.

The best way to understand how it works is to create your first test funnel and deal in Uspacy and see how transparency in your sales process improves even at this initial level.

A deal is the key unit of sales management. It transforms scattered contacts and leads into a clear sales funnel with forecasts and plans. Without a structured approach to deals, businesses are forced to make decisions based on intuition rather than data, constantly returning to manually sorting through chaos.

Uspacy provides a structured, user-friendly tool for managing deals that combines CRM, communications, tasks, and analytics in one space. Managers can easily work with deal cards, while department heads gain a transparent view of the entire funnel and the real profit potential. It’s worth trying Uspacy in your own business: set up your funnel and deals, and see your sales in numbers rather than scattered across messengers.