Native CRM

A lead lands at 2pm. By the time you open it, an agent has already pulled the company’s website, moved it to Qualified, and logged the reason — author and timestamp attached. The funnel kept moving while you were in a meeting. That only works when the CRM lives where the agents live: inside the platform, not behind an external API. This page is the operational base of your funnel — the leads, pipelines, and activities your team and your agents work on the same record, with nothing falling between two systems.

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Why a native CRM

Most AI sales products are a plug-in on top of an external CRM (HubSpot, Salesforce, Pipedrive). The problem: every action has to travel through the external CRM and back, creating latency, additional licensing costs, and sync friction. Apollo Space includes a native CRM built into the platform itself. Every action — creating a lead, moving a stage, attaching an activity — happens directly in the multi-tenant database, with no round-trips. Agents operate natively. Audit trails are complete. If you already use an external CRM, you can run both in parallel during your transition (via Composio).

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Leads

A lead is the record of a potential person or company in your funnel. Standard fields:

• Contact name
• Company name
• Email / phone (E.164)
• Website
• City / state / country
• Pipeline + current stage
• Owner
• Tags
• Potential deal value (currency + cents)

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Custom fields

You create your own fields to capture attributes specific to your niche — e.g., “Industry”, “Team size”, “Tier”, “Last interaction”. Supported types:

• Short / long text
• Number (integer / decimal)
• Date
• Select (dropdown list)
• Multi-select

Custom fields can be archived (hidden from the UI but with data preserved) and restored later without losing history. Useful for refactoring your data model without destroying anything.

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Pipelines

A pipeline is a sequence of stages a lead moves through. Each organization can have multiple pipelines (e.g., “New outbound”, “Inbound”, “Post-sale — upsell”). Stages are fully customizable — you start with sensible defaults (“New lead”, “Qualified”, “Proposal sent”, “Closed-Won”, “Closed-Lost”) and adjust freely. Typical lead flow through the default pipeline: Every stage transition is recorded as an activity — whether by a human or an agent, with author, timestamp, and reason all preserved.

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Activities

Every meaningful lead action becomes an activity in its history. Automatic types: Activities always record who acted (human or agent) — a complete, unambiguous audit trail.

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Views

Switch between the two with one click. Each user’s view preference is saved independently.

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Filters and segmentation

Save your favorite filter combinations:

• “Leads in my pipeline with no activity in the last 7 days”
• “Leads with value > 50k in the proposal stage”
• “Leads imported via Maps in the last week, without an enriched email”

Saved filters are per user — everyone has their own, and they don’t clutter a teammate’s view.

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Lead import

Three ways to bring leads into Apollo Space:

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Next steps