> ## Documentation Index
> Fetch the complete documentation index at: https://docs.apollospace.ai/llms.txt
> Use this file to discover all available pages before exploring further.
# Native CRM
> Leads, pipelines, activities, and custom fields — the operational foundation of your funnel, with integrated agents.
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.
## 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).
## 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)
### 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.
## 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:
```mermaid theme={null}
flowchart LR
A[CSV Import / API / Agent] --> B[New lead]
B --> C{Qualifies?}
C -->|Yes| D[In conversation]
C -->|No| Z1[Closed-Lost]
D --> E[Proposal sent]
E --> F{Response?}
F -->|Advances| G[Negotiation]
F -->|Declines| Z2[Closed-Lost]
G --> H[Closed-Won]
G -->|Stalemate| Z2
```
Every stage transition is recorded as an **activity** — whether by a human or
an agent, with author, timestamp, and reason all preserved.
## Activities
Every meaningful lead action becomes an **activity** in its history. Automatic
types:
| Type | When it appears |
| ------------------------------------- | ---------------------------------------------- |
| `lead_imported` | When a new lead is created |
| `stage_changed` | When the lead moves to a different stage |
| `email_sent` / `email_received` | Emails sent / received |
| `whatsapp_sent` / `whatsapp_received` | WhatsApp messages |
| `contact_enriched` | Enrichment via [Apify](/en/integrations/apify) |
| `note_added` | Manual note from a human or agent |
| `task_created` | Task created related to the lead |
Activities always record **who acted** (human or agent) — a complete,
unambiguous audit trail.
## Views
Pipeline stages as columns, leads as cards. Great for visual operation
("what's been stuck in Proposal for more than 7 days?").
Dense table with configurable columns. Great for analysis and bulk
actions (select 20 leads and change the owner at once).
Switch between the two with one click. Each user's view preference is saved
independently.
## 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.
## Lead import
Three ways to bring leads into Apollo Space:
Upload a file with headers, then map columns to standard and custom
fields. Automatic deduplication against existing leads.
REST endpoint for creating and updating leads programmatically. Useful
for teams with their own lead capture systems.
Agents create leads as they operate — for example,
`maps_lead_search` automatically populates leads via [Apify](/en/integrations/apify).
## Next steps
How to model pipelines for your funnel.
How CRM leads become email and WhatsApp campaigns.
Where documents and captures are stored for agents to reference.