Every deal, from the first form fill to the signed proposal.
Foundry CRM is a sales pipeline built for small teams. Leads arrive from your own website as cards you can already work. Proposals and NDAs go out branded and come back signed. The forecast is right because nobody had to reconcile anything to produce it.
From an empty workspace to a pipeline that reports on itself
- 1 Get startedWorkspace name, currency, pipeline template
- 2 Set up the workspaceTeam, brand, products, targets
A first-run wizard, then one afternoon of tidying. You will rarely open these screens again.
Runs for the life of every deal. The dashboard, forecast and reports read the loop back to you without a single export.
A pipeline nobody trusts is worse than no pipeline
Six problems that show up the moment more than one person is responsible for more than a handful of deals.
Three answers to one number
The forecast lives in a spreadsheet, the real state lives in people's heads, and the two are only reconciled the night before a board meeting.
Website leads die in an inbox
The contact form emails one person. If they are busy, on leave, or just human, the lead is gone — and there is no record it ever existed.
Every proposal is rebuilt from scratch
Someone copies last quarter's document, edits the logo, retypes the prices, forgets a line item, and emails a PDF that nobody can track after it lands.
Deals go quiet and nobody notices
Nothing tells you a deal has not moved in three weeks. You find out when the client goes with someone who followed up.
The CRM is an island
Wins do not reach the team channel, finance re-keys the same deals into another system, and any question the reports do not answer means a support ticket.
One wrong click and the history is gone
Someone deletes the wrong company, and with it three years of notes, emails and closed deals. There is no undo and no record of who did it.
Six areas. One deal record.
Three of them write into the record. Three of them read back out of it. Nothing is ever re-keyed between them.
Capture
Everything that turns an outsider into a record.
- Lead, gate and event form modes
- Embed snippet or hosted form URL
- Honeypot, rate limiting and optional Turnstile
- Source, form name and UTMs kept on the record
- CSV import wizards with duplicate review
Sell
Where the working day actually happens.
- Kanban pipeline board with drag between stages
- Opportunity detail: overview, products, notes, emails
- Tasks and follow-ups with due dates and reminders
- Companies and contacts with custom fields
- AI deal analysis: risk signals and next actions
Send
The documents that turn a deal into revenue.
- Proposals built from the deal's own line items
- NDAs shared and signed on a public link
- Your logo, colours and legal links on every document
- Sent, viewed, signed and amendment states on the deal
- Signed copies filed under the deal's documents
Measure
What all of the above adds up to.
- Dashboard: pipeline value, win rate, deal cycle, at-risk
- Forecast: pace vs expected, projected attainment
- Reports by stage, owner and pipeline with AI summary
- Saved views and a shareable weekly sales report link
- CSV export from every major list
Connect
Getting the data out to the rest of your stack.
- Slack alerts for won deals and form submits
- Outbound webhooks, signed with a shared secret
- Public read API with per-workspace bearer keys
- Zapier and Make recipes
- Connections hub listing every live integration
Workspace
The settings that keep the rest honest.
- Teams, seats, invites and plain-language roles
- Brand, document templates and custom fields
- Billing, plans and a visible AI credit meter
- Recycle bin, audit trail and workspace export
- Notification preferences per person
Two mechanisms carry most of the product
The capture route that turns a stranger into a working card, and the stage probability that turns a board into a forecast.
How a stranger becomes a deal you can work
You choose the pipeline, the stage and the owner once, when you create the form. Every submission after that lands the same way.
How a board becomes a forecast
Stages are not folders. Each one carries a probability you set in Pipeline Config, so the weighted number moves the moment a card does.
AI deal analysis
Score a deal, draft a follow-up, or summarise the notes on a record. Analysis can refresh itself when a deal changes stage, and every workspace has an on/off switch.
A visible AI meter
Credits are metered per workspace with a soft limit and a live counter in settings, so an AI bill never arrives as a surprise.
Strict workspace isolation
Every query is scoped to your team. Webhooks are authenticated with your own per-tenant secret, and there is no public directory of other customers.
Recycle bin, not shredder
Companies, contacts and deals soft-delete. Restore them from the recycle bin, and check the audit trail to see who removed what.
Saved views & shared reports
My deals, at risk, this quarter — saved once and reused. The weekly sales report gets a shareable link for people without a seat.
Public read API
Bearer keys created in settings, shown once, revocable, scoped to your workspace. Paginated read endpoints for companies, contacts and opportunities.
Northwind Systems, one quarter in
A fourteen-person B2B software company with £2.4M of open pipeline that used to live in a spreadsheet, a shared inbox and one person's memory. Here is how four people share one record.
One record, four jobs
Priya set up the pipeline, the stage probabilities and the quarterly target in an afternoon and has barely touched configuration since. Sofia owns the three capture forms on the website. Daniel lives on the pipeline board. Marcus never opens the board at all — he reads the weekly report link, and it is already right.
Sofia, Marketing
Runs a lead form, a gated whitepaper and a webinar sign-up. Each one routes to its own pipeline and owner, with the source kept on the contact.
Daniel, Account Executive
Works cards across stages, adds line items, sends the proposal, and clears the follow-ups the dashboard says are due.
Priya, Sales Lead
Watches pace against the quarterly target, checks deals at risk, and reassigns owners when someone's board gets too full.
Marcus, Finance
Opens the shared weekly report link and exports won deals to CSV at period end. He has never needed a seat on the board.
Start with one pipeline and ten deals
You do not need a migration project. Pick a pipeline template, drop in the deals you are working this week, and add the capture form once it is already earning its keep.