Every CRM tells you the stage. This one tells you it's stalling.
A lead sitting in Discovery Complete looks fine on a board. Eight days in a stage with a seven-day target, no activity and no next step scheduled — that's a deal quietly dying, and Workroom says so on the card before you've opened it.
Marcus Calloway—Discovery Complete—368dNothing scheduled
Elena VasquezFull ServiceContract Sent$56,520388dNothing scheduled
Theo LindqvistFull-ServiceWon$110,000583dProject created
Harriet OkaforFull-ServiceWon$85,000624dProject created
Priyanka ShahFull-ServiceWon$47,600663dProject created
Open pipeline$233,0205 open leads
Weighted forecast$89,866fee × probability
Converted, all time$430,7848 converted
Conversion rate42%8 of 19 inquiries
Avg deal size$53,848across 8 wins
Pipeline funnel
New Inquiry2$86,500
Discovery Complete2$90,000
Contract Sent1$56,520
Won8$430,784
Trusted by the studios doing the work
Forecast by close month
August$45,216
September$36,000
October$8,650
At risk 3
Nadia & Rowan Ellis9 days in stage (SLA 7)$90,000
Marcus Calloway9 days in stage (SLA 7)—
Elena Vasquez9 days in stage (SLA 7)$56,520
No next step 3
Nadia & Rowan Ellisno next step scheduled$90,000
Marcus Callowayno next step scheduled—
Elena Vasquezno next step scheduled$56,520
Win rate by source
Referral · past client52%
Referral · trade & architect44%
Website · Project Intake form21%
Instagram8%
Paid directory3%
Declined reasons 6
Budget2
Timeline2
Went with another firm1
Scope too small1
Every card carries a health score and days-in-stage, so a stall is visible before you open it.
3 signals
fit, engagement and momentum, scored out of 100 on every open lead
3 views
board, list and a dashboard with weighted forecast and win rate by source
1 click
from won lead to a live project carrying the contact and the scope
Drafts only
stage automations draft a contract; nothing is ever sent without you
Project health
A score you can argue with, because it shows its working
Most lead scoring is a black box that produces a number nobody trusts. This one breaks into three parts you can read — whether the job fits the firm, whether the client is engaging, and whether the deal is moving — and then lists the specific reasons it's marked at risk.
Fit — is this the kind of project, budget and scope your firm actually wants?
Engagement — are they replying, opening, turning up?
Momentum — is it moving, or has it been sitting in one column for over a week?
Walter's take — generate a written summary and risk assessment on any lead, on demand.
Nadia & Rowan EllisProject health
At risk
35
Fit15/40
Engagement9/35
Momentum11/25
8 days in stage (SLA 7)
No activity in 8 days
No next-step task scheduled
Fifteen plus nine plus eleven. Nothing hidden, nothing weighted behind the scenes.
The whole life of a lead
It arrives on its own and leaves as a project
The two ends of a CRM are usually the worst part: someone re-typing an enquiry from an email, and someone re-typing the won deal into a project. Both ends are gone.
1
A form becomes a lead
Publish a form, map its email and name fields, and every submission creates a lead in the stage you choose — deduped by email into an existing open lead, and attributed to the form it came from.
One numbered row per area and what needs doing in it. That scope feeds Walter's sizing and the estimates that follow, so the discovery call isn't lost.
3
A proposal goes out from the lead
Proposals and contracts live on the lead's Documents tab, and stage automations can draft the contract for you — as a draft, never sent.
Name the project, press convert, and it's created with the contact and the lead's details attached. Nobody re-keys the address.
The dashboard
What's actually going to close, and where it came from
Open pipeline is a comforting number. Weighted forecast is an honest one — every open fee multiplied by the probability of its stage. And win rate by source is the number that tells you which marketing to stop paying for.
Alongside it: at-risk leads, leads with no next step, forecast by close month, and declined reasons when you lose one.
The connected record
A lead isn't a separate address book
Becomes the project
Convert and the contact, scope and details carry across. The project starts populated instead of blank.
Proposals live here
Documents, proposals and contracts sit on the lead, so the paperwork and the pipeline are the same record.
Email is logged
Anything sent from Workroom's email module lands on the lead automatically, and you can paste one in by hand.
Notifications that matter
Stage changes, proposal views, form submissions and automation runs, on the lead rather than in an inbox.
Walter reads it
Generate a summary or a risk assessment on any lead, from the same records the score is built on. Walter AI →
Feeds the numbers
Won leads become the revenue the reports measure, so the pipeline and the P&L are describing the same firm.
Questions we hear
Leads, specifically answered
Can we change the stages?
Yes — rename them, add them, reorder them, give each a color. They're the columns on your board, so the pipeline reads the way your firm actually sells rather than the way a generic CRM assumes.
Will it send a contract automatically?
No, and deliberately. A stage can auto-draft a contract when a lead enters it, but contracts are always saved as drafts. Nothing goes to a client without someone deciding to send it.
How does a lead get created without anyone typing it?
Enable a published form as a lead source and map its email and name fields. Every submission then creates a lead in the stage you nominate, deduped by email into an existing open lead so a second enquiry doesn't become a second record.
What does the health score actually measure?
Fit out of 40, engagement out of 35 and momentum out of 25. Underneath it you get the specific reasons — days in stage against your SLA, days since any activity, whether a next-step task exists — so it's a diagnosis rather than a verdict.
What happens to the discovery call notes when we win?
They come with it. Scope, notes, appointments, emails and documents all belong to the lead, and the lead becomes the project — so the person doing the work can read what was promised.
See the connected workflow
Bring the deal you've been meaning to chase.
We'll put a real lead on the board, score it, and show you what Workroom would have told you three weeks ago.
