In a small company, CRM reports on lead sources tend to share one flaw: someone builds them by hand once a quarter, and nobody quite trusts them. The question itself is simple. Which enquiries actually turn into paid work, and where should the money and time go next?
The work nobody wants
It goes the same way every time. Someone exports contacts from the CRM into a spreadsheet, works out which ones reached the quote stage, then opens the accounting system and matches invoices to company names. Half the records have no source at all. Others say “website”, even though the client came on a referral and only used the site to look up the phone number.
What comes out is a chart of contact counts, and that does little for anyone running the business. A hundred enquiries from ads that lead nowhere are worth less than five referrals that become three year-long contracts. The difference only shows once the CRM is joined to the invoices, which is exactly the step nobody feels like doing on a Friday afternoon.
We have plenty of contacts. I don't know which ones pay the bills.
— Management meeting, minutes abridged
What a connected CRM means
On its own, Claude knows nothing about your deals. It sees only what someone pastes into the window. So we build small MCP servers: narrow bridges between Claude and the systems you already work in. One bridge goes to the CRM, another to accounting. Ask “which sources brought in the most invoiced revenue last year” and Claude reaches across those bridges, joins the data and answers with a sentence, a table or a chart.
What matters is whose eyes it looks through. The bridge carries your identity and your permissions. A salesperson sees their own leads and deals, the owner sees the whole company. Nothing gets copied, no new spreadsheet appears for someone to maintain, and nothing lands in a vendor's cache. The platform runs in your cloud and every question leaves a line in the audit trail.
Concretely: Raynet and Pohoda
Take a typical Czech setup. Enquiries and deals live in Raynet CRM, invoices in Pohoda. Both stay exactly as they are and nobody has to learn anything new. Two small bridges are added. For a company handling a few hundred enquiries a year (an illustrative figure), the quarterly report stops being a half-day project and becomes a question of a couple of sentences.
- Pulls enquiries for the chosen period, including the Source field and the date created.
- Finds which of them reached a quote and which became a won deal.
- Matches won deals to issued and paid invoices in Pohoda.
- Ranks sources by revenue, average deal size and time from enquiry to payment.
- Lists records with no source, so sales can fill them in.
An illustrative example: a twelve-person installation firm in Brno pays for online ads, exhibits at two trade fairs a year and lives on referrals, though nobody can prove it. On Monday morning the owner asks how much revenue last year's fairs brought in compared with what they cost. The answer arrives with a list of the deals behind the figure, so the owner can check it line by line.
What these reports will not do, and why that is good
Claude does not guess a missing source. If an enquiry has none, the report files it under unknown and tells you how many there are. Filling in the truth is a job for the person who actually spoke to the client. Nor will the report tell you to cancel the ads. It shows the numbers and where they came from. Where the budget goes is still a decision for management.
Caution with small numbers helps too. Three deals from a trade fair are not a trend, and a good report says so plainly instead of drawing a confident curve through them. A system that admits what it does not know is one you can trust when it does know.
What it would take
Not a year-long project. We start by looking at how you record sources today and where the invoices live. Then we build the two bridges, connect them to your existing sign-in and test them on real data from last quarter. It runs in your cloud, under your identity, with a single audit trail. Once the report works the way you like, you can save it as a shared skill, so every salesperson runs it the same way and sees only their own data.
What's left
The model is not the bottleneck. Claude can answer a question about lead sources in one sentence. What it lacks is a way into the data your company already holds in the CRM and in accounting. That gap is what we close.
If you want to know where your best work comes from, write to us. A short call about which CRM and accounting system you use is enough for us to tell you what connecting them would take in your case.