Solutions › Revenue teams

Score every lead, deal and account on rules you wrote.

Marketing, sales and success work one record, and every score on it shows its reasons.

Join waitlist →See how scoring works
Deals›Acme Industrial · RenewalProposal
RecordActivityFiles
Amount
$48,000
Owner
MRMarcus Reid
Deal confidence
Committed · 82↗
Champion
Dana Okafor
Security review
Empty
Close date
Sep 30
82Committed+14 since 12 Aug
  • Champion identified+30
  • Proposal out+25
  • Talked in the last 14 days+20
  • Three calls this quarter+15
  • Security review clearednot set
  • Account went quiet−8

Recomputed Sep 5, 2026, 6:40 AM

Sample workspace

One record, from the first form to the renewal.

Each team scores the customer on what the team before it logged.

  • Marketing

    Lead fit
    1. D
    2. C
    3. B
    4. A

    A form creates the record, and lead fit grades it on arrival.

  • Sales

    Deal confidence
    1. Unlikely
    2. Possible
    3. Likely
    4. Committed

    Calls, emails and meetings land on the deal, and the rubric reads them.

  • Success

    Customer health
    1. At risk
    2. Watch
    3. Steady
    4. Healthy

    Health and churn risk read the account, and a signal flags one that went quiet.

Calls, email, meetings, billing and support all land on the account.

A score you can read the reasons for.

Write the rubric once. Every deal shows its score and the lines that earned it. Tap a line to try it.

Deal confidence›Rubric6 lines
82Committed

As the deal stands today82 earned of 100 possible

  1. Committed80+
  2. Likely60+
  3. Possible40+
  4. Unlikely0+

The lead that routes itself.

One form, from send to first follow-up. Nobody types anything into a CRM.

Leads›Jordan Lee · Northwind TradersNew
Source
Website · Book a demo
Company
Northwind Traders · 120 people
Lead fit
B · 72
Owner
MRMarcus Reid · Sales team, taking turns
Sequence
Inbound demo Email 1 sent
Next
Waiting for a replystops when they answer

Activity

  1. Form submitted: Book a demo

Coach the calls that move the number.

Score sales and support calls on scorecards you wrote. Stella drafts the answers, and a person submits.

Conversations›Discovery call · Acme IndustrialCompleted
SummaryTranscriptCoaching
Discovery CallApplies to phone calls and meetings76%weighted

Opening

Opened with a clear agendaYes

Discovery

Uncovered the business problem behind the request4/5
Identified who else is involved in the decisionNo
Rep talked less than half the timeYes

Next steps

Booked a specific next step, with a datePass
What would you do differently?Not scored
Stella drafted these from the transcript. It stays a draft until a person submits it.

Then it's a column you can sort by.

A score works like any number: sort it, filter it, total it and chart it. Nothing to export.

Sales›DealsShared with Revenue
All dealsCommit this monthBy owner
Filter Deal confidence ≥ 60Sort Deal confidence ↓
DealOwnerStageAmountDeal confidence ↓
Globex · ExpansionSLSam LinNegotiation$96,000Committed · 91
Acme Industrial · RenewalMRMarcus ReidProposal$48,000Committed · 82
Initech · New businessAKAna KimProposal$72,000Likely · 74
Soylent · RenewalSLSam LinNegotiation$31,000Likely · 68
Umbrella · New businessMRMarcus ReidProposal$54,000Likely · 61
5 dealsSum $301,000Average 75
Revenue dashboard›Deals by stage
  • Qualified48
  • Discovery35
  • Proposal22
  • Negotiation12
  • Closed won7

Reads live records · Sample data

The whole revenue stack, on one record.

What marketing, sales, success and RevOps run in Custral, without stitching tools together.

  • Stages and pipelinesNew business, expansion and renewal, each its own.
  • Grade propertiesA score out of 100, with its reasons.
  • Rollup and formula fieldsDeal value summed up to the account.
  • Deal timelineEvery call, email and meeting, in order.

Questions revenue leaders ask.

How does a deal get a score?

You write a rubric. Each line reads something the workspace knows (a field, a recent conversation, a call count, an open signal) and earns its full weight or nothing. An open signal, like an account going quiet, can take points off. A stage carries no probability of its own, but a rubric can read the stage along with everything else.

How does the score stay current?

It re-runs when a field it reads changes, and again every night. So a deal that went quiet drops even when nobody is editing it.

How does call coaching work?

A scorecard is weighted questions you write, grouped in sections: 1 to 5, yes or no, pass or fail, one of a set, or free text that isn't scored. You choose which calls each card applies to, by channel, outcome or length. Weights don't need to add up, an unanswered question leaves the total, and one question can fail the whole call for compliance checks.

Does the AI grade calls, or does a person?

A person. Stella drafts the answers from the transcript, anything that doesn't fit a question is left for the reviewer, and a question can opt out of AI. Nothing submits itself, and only submitted reviews count toward a rep's trend.

How do inbound leads get assigned?

The form names a person or a team. A team can share leads evenly, by current load, or on a rota. Channels route the same way and can skip anyone who is away or at capacity.

Do I need a separate prospecting tool?

No. Sequences run the cadences with AI-drafted emails, the built-in dialer places the calls, and the notetaker records the meetings they book.

Can RevOps change the data model?

Yes, without a developer. Define objects, fields and relations, including formula, rollup and grade fields, a live spreadsheet, or a value read from a connected tool. Change it the week you need to; existing records keep their values.

Does it sync with HubSpot and Stripe?

Yes. Both sync into linked tables you can extend with your own columns, so billing and CRM data sit next to the pipeline.

Score your pipeline on rules you wrote.

Pipeline, sequences, coaching, routing and dashboards are built in, so the scoring spreadsheet can go.

Join waitlist →Talk to us

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