Deal

What is a Deal?

A Deal (also called a business case, business opportunity, or opportunity) is a specific business opportunity in CRM that has already been qualified and has all key attributes defined: customer, subject of the deal, expected value, probability of closing, expected close date, and current stage in the sales pipeline.

While a lead is merely “interest”, a deal is a concrete piece of business with a budget and scope. In B2B sales a deal is typically created after a successful qualification call, where the salesperson confirms BANT criteria (Budget, Authority, Need, Timeline). Each deal is then associated with a quote, a potential contract, activities (meetings, calls, emails), and documents.

A deal typically has the following fields:

• Name (e.g. “Acme Corp – 25-user licence”)
• Value and currency
• Expected close date
• Stage in the pipeline
• Owner (salesperson)
• Source (lead source)

When it is used

A deal is the central object of sales reporting — pipeline value, forecast, and win rate are all calculated from deals. Every activity (call, email, quote) is recorded on the deal so it can be analysed later.

See the CRM module, the Quotes module, and the Contracts module.

Related terms

• Sales Pipeline — a deal is the atomic unit of the pipeline. See /en/glossary/sales-pipeline.
• Lead — the predecessor of a deal before qualification. See /en/glossary/lead.
• CLV — the customer’s value across multiple deals. See /en/glossary/clv.

In Modulario

In Modulario, a deal in the CRM module is natively linked to Quotes (one quote = one deal) and Contracts (upon deal close, a contract with pre-filled details is generated). After signing, the deal closes as “Won” and automatically triggers Invoicing.

The deal reporting dashboard displays the weighted pipeline value, monthly and quarterly forecast, and win rate by salesperson and product. Sales managers can drill from summary data into a specific deal in one click — with the complete history of communication, quotes, and related documents.

Modern sales teams also use AI features on deals — automatic meeting summaries, next-step suggestions, and predictive closing probability scores. The system learns from historical wins and losses and evaluates open opportunities more objectively than a salesperson’s intuition.