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X10 CRM overview: what the system is made of

How X10 CRM is put together: leads, statuses, projects, roles, telephony, delivery and AI — and how these parts connect.

7 min readUpdated August 17, 2026

X10 CRM is a workplace for a sales team, where a lead travels all the way from the first touch to a delivered parcel without ever leaving one browser tab. This page explains which parts the system consists of and how they connect, so that the rest of the documentation reads more easily.

#The core entities

Almost everything in the system revolves around three things: the contact, the lead and the status. Let’s take them one by one.

The basics

  • Contactcustomer

    A person with a phone number. One contact can have many leads — that is how you see the history of a returning customer.

  • Leaddeal

    The central entity of the system. A specific enquiry: who, what they want, for how much, in which status and who owns it. Everything else — calls, products, delivery, notes — is attached to the lead.

  • Statuspipeline stage

    Where the lead is right now: new, in progress, confirmed, shipped, paid for, returned. Statuses are grouped, and it is the group that switches automations on.

  • Projectbusiness line

    Separates streams of work: different product lines, warm and cold traffic, different countries. Leads, operators and phone numbers all belong to projects.

  • User and roleaccess

    The role defines what an employee can see and do. Projects define whose leads they can see at all.

#The life of a lead

  1. 01

    The lead enters the system

    In four ways: an operator creates it manually, it arrives from a landing page through the API, it is uploaded in bulk from Excel, or it appears from a call or a social media message.

  2. 02

    It lands on the dashboard

    A new lead joins the shared queue with the status “new” and no owner. An operator picks it up — the system locks the lead to them so that two people don’t call the same customer.

  3. 03

    The operator calls

    The call is placed straight from the lead card; the conversation is recorded and attached to the lead. AI can then break it down: transcribe it, score it and check it against the script.

  4. 04

    The lead fills up with details

    Products in the cart, the total, the prepayment, the delivery address, comments, call-back reminders.

  5. 05

    The status moves — and pulls automations with it

    A status change can send an SMS to the customer, reserve stock in the warehouse or stamp the date the lead was accepted.

  6. 06

    Delivery is arranged

    The Nova Poshta waybill is created from the lead card, and tracking then updates the lead status by itself as the parcel moves.

#Platform modules

ModuleWhat it does
Leads and pipelineCustomer card, statuses, filters, bulk operations, cart and prepayments
TelephonyCalls from the browser, call recording, inbound queues, auto-dialer
AICall transcription, quality scoring, script checks, an assistant with access to CRM data
DeliveryNova Poshta: waybills, label printing, automatic status tracking
CommunicationsSMS to customers based on status, internal team chat, Instagram conversations
TeamOperator online statuses, breaks, discipline, statistics and conversion
IntegrationsLeads from landing pages, Excel import, webhooks

#Where to start the setup

The order matters: every next step builds on the previous one.

  1. Projects — decide which business lines the work will be split by.
  2. Statuses and groups — build the pipeline around your sales process. This is the foundation; reworking it later hurts.
  3. Roles and permissions — decide who sees what, and only then add people.
  4. Users — create the accounts, assign roles and projects.
  5. Products — if you sell physical goods, fill the catalogue before the first lead.
  6. Integrations — delivery, SMS, telephony, leads from landing pages.
  7. Automations — SMS triggers, stock write-offs, tracking rules.

#Where to go next