Executive Summary

X2CRM covers the entire customer journey from marketing to sales, commerce
to support. Built to handle any type of customer interaction and relationship
management, either in-person or digitally, X2CRM can optimize your
relationships with these easy-to-use, comprehensive modules all provided within
a single package.

This overview provides businesses an introduction to the vast offering that
X2CRM provides. For further information, request a demonstration or speak to
an X2CRM expert. www.x2crm.com/demo

Table of Contents


One Platform. Unified Modules. Complete Control.

X2CRM is an enterprise CRM, Marketing Automation, and Workflow solution that
supports every aspect of your customer engagement. X2CRM provides speed and
control in a complete, secure, and highly configurable CRM suite.

X2CRM features eight employee-facing modules within a single platform
implementation to cover every aspect of the customer journey during marketing,
sales, orders, support, and service. It offers power and flexibility that comes from
a streamlined and comprehensive design — at an extremely affordable price.
Additionally, X2CRM provides and additional 13 modules, for no additional cost, so
that companies can totally control how their customer engagement prevails.

These primary modules, along with other module extensions will enable users to
simply enable an effortless customer experiences by enabling the most optimized
process and interactions.

X2Marketing allows creation and tracking of campaigns from a single dashboard.


The X2Marketing module optimizes and manages marketing campaigns through the use of web lead capture forms, landing pages, website activity tracking, lead scoring/lead routing, targeted email marketing campaigns, newsletters, and many other important tools — all within a highly cohesive and encompassing module.

Companies receive benefits including increased reach, improved connections, and increased brand strength — at a reduced expense. Due to the centralized information, campaign accountability, and targeting are improved.


X2Sales is a highly extendable and scalable platform that will easily configure your entire sales process, performance, and reporting, according to individual needs and requirements. Functions include full customer relationship management, deal opportunity tracking, quoting/invoice, and email correspondence manager.

When using X2Sales for sales management, company revenue and sales performance will excel. X2Sales will show the opportunity pipeline, systemize opportunity growth and improves prospect relationships — all to avoid deals from being lost.

X2Sales allows users to view the entire activity history, look at contacts according to their individual activity or at an account level. All interactions and responses are measured, which equates to contact rating and prioritization.


X2Sales can be filtered by geography if X2Cloud Connect has the Google Map integration.

The sales function does not take place in a silo and needs to be able to view and interact with other aspects of the application such as marketing, service, documents, calendar, quotes, invoices, etc. Any entity within a module within X2 can be associated with another entity in another module. This is accomplished through our Relationship widget, which displays these connections no matter what module the user is working in.

X2Support has complete case management and escalation, plus reporting dashboards.


X2Support is a built-in service module that allows teams to manage support and services cases to ensure customer satisfaction. Functionality of the module includes:

• Automated case creation
• Case management, assignment, and reporting
• Service case web form creation

X2Support benefits include improved customer service/support, elevated customer experience, and more; all through centralized and often automated customer interactions, which are centralized and standardized.


X2CRM exploits the significance of accurate, real-time online activity tracking to leverage a highly relevant customer experience. X2Digital performs these functionalities with easily incorporated tools:

• Web lead capture forms
• Custom web content
• Website activity/location service tracking

X2Digital personalized and streamlines the digital experience to help businesses deliver personalized, cohesive, and non-repetitive experiences. Benefits from this module include the ability to deliver omni-channel interactions, digital experience streamlining, and experience performance management.

Web lead campaigns are created and monitored within X2CRM, automatically collecting leads and creating lists for follow-up campaigns.

X2Quotes track proposals in real-time, which affects the Opportunities data.


X2Quotes provides a centralized product pricing, quotes, and invoicing system. Functionalities include product tracking (cost, inventory, shipping), quote generation, invoice creation, and reporting.

Through this structured and standardized process, mistakes are eliminated, and opportunities are expedited through accurate information.


Sales people can easily update quotes, which are automatically sent out to contacts. The format of Quotes is created in the Docs module within X2 and can be created to reflect the branding of the company. Unlimited templates may be created and available to choose upon the delivery of the Quote.


Because customer engagement can occur across many different channels — inperson meetings, phone, email, or social media — the X2Social module supports all these channels to let customers have access to more options when working with your company. This module allows:

• Messaging/tracking of customers by social channels
• Data collection about conversations with the company
• Customer connections to the correct group (support, sales, marketing) within the organization based upon the message.

X2Social helps companies interact with people in real-time through conversational and social interactions. It helps establish a tighter brand affinity and level of trust.


X2Collaborate provides teams an internal space where members can work on projects together, stay up-to-date with contact interactions, brainstorm, and more. Company efficiency is the main purpose behind this module

Benefits of X2Collaborate include improved communication and increased information flow through the use of functions such as activity feed stream, task management, and centralized calendaring. Through the increased efficiency, along with the pooling of talents/strength, resolutions will be expedited and through knowledge sharing, employees will enhance their skills and improve quality and efficiencies.

Below is an example of X2Collaberate with the Project module. Notice from within a specific project, a team member has access to the overall Process for the Project and with a click of the mouse can access the Topic associated with this Project. The Topics module is shown below the Project view.


A Topic may be created as a collaboration tool for any Process going on within X2. It doesn’t matter what module because Topics spans modules and a Topic may be related to any other entity within X2. It is a great tool to communicate between team members or collaborate across departments within the company.

Topics can also be a generalized communication tool within an organization.


X2Documents is a built-in document management system that includes rich text editing tools and document management, to allow the creation of documents, email
templates, and quotes. X2Documents helps improve delivering customized messaging because it offers the documents the ability to include custom fields, so the messaging is customized depending upon the recipient. For example, a product guide can have the purchaser’s name embedded in it. Other file types can also be uploaded, audited, managed and shared. Functionality includes:

• Google Drive integration
• Email template generation
• Document accessibility with version control

By centralizing and versioning assets and documents, benefits include improved regulatory compliance, protection from loss/disaster, and enhanced security. Together with its sister module, X2Media, X2Documents provides a rich environment for storing and using any type of document or file type.

X2Documents can have custom fields so the documents are presented to the contact as messaging that is specific to them.

X2Hub Services

This is a cloud-based information service that includes connectors for calendaring, mapping, security, speech, email, text, and other similar network services. X2Hub Services for X2CRM will reduce the time and effort required in configuring and managing credentials for each of the supported providers — allowing quick and easy extension of X2CRM’s functionality.

X2Lead Processor

X2Lead Processor module reduces duplication of contacts, accounts, and leads within the X2CRM database. It is applied to bulk imports as well as individual additions, scanning predesignated fields for previously entered data. X2Lead Processor contains utilities to perform common tasks in loading leads from other databases, such as splitting fields and merging fields.

The value of Lead Processor is that it eliminates a common problem of existing contacts or accounts being identified as leads, which confuses internal resources with inaccurate data and it also avoids poorly constructed conversations back-stepping relationships to an entry level.

X2Lead Processor has a review step that if enabled, shows the suggested record.

X2Lead Processor

The X2Process module will help scale customer interactions through every module and every data object being customized along with automatic interactions that are monitored and reported.

X2Process extends processes beyond roles, locations, and responsibilities so the system is tracking the contact’s progress regardless of the internal responsibility. X2Process puts milestones at each step and validates if a contact matches that criteria for reporting purposes. X2Process engine tracks the objects, by activity through the stages. Each stage can have
its own unique WorkFlow process, which are defined by the company to match and augment internal procedures.

This provides companies the transparency on true contact development and progression according to a structured flow. X2Processes can be built for lead nurturing, opportunity development, on-boarding, and support. Contacts can belong to multiple processes at once.


X2Process is viewed by X2CRM users as a funnel that measures each step.


X2WorkFlow is a universal workflow engine and progress reporting system that automates as many check points in X2Process as possible. X2WorkFlow is simple, fast, and straightforward. Just about any task can be automated with this module including managing records and contacts, handling campaigns, tracking locations, and more. There are over 100 types of Workflow triggers and over 100 types of actions that can be called within X2WorkFlow.

The value of X2WorkFlow is that it allows organizations to scale internal and external activities. It is a tremendous resource and timesaver where it creates consistency at handoffs or during engagements. X2WorkFlows can be used internally for alerts, data updates, reassignments, escalation, reporting, just about anything. X2WorkFlow can be used to scale external activities such as email campaign triggers, calendaring, quote sending, autoresponders, etc. Only the imagination can limit what X2WorkFlow can automate.

X2WorkFlow Engine is an open-ended set of triggers and actions within a set of steps resulting in a series of actions that are defined for any field or database object. The X2WorkFlow interacts with every aspect of the platform, and is accessible from every X2CRM module. The triggers are specified in a high-level visual tool to eliminate coding. X2 actions can also be saved as MACROS and executed by users wherever needed, such as web forms or customer extensions. Customers can also add PHP code into workflows for more complex tasks or procedures.

X2WorkFlow does not require coding — every action, trigger, data value and alert are all created by drag-and-drop elements into our design studio — X2Design

X2Analytics Engine can connect 4 data tables and display the requested result in line, bar, grid, pie, and more. Every report can be drilled in.

X2Analytics Engine

The X2Analytics Engine module allows data to be easily sorted and displayed as a chart or specialized grid. The reporting and analytics capabilities allow the monitoring and reaction to marketing, sales and service efforts. This will allow changes to improve performance.

X2Analytics Engine provides insight and a 360-degree view of a customer. Management will be able to understand marketing, sales, and support performance levels, while team members can see how their activities are influencing customers in live activities feeds, alerts, and dashboards.

Users can quickly develop multiple types of data analytics in grid views, rows and column views, and summary table views. These views can automatically produce charts
and graphs as well. Since the analytics engine is embedded in X2 the user can click on portions of charts or graphs to produce a list of the database records that were included in that portion of a pie chart, for example. The data views, charts, and maps can be stored as pdfs and emailed to a user list on periodic timeframes, like weekly. The data can also be exported into tables in Excel.

The value of X2Analytics Engine is that it helps companies track and measure any important activity that their prospect or customer is undergoing.

X2Analytics Engine

Reports and charts can be customized by the Admin or by the user. Drill in data is always available.


The X2Admin module offers a wide array of internal managerial abilities, tools, and utilities to regulate the details and accessibility of X2CRM. Admins can maintain organizational standards and best practices, which will, in turn, maximize productivity. Administrators can also use X2Studio to customize and extend X2CRM.

X2Admin does not require coding to optimize according to your company’s needs. X2Admin provides insights about system performance, team, and user-based permissions, module, and mobile accessibility. X2Admin brings value to organizations as a self-service control area.


Connect X2CRM to a world of external applications and interfaces using the robust X2REST-ful API. This second-generation HTTP-based API can help seamlessly integrate existing software with third-party frameworks. Create, modify and delete records directly through API commands, allowing easy work with associated actions or enact process stages. Connect to Zapier, Google, Twitter, and more. Make remote API calls in X2Flow automation sequences and automate your integration.

The value of X2REST-ful API to companies is that X2Engine Inc. does not charge fees for data transmission. Your company has full control and access with the API connections.

X2Studio Customization

The administration panel of the X2Studio module offers a wide array of managerial and supervisory abilities, tools, and utilities — all of which regulate the details of X2CRM. X2Studio allows users to extend the functionalities of X2CRM to specific and customized specifications. Admins can maintain organizational standards and best practices, which in turn maximizes productivity.

X2Studio enables X2CRM application extension by specifying new modules of X2. With a few simple clicks companies can add in new field names, drag and dropping those field names onto a new form layout, then create new modules in just a few minutes. Once the module is generated, it is fully integrated within the X2 application framework and can be related to existing forms, actions, relationships and modules already included within X2CRM.

X2Studio enables multiple methods of intra-form navigation, and have the ability to relate tasks, comments, emails, attachments, etc. into the new module.


The X2Media module allows team members to share and exchange media files. It can be a screenshot of the latest product version or perhaps a visual update of an on-location worksite. Not only can screenshots be shared, but also many other media types including MP3s, videos, and much more.

The value is that it allows companies to share and interact with people using multi-media resources. The person’s response and engagement to X2Media is tracked and monitored within their activity stream, so the company understands the engagement.


The X2Topics module can be used alongside the main X2Collaborate module as an internal site to create discussion forums and other similar communications. This is a great tool to allow users to chat and answer internal questions.

X2Topics helps companies share information amongst each other in an ad hoc, conversational flow. Its advantages is that it ties into customer data points such as contact and account records, so updates are overlaid in real-time onto the topic thread.


The X2Topics module can be used alongside the main X2Collaborate module as an internal site to create discussion forums and other similar communications. This is a great tool to allow users to chat and answer internal questions.

X2Topics helps companies share information amongst each other in an ad hoc, conversational flow. Its advantages is that it ties into customer data points such as contact and account records, so updates are overlaid in real-time onto the topic thread.


X2Actions allow individual users to view their own tasks, activities, and to-do lists, along with those made public by teammates in a single data feed, so that one source of information covers the entire set of actions that a user wants
to track. Filters allow individual views such as current actions, all actions or everyone’s actions for example. This module will allow staff members to stay on top of all required tasks to help maintain the positive status of the customer experience – improving efficiency and work prioritization.


Many employees, especially those out in the field need access to accurate, real-time data concerning their customers. X2Touch is the mobile version of X2CRM’s desktop client. Users can view contact data and user lists quickly and seamlessly. Users will also have the option of utilizing the full app on mobile devices. The menus and screens of the responsive UI are well adapted to a small screen format.

Companies benefit from X2Touch because it allows employees to access the data and the alerts from X2CRM from anywhere and from any device.