1. What Flip360 CRM has today (verified in code)
Inventory taken directly from src/routes/crm.tsx + src/data/crm-seed.ts. 28 routes. 13 role-tailored dashboards. 8 data types.
Core CRM
- Contacts (MEMBER / PARTNER / PROSPECT / SUPPLIER / STAFF)
- Deal pipeline with 4-handshake chain
- Activity log per contact & deal
- Search across contacts & deals
- 13 role-tailored dashboards (founder, CMO, BD, sales, CS, compliance, finance…)
- Role-based KPIs anchored to FY27→FY31 trajectory
Marketing & growth
- Acquisition funnel (LEAD→QUALIFIED→PROPOSAL→NEGOTIATION→ACTIVATED)
- Marketing spend dashboard — 10 channels
- CAC for MEMBER & PARTNER segments
- 3 ROAS views: realised · projected · lifetime (LTV/CAC)
- UTM source attribution rolled up to deal revenue
- Community-of-origin tracking (MFAA / FAAA / referral networks)
Finance & compliance
- Commission ledger (per deal, per party)
- Multi-party commission split
- Cooling-off → ELIGIBLE → PAID state machine
- Payouts queue with RCTI preview
- Compliance gate before settlement
- Investor read-only view
- Platform admin (audit log, role config)
2. Feature-by-feature: Flip360 vs Big-5 CRMs
Sources: vendor documentation (salesforce.com, dynamics.microsoft.com, hubspot.com, zoho.com, pipedrive.com) cross-checked Nov 2026. "Partial" means the feature exists but needs custom dev / paid add-on / Apex code to match Flip360 behaviour.
| Feature | Flip360 | Salesforce | MS Dynamics 365 | HubSpot | Zoho CRM | Pipedrive |
|---|---|---|---|---|---|---|
| CORE CRM | Contact & account management Records, segmentation, tags |
✔Native — 5 contact types |
✔Industry standard |
✔Industry standard |
✔Free tier available |
✔Native |
✔Native |
Deal pipeline / opportunities Configurable stages, drag-to-advance |
✔4-handshake chain: H1→H4→PAID |
✔Sales Cloud core |
✔Sales Hub core |
✔Sales Hub |
✔Standard |
✔Drag-and-drop UX is their flagship |
Activity timeline Calls, emails, notes, files per record |
✔Activity log table |
✔Activities |
✔Timeline |
✔Engagement timeline |
✔Native |
✔Native |
Role-based dashboards Different KPI sets per persona |
✔13 hard-coded role personas with iAm/iNeed/soICan/soThat narrative |
◑Permission sets + custom dashboard per profile — admin build, ~$10k+ services |
◑Role-based forms + Power BI — requires consultant |
◑Custom dashboards per team, no narrative scaffold |
◑Module-level role config |
✘Single pipeline view, no persona layer |
Search across entities Global search |
✔Search route |
✔Global search |
✔Relevance search |
✔Native |
✔Native |
✔Native |
| MARKETING & GROWTH | Acquisition funnel by stage LEAD→ACTIVATED |
✔Built-in funnel page |
✔Marketing Cloud (extra licence ~$1.5k/mo) |
✔Customer Insights — Journeys |
✔Marketing Hub |
✔Zoho Marketing Plus add-on |
✘No marketing module — integrate Mailchimp/etc |
CAC by channel & segment Cost to acquire MEMBER vs PARTNER |
✔Auto-calculated, two-segment |
◑Marketing Cloud + custom reports — needs Tableau / CRM Analytics |
◑Power BI dashboard — consultant build |
◑Available in Marketing Hub Enterprise ($3.6k+/mo) |
◑Manual report |
✘Not native |
ROAS — realised / projected / lifetime Three-view ROAS incl. LTV/CAC |
✔Three-view dashboard — unique framing |
◑Datorama (Marketing Cloud Intelligence) — separate licence |
◑Customer Insights + Power BI |
◑Single ROAS only, no lifetime model |
◑Manual via reports |
✘Not available |
UTM → revenue attribution utm_source rolled to deal $ |
✔Built-in |
◑Marketing Cloud + Sales Cloud join — custom build |
◑Dynamics + Adobe / Power BI |
✔Native in Marketing Hub |
◑Via Zoho Marketing Plus |
✘Needs Zapier + GA join |
| FINANCE · COMMISSION · PAYOUTS | Commission ledger Per-deal commission tracking |
✔Native LEDGER table |
◑Salesforce Spiff (acquired 2024) — separate licence ~$75/user/mo |
◑Xactly / SAP CallidusCloud add-on |
✘Commission Hub doesn’t exist — use QCommission integration |
◑Zoho CRM + custom modules |
✘Not available |
Multi-party commission split 3+ parties splitting per deal |
✔Native ledger handles N parties |
◑Spiff supports splits — needs config |
◑Xactly / custom |
✘Not in product — third-party only |
◑Custom module build |
✘Not available |
Cooling-off → ELIGIBLE state machine AU regulatory hold before payout |
✔Built into 4-handshake |
✘Custom Apex — ~3 months dev |
✘Custom plug-in — ~3 months dev |
✘Not possible without integration |
✘Custom build |
✘Not possible |
RCTI preview / generation Recipient-Created Tax Invoice (ATO) |
✔Built into payouts queue |
✘Requires third-party (escientia / Xero / custom) |
✘Third-party only |
✘Not available |
✘Zoho Books integration only |
✘Not available |
Payouts queue with compliance gate Settlement requires compliance pass |
✔PAID-state requires upstream sign-off |
◑Approvals + Flow — 6-9 months dev |
◑Power Automate + Approvals — 6-9 months dev |
✘Workflows insufficient — needs custom |
◑Blueprint state machine + custom |
✘Not available |
| DOMAIN-SPECIFIC · MARKETPLACE | Federated marketplace model Multi-sided: MEMBER + PARTNER + SUPPLIER networks |
✔Native architecture |
◑Experience Cloud (Communities) — $10/login/mo per partner + dev |
◑Partner Portal — substantial build |
✘Not a marketplace platform |
◑Zoho Creator custom build |
✘Not available |
Community-of-origin tracking MFAA / FAAA / industry body provenance |
✔First-class field |
◑Custom field + reports — trivial schema, but no community workflows out-of-box |
◑Custom entity |
◑Custom property |
◑Custom field |
◑Custom field |
Trust instruments (per deal) Member/partner trust layer |
✔Native concept in seed data |
✘Custom build — 12+ months |
✘Custom — 12+ months |
✘Not possible |
✘Custom — 12+ months |
✘Not possible |
Trajectory anchoring (FY27→FY31) Every role KPI ladders to investor model |
✔Built-in |
✘CRM Analytics dashboard — 6 months build |
✘Power BI — 6 months build |
✘No native |
✘Zoho Analytics manual |
✘Not available |
| AUTOMATION · AI · INTEGRATIONS | Workflow automation Triggers, alerts, escalations |
◑Phase 2 — not in tonight’s build |
✔Flow Builder — industry leader |
✔Power Automate |
✔Workflows |
✔Blueprint |
✔Workflow Automation |
AI / agentic features Einstein, Copilot, Breeze etc. |
◑AI workforce baked into 13 roles narrative (not yet wired to LLMs) |
✔Einstein + Agentforce — GA 2025 |
✔Copilot for Sales — GA 2024 |
✔Breeze AI — GA 2024 |
✔Zia AI — GA 2023 |
◑AI Sales Assistant — add-on |
Email / phone integration O365, Gmail, VOIP |
✘Phase 2 |
✔Native + many connectors |
✔Native O365 |
✔Native |
✔Native |
✔Native |
Mobile app iOS/Android |
✘PWA only (Phase 2 native) |
✔Native |
✔Native |
✔Native |
✔Native |
✔Native |
Investor / board view Read-only access to model |
✔Native /crm/investor route |
◑Permission set + custom dashboard — dev required |
◑Security role + Power BI |
◑View-only seat — limited |
◑Read-only profile |
✘Not granular enough |
3. Why included / why not (Flip360 design decisions)
✔ Included — and why
- 4-handshake chain — broker industry needs intent→intake→settlement→outcome visibility, not generic "stages"
- Multi-party commission ledger — the marketplace splits revenue between referring MEMBER, sales rep, BD and platform; can’t bolt this on later
- Cooling-off / ELIGIBLE / PAID state — AU regulatory requirement (NCCP cooling-off), not optional
- RCTI generation — ATO compliance for marketplace tax invoices; without this, finance can’t pay partners
- Community-of-origin — the entire growth thesis depends on MFAA/FAAA channel attribution
- Trajectory anchoring — investor mandate: every role must ladder to the FY27→FY31 model
- 13 role personas — founder’s instruction: every screen built for a specific human reading it
- Investor read-only view — required for SAFE round + due diligence
◑ Not in tonight’s build — and why
- Email / phone integration — Phase 2; UAT first, then connect O365 + Twilio
- Workflow automation engine — Phase 2; hard-coded handshake transitions today, configurable later
- Live AI agents — 13-role AI workforce designed, LLM wiring is Phase 2 (cost & latency tuning)
- Native mobile apps — PWA today; native iOS/Android once UAT signs off PMF
- Real auth — pick-a-role cookie tonight for UAT; SSO + magic links in Phase 2
- Real DB — in-memory seed for UAT (resets on restart); D1 / Postgres in Phase 2
- Custom report builder — every report is hand-built for the specific role today; self-serve in Phase 3
4. Which major Australian brands run which CRM
Sources cross-checked Nov 2026: vendor case studies, ASX disclosures, public press releases. Where the deployment is multi-platform, the primary system of record is listed.
| Brand | Sector | Primary CRM | Notes (source) |
|---|---|---|---|
| CommBank (CBA) | Banking | Salesforce | 10+ years on Salesforce — "Pulse" AI built on Sales Cloud + Einstein |
| Westpac | Banking | Salesforce | Customer journeys + Marketing Cloud (vendor case study) |
| NAB | Banking | Salesforce | Unified retail + business banking on Sales Cloud + Service Cloud |
| ANZ | Banking | Mixed | Launched agentic AI CRM Feb 2026 — platform not publicly disclosed |
| ING Australia | Banking | MS Dynamics 365 | Complete customer view on Dynamics (Microsoft case study) |
| Beyond Bank | Banking | MS Dynamics 365 | 360 customer view (Microsoft case study) |
| Telstra | Telco | Salesforce | Customer 360 for Consumer + Small Business. Also resells Dynamics as a product |
| Optus | Telco | Salesforce | Service Cloud + Sales Cloud (vendor reference) |
| Coles | Retail | Salesforce | Sales Cloud for People & Culture (vendor case study) |
| Woolworths | Retail | Adobe + Salesforce | Adobe Real-Time CDP for loyalty (Everyday Rewards); Salesforce for B2B |
| Bunnings | Retail | Salesforce | AI tools via Salesforce ecosystem (PowerUs program) |
| Canva | SaaS | Salesforce | Enterprise sales on Sales Cloud |
| Qantas | Aviation | Adobe + Salesforce | Adobe Experience Cloud for Frequent Flyer; Salesforce in B2B sales |
| AGL Energy | Utilities | Salesforce | Service Cloud for customer ops (vendor reference) |
5. What Flip360 has that the big CRMs don’t (6–12 month dev gap)
For each feature: the big CRMs could build it, but the timeline below is the realistic effort (engineering + compliance + UAT) for a top-tier integrator (Deloitte / Accenture / EY) to deliver a comparable build on Salesforce or Dynamics.
4-handshake deal chain
Industry-specific stages (Intent→Intake→Settled→Outcome→Cooling-off→Eligible→Paid) with regulatory holds.
Why slow: state machine + Apex / Power Automate + UI redesign + Compliance UAT.
RCTI generation (ATO)
Recipient-Created Tax Invoice automation with GST treatment, ABN validation, audit trail.
Why slow: ATO compliance review + e-invoicing standard (PEPPOL) + integration with finance.
Multi-party commission ledger
N-party split per deal (MEMBER + sales rep + BD + platform fee + community-of-origin clip).
Why slow: data model + payout engine + reconciliation + finance UAT.
Federated marketplace
MEMBER + PARTNER + SUPPLIER networks with cross-side referrals + per-network economics.
Why slow: identity model + per-tier permissions + commission attribution + portal UX.
Community-of-origin attribution
MFAA / FAAA / industry-body provenance tracked through entire deal lifecycle into commission.
Why slow: easy schema, but workflow integration across funnel + ledger + payouts is bespoke.
13 role-tailored dashboards (narrative)
Every role has iAm/iNeed/soICan/soThat narrative + role-specific KPI set + AI-workforce wiring.
Why slow: 13 dashboards × KPI calc + change-management + role-permission scoping.
Trajectory anchoring (FY27→FY31)
Every role KPI rolls up to the investor model. Visible inline on the dashboard, not in a separate BI tool.
Why slow: live calc layer + BI integration + governance for investor-grade numbers.
Trust instruments per deal
Trust layer attaches to each deal with deed metadata, signatories, settlement flow.
Why slow: this is a financial instrument, not a CRM record. Legal review + custodian integration + AUSTRAC reporting.
6. So what — the strategic position
In one line
The Big-5 CRMs are horizontal sales tools. Flip360 CRM is a vertical, regulated, multi-party marketplace platform with the CRM as one surface. A Telstra or Coles could replicate some of what Flip360 has with 6–12 months of integrator effort — but they’d still be missing the trust instruments and community-of-origin economics that the platform is built around.
Sources cross-checked Nov 2026. Vendor pricing & feature availability changes — verify before contract.
Built as part of the Flip360 CRM tonight’s UAT package for the project sponsor & CMO.