Monday.com Infrastructure Guide

Every board, dashboard, and Vibe app that makes the CRM and Sales Events run. Bookmark these.

Workspaces

Lead Acquisition Boards

Design & Project Boards

Sales Events Boards

Vibe Apps & Dashboards

CRM Workflow Utility Boards

These boards live in the CRM workspace's "CRM Workflows" folder and exist purely to host automations that route data between primary boards. They are not user-facing in day-to-day work.

The Monday infrastructure is two distinct subsystems that share users (sales directors) and one connecting column. Understanding the split is the foundation for everything else.

The bridge: Event/Source column

The two subsystems intersect at the per-rep Outreach boards. Each Outreach board has an Event/Source column (board_relation_mm1asdrb) that connects to Team Events List. This lets reps mine attendee lists for the conferences they're attending, then push qualified prospects into the lead funnel.

Monday organizes boards into workspaces. Knowing which workspace a board lives in matters for permissions, navigation, and asking "where is this thing?"

Each board in the lead funnel has a specific role. Items move between boards via Monday automations — they don't get duplicated.

Per-rep Outreach boards (Stage 0)

Each sales director has their own Outreach board. Cold prospects from event attendee lists live here while reps are still trying to make first contact. Items physically move off this board when they become real leads or get marked as No Connection — they don't duplicate.

Standard columns on every Outreach board

Status-driven routing on every Outreach board

Leads (5270617307)

The primary acquisition board. Every real lead lives here from first qualifying conversation through conversion to Deal.

Lead Stage values

Contacts (5270617302) and Accounts (5270617317)

Contacts holds person-level records. Accounts holds company-level records. Both are auto-created when a Lead reaches In Discovery via an automation on the Leads board (not via the Contact Creation - OSA / Account Creation - OSA workflow boards — those workflow boards exist for a different purpose despite the suggestive names; treat them as unrelated to the Contact/Account auto-creation).

Once created, all subsequent activity is logged against the Contact and Account records, not the original Lead. This is how the system maintains the "one Lead, many Deals" relationship — the Lead becomes a historical record after first conversion; Contacts and Accounts persist forever.

Activities (5270617328)

Native Monday board. The source of truth for every call/meeting activity record. Activities are NOT created directly on this board in day-to-day use — they're created via the Emails & Activities widget on Leads and Contacts records.

Key column IDs (used by the Leads Portal Vibe app's useActivities hook, mirrored in vibe-app-source/utils/config.js → ACTIVITY_COLUMNS): activity_status (Status), activity_type (Activity Type), activity_item (the "Lead / Contact" board_relation linking back to a Lead), activity_start_time (Start time). Note there is no reverse relation column on the Leads board pointing to Activities — so the Vibe app reads a lead's activities by filtering this board on activity_item server-side, not from the lead side.

Four activity types tracked

Activity Status values

Reporting only counts Scheduled, Completed, and Rescheduled — No Show and Cancelled are excluded so numbers reflect real work. Statuses are: Scheduled (auto-filled on creation) · Completed · Rescheduled (update the date too) · No Show · Cancelled.

Deals (5270617351)

The revenue board. One Deal per project — auto-created when a C&P Request is submitted on Design Status. Tracks deal value, win/loss, expected close, and post-close stages.

Critically: one Lead can spawn many Deals. When a returning customer starts a new project, you do NOT create a new Lead — you submit a new C&P Request linked to the existing Contact and Account, which creates a new Deal. The original Lead record stays untouched.

No Connections (18407788411)

Archive for prospects with no response after multiple outreach attempts. Items arrive here from per-rep Outreach boards when Status changes to No Connection. Kept for reporting; never deleted. Marketing may re-engage from here, in which case the No Connections → Leads Workflow (18407789311) automation board can route items back.

Design Status (5342150390)

The active design tracking board. Also hosts the C&P Request Form as a board view. Submitting the C&P Form creates a new item on this board, which in turn triggers Deal creation on the Deals board.

Three similarly-named columns, kept distinct: status_1 Design Stage is the workflow engine (drives the webhook + native automations); status Status is the day-to-day work state (Working on it, Dominated…); and color_mm01jrrw Design Status is a higher-level rollup (New Request → Request In Design → Request Delivered → Request Completed). The NDA status surfaced to designers is the mirror column lookup_mm4059zd (pulled from the associated Lead via board_relation_mm3rth1s). Deliberately left Lead-based (2026-06-11): the durable NDA record now lives on the Account (Accounts lookup_mm47whvb), but re-pointing this mirror through the Account would be a mirror-of-a-mirror, which Monday doesn't support. The Lead mirror covers all first-time business; for repeat business check the Account. NDA Status label "Dominated" = fully executed.

Concept & Proposal link columns

Two separate link columns track the decks pasted onto the Design item — don't conflate them. Concept (link) holds Concept-deck share links labeled Cv1, Cv2…; Proposal (link7) is its own dedicated column holding Proposal-deck links labeled Pv1, Pv2…. A deal that has both populates both columns. The board also carries a separate FX SOW link field — distinct from the Fulfillment Status item's Signed SOW file column (see Fulfillment Status below).

Design Stage values (status_1)

The complete value set on the workflow-engine column. Stage meanings below; the automations each stage fires are in the Design Status automations table further down.

Design Research (5341974735)

Where designers open research requests — venues, vendors, activities, quotes — so research runs in parallel without clogging the Design item. Lives in the Design workspace (3404966); item terminology "project." Each request is a top-level item; each thing to research is a subitem on the linked subitems board (5341974793). Functionally documented in the Design Workflow Guide §5; this is the technical reference.

Groups

• Active Concept Research Request (topics) — open requests tied to Concepts.
• Active Proposal Research Request (new_group) — open requests tied to priced Proposals.
• Closed Research Requests (group_title) — completed/parked requests.

Request (parent item) columns

Line (subitem) columns — board 5341974793

Fulfillment Status (5343204571)

The handoff board Production builds the project from. A native automation on Design Status creates an item here the moment Design Stage hits Fulfillment Kickoff (see the Design Status automations). Design then fills these columns so Production has the full package:

The events subsystem manages which sales directors attend which conferences. Powered by Team Events List and surfaced through the Sales Taskboard Vibe app.

Team Events List (5463185693)

Single source of truth for all sales events the team is attending or considering. Lives in the Team Events workspace. Powers the Sales Taskboard Vibe app's calendar view.

Groups (9 total)

Key columns

Event Expenses (18400471989)

Auto-populated board: a new Event Expenses item is created when an event's Attendance column changes to Approved. The item tracks per-event expenses (travel, hotel, registration, etc.).

Conference List 2026 (18399367921)

Reference list of conferences and trade shows for the calendar year. Source data for prospecting (used by the Imagine prospecting skill) and event planning. Update annually.

Travel Request Form 2.0 (18394194994)

Form board for travel approval. Submitted by reps after their conference attendance is approved on Team Events List.

How a record actually moves through the infrastructure, from cold outreach to signed deal. Two acquisition paths feed into one funnel.

The two entry paths

Stages on the Leads board

Stages from Working Leads through In Design are moved manually by the rep. The two terminal states (Clients and Lost Deal) are set automatically by the Design Stage webhook cascade (monday-design-sync) when the Design team sets Design Stage = Fulfillment Kickoff (Won) or Not Moving Forward (Lost). The Vibe app's Current Deals section is read-only and does not drive these transitions.

1. Working Leads — Rep is engaging the prospect.
2. Qualified Leads — Confirmed ICP fit and interest.
3. In Discovery — Discovery call scheduled or held. Automation triggers Contact + Account auto-creation here.
4. In Design — C&P Request submitted via the Form view on Design Status. Automation triggers Deal creation here. Last manual stage move.
5. Clients Auto — Deal Won. The webhook cascade moves the Lead here when Design sets Design Stage = Fulfillment Kickoff. Permanent state — once a Client, always a Client.
6. Lost Deal Auto — Deal Lost without converting. The webhook cascade moves the Lead here when Design sets Design Stage = Not Moving Forward AND the Lead was still In Design. Never demotes existing Clients.

Current Deals in the Vibe app (read-only display)

The Imagine Leads Portal Vibe app surfaces a Current Deals section inside every Lead detail dialog (for In Design, Clients, and Lost Deal stages). The section is read-only — it shows each linked Deal's name, stage badge, value, and close date. There are no action buttons; Won/Lost transitions are handled automatically by the Design Stage webhook cascade.

The Lead-Deal link that powers this section (board_relation_mm3pg71j on the Leads board) is established automatically: when the C&P form creates a new Design Status item, the create_item webhook fires and the function links the Lead to the new Deal within ~8 seconds. Reps do not need to do anything to make the Deal appear.

For Clients and Lost Deal leads, the Stage badge in the dialog header is non-clickable. A banner reinforces that further activity should happen on the linked Contact/Account, not on the Lead.

Implementation: hooks/useLeadDeals.js in the Imagine Leads Portal Vibe app. Uses the Deals board_relation column on the Leads board (board_relation_mm3pg71j) and its reflection Source Lead on the Deals board (board_relation_mm3prdv1) — added 2026-05-25 to give the hook a one-hop traversal from Lead to linked Deals.

What the Deals board adds

The Deal record carries the revenue picture forward: value, expected close, signed SOW, fulfillment kickoff, and ultimately win/loss. Subsequent projects for the same customer create new Deals but do NOT create new Leads — the Lead is a one-time conversion artifact. For Clients leads, future Won/Lost on those subsequent Deals only updates the Deal — the Lead stays in Clients (one Client, many Deals).

Lost / off-ramp paths

Two Vibe apps sit on top of the boards and provide the day-to-day rep interfaces. Knowing how they read and write to Monday is critical when maintaining them or onboarding new reps.

Sales Taskboard (app ID 10098771)

Runs against Team Events List (5463185693). Source code lives in events-vibe-app-source/. Underwent a substantial perf overhaul on 2026-05-28 (see "Perf architecture" callout below).

Key files

Source of truth pattern

Code reads only the Rep column as the authoritative assignment (via the getAssigneeName helper, which falls back to legacy eventAssignee for events that pre-date the migration). Code writes both columns on create and reassign — this preserves legacy automations and supports manual edits via Monday's native UI.

Imagine Leads Portal

Runs against the Leads board (5270617307). Source code lives in vibe-app-source/. Primary day-to-day interface for reps — kanban view of leads with the activity-logging widget integrated.

Key files

Tabs (as of 2026-05-28)

Mobile UX (Leads Portal)

The Imagine Leads Portal was given a substantial mobile-specific UI pass on 2026-05-26 and refined further on 2026-05-27 so it works as a daily-driver mobile tool for Sales Directors. Mobile reps want to glance, tap, and act — desktop reps want detail and density. The split:

Why both apps need their own copies of similar code

Vibe apps each have their own bundled source — there's no shared library across apps. When a pattern proves useful in one app (like the photo cache), it has to be ported by hand to the other.

The system depends on a layered set of automations spread across boards. This catalog is organized by board so you can audit what fires from where.

Team Events List (5463185693)

Per-rep Outreach boards

Leads board (5270617307)

Design Status (5342150390)

Design Research (5341974735)

Native Monday automations (owner MJ), in two clusters: a research-workflow set and the 7pace time-tracking sync. Triggers run off the subitem Research Stage and the Due Dates.

Slack notification workflows

Two utility workflow boards in the CRM Workflows folder handle Slack notifications:

• Signed SOW Slack Workflow (18399485852) — Posts to Slack when a SOW gets signed.
• Fulfillment Kickoff Slack (18398163775) — Posts to Slack when a fully-executed SOW project moves to fulfillment handoff.

Where leadership and reps see aggregated data. Each dashboard pulls from specific boards via widget filters that must be updated when new boards are added.

Sales Event Tracking Dashboard (37094055)

Management dashboard aggregating Outreach activity across all per-rep boards. When a new rep is onboarded, every widget filter must be updated to include their new Outreach board.

Sales CRM Dashboards (CRM workspace)

Three management dashboards built on the CRM boards (Deals, Leads, Activities, Outreach). Each is an overview in the CRM workspace. Widgets read live from the boards; counts that filter on the current month roll over automatically.

Events Dashboard (18394407658)

Custom-object board functioning as the events ops dashboard. Lives in the Team Events workspace.

Activities Dashboard

Aggregates activity logging across all reps. Each rep has a personal Activities view (Owner = their name, Group = Account Activities only, Start time ≥ today, sorted ascending) created during onboarding.

How people get into the system, how permissions flow, and what to remember when removing someone.

The Sales Group team — the umbrella access mechanism

Board access for sales directors flows through membership in the Sales Group team in Monday. The Sales Group team has Edit permissions on all CRM-relevant boards (Leads, Contacts, Accounts, Activities, No Connections, Team Events List, Design Status, Deals, Event Expenses, etc.). Adding a new rep to that team grants access to all of those boards at once.

The New Employee CRM Checklist

The full rep onboarding sequence lives on the New Employee CRM Checklist board (18413242438). It applies to new Sales Directors hired into the standard volume-sales role. It does NOT apply to Bill McCoy — Bill is the CEO and a special-case rep (full participation in Sales Events, but skips the Outreach pipeline; see the callout in Section 03). For any new rep, use Nick or James as the structural template, not Bill.

The checklist is organized into 8 phases:

1. Phase 1 — Outreach Board Setup (duplicate, rename, move to CRM workspace, assign owner, verify columns)
2. Phase 2 — Bidirectional Connect Boards
3. Phase 3 — Team Events List Updates (group creation, Event Assignee label, Rep-column automation, Vibe app config, profile photo, smoke test, Leads Vibe exclusion check)
4. Phase 4 — Dashboard Updates (widget filters on Sales Event Tracking Dashboard, personal Activities view)
5. Phase 5 — Automations Verification
6. Phase 6 — Permissions and Access (Sales Group team membership, individual subscriptions, monday seat license, Vibe app access)
7. Phase 7 — Training and Documentation
8. Phase 8 — General HR/Systems Onboarding

What changes in the Vibe apps when a rep is added

• Sales Taskboard — Add the new rep to utils/config.js in 5 places: REPS, GROUPS, REGIONAL_GROUPS, GROUP_MAP, ALL_REPS. Republish the app. Without this, the rep won't appear as a calendar swimlane or filter option.
• Imagine Leads Portal — Verify the rep is NOT in EXCLUDED_MEMBER_NAMES in hooks/useSalesReps.jsx. (That list is for inactive members — accidentally adding an active rep here will hide them from salesRep dropdowns.)
• Monday profile photo — Required for the rep's avatar to render in both Vibe apps. Without one, they show as a 2-letter initials circle.
• ADMIN_NAMES in config.js — Add only if the new rep should see all reps' data by default. Currently: Chris Mouch, Bill McCoy.

When removing a rep

• Remove from Sales Group team to revoke board access.
• Add their name to EXCLUDED_MEMBER_NAMES in the Leads Vibe app to hide them from salesRep dropdowns going forward. (Their historical assignments stay intact.)
• Decide whether to keep their per-rep Outreach board (for historical records) or archive it.
• Their group on Team Events List should stay — past events assigned to them shouldn't be re-routed.
• The 5 Rep-column automation on Team Events List for "when Rep = [their name]" can stay disabled (or deleted).

Common questions and rules to lock in.

Common questions

Things to remember

• One Lead, many Deals — Don't create a new Lead for a returning customer. Submit a new C&P Request linked to the existing Contact and Account. The original Lead is a one-time conversion record.
• Items move, they don't duplicate — Every cross-board automation moves the item. One record per prospect, physically located on whichever board reflects its current state.
• Rep column is source of truth for Team Events List — As of 2026-05-22. Event Assignee column is legacy/dual-written by the Vibe app for backward compatibility. Don't write to Event Assignee directly from new code.
• Vibe apps need code change + republish for new reps — The Sales Taskboard's utils/config.js hardcodes rep names and group IDs. New reps don't auto-appear; the config must be updated and the app republished.
• Sales Group team is the access mechanism — Grant board edit access by adding the rep to the Sales Group team in Monday, not by subscribing them to each board individually.
• Don't delete leads — Unqualified, Friend, and No Connection records all stay for reporting. Never delete; the funnel needs the history.
• "In Design" is the terminal manual Lead stage; Clients / Lost Deal are auto-set — The Design team sets Design Stage to Fulfillment Kickoff (Won) or Not Moving Forward (Lost); the webhook cascade moves the Lead automatically. Don't drag a Lead past In Design manually. Once in Clients or Lost Deal, the Vibe app locks the Stage badge to prevent backflow.
• "Customer is forever" — Once a Lead is in Clients, Lost on a subsequent Deal does NOT demote it. New opportunities from Clients (or Lost Deal) prospects are handled per Scenario B: submit C&P against the existing Contact/Account, never reopen the Lead.
• The two CRM workspaces are not interchangeable — CRM (3364925) holds the full funnel. CRM (7173631) is the default workspace but holds only Quotes & Invoices. Always confirm workspace ID when creating new CRM-related boards.

Related references

• Sales Workflow Guide for Sales Directors — rep-facing daily playbook; the combined guide (Part 1: Events & Conferences, Part 2: CRM & Lead Management), formerly the separate CRM and Event guides
• New Employee CRM Checklist — onboarding sequence

Maintained by Operations. Questions or corrections: ask Chris.