Core Concepts

Understanding the building blocks of Expedify CRM & Marketing Automation.

Platform Architecture

Expedify is built around five core modules:

┌─────────────────────────────────────────────────────────────┐
│                        EXPEDIFY                              │
├─────────────────────────────────────────────────────────────┤
│                                                              │
│  ┌─────────┐  ┌─────────┐  ┌─────────┐  ┌─────────────────┐ │
│  │   CRM   │  │Workflows│  │Marketing│  │    Analytics    │ │
│  │         │  │         │  │         │  │                 │ │
│  │Contacts │  │ Nodes   │  │Campaigns│  │   Dashboards    │ │
│  │Companies│  │Triggers │  │Templates│  │     Charts      │ │
│  │ Deals   │  │Execution│  │ Segments│  │    Queries      │ │
│  │ Tasks   │  │         │  │         │  │                 │ │
│  └─────────┘  └─────────┘  └─────────┘  └─────────────────┘ │
│                                                              │
│  ┌─────────────────────────────────────────────────────────┐ │
│  │                    Agentic AI                            │ │
│  │         Orchestrator • Skills • Natural Language        │ │
│  └─────────────────────────────────────────────────────────┘ │
│                                                              │
└─────────────────────────────────────────────────────────────┘

CRM

The Customer Relationship Management module manages your customer data.

Contacts

People you interact with - leads, customers, partners.

Companies

Organizations that contacts belong to.

Deals

Sales opportunities with stages and values.

Tasks

Action items associated with contacts, deals, or companies.

Workflows

Visual automation builder with 100+ node types.

Triggers

Events that start a workflow:

• Click Trigger: Button click in the UI
• Database Trigger: CRM data changes
• Webhook Trigger: External API call
• Scheduler Trigger: Time-based execution

Nodes

Building blocks of workflows:

• AI Nodes: LLM, Knowledge Base Search
• CRM Nodes: Create, Update, Query
• Channel: Email, SMS, WhatsApp
• Logic: Conditions, Loops, Delays

Executions

Real-time monitoring of workflow runs with logs and debugging.

Marketing

Multi-channel campaign management.

Campaigns

Email, SMS, WhatsApp, and Voice campaigns.

Templates

Reusable message templates.

Segments

Audience groups based on filters.

Analytics

Custom dashboards and reporting.

Dashboards

Drag-and-drop dashboard builder.

Charts

Multiple chart types (line, bar, pie, etc.).

Queries

SQL-like query builder for custom data analysis.

Agentic AI

AI-powered assistant with skill-based execution.

Orchestrator

Natural language interface to control the platform.

Skills

Pre-built capabilities:

• CRM queries
• Workflow execution
• Knowledge base search
• Data analysis

Key Terms

Term	Definition
Entity	A data type (Contact, Company, Deal, Task)
Workflow	A visual automation with nodes and connections
Trigger	An event that starts a workflow
Node	A single step in a workflow
Execution	One run of a workflow
Segment	A dynamic group of contacts
Campaign	A marketing message sent to contacts

Next Steps

• First Workflow - Build your first automation
• CRM Overview - Deep dive into CRM
• Workflow Builder - Master the workflow editor