SoftWiz • monday.com • CallMarker • CRM
monday.com as a CRM or a telephony system for your call centre: choosing by how you actually sell
When a business chooses a CRM, it usually compares feature lists. That is an excellent way to choose the wrong system, especially now that both monday.com and CallMarker can place calls and run AI agents. The questions that actually decide it are simpler: where do your sales happen, and at what pace?
The rule: choose by channel and pace, not by features
- Sales happen on a floor, dialling continuously through the day? You need a system built around calls
- Sales happen over WhatsApp, email, a web form, or one call at a time? You need a system built around processes
- Both? Connect the two
A common mistake in choosing a CRM is picking a good system for the wrong channel.
When sales happen on a phone floor
A floor whose leads are handled in conversation first needs to save the time between calls. A rep who dials by hand spends most of the day on ringing, voicemail and deliberating over the list, not on conversations.
This is where a system like CallMarker comes in: a smart dialer that calls several leads in parallel and connects the rep only to answered calls, recording and analysis of every call, AI voice agents, and a call-centre CRM, all in one system. We go into this in the article on automatic dialers for sales teams.
At what size does it pay? CallMarker itself says the system’s real value starts at three or more salespeople whose daily work is mainly phone calls with prospects. As for equipment, a computer, a headset and an internet connection are enough.
What will not work: running a floor like that from a monday.com board, calling one lead at a time from a phone. The calls will be logged nicely, but the time between them stays exactly as it was, and that is where the time goes.
When sales happen over WhatsApp, email, a form or a single call
A business whose leads arrive in writing and are handled in writing, or whose reps call one lead at a time, does not need a dialer. It needs order: where the lead came from, who is handling it, what the next step is, and what happens when it stalls.
This is where monday.com is particularly strong: a pipeline matched to your sales process, tasks and reminders for reps, lead forms from your website straight into the system, and automations that save the double typing. monday CRM also lets you make and take calls from your phone, with the call recorded, transcribed and summarised automatically on the lead’s record, so a single call never leaves the system.
What will not work: buying an advanced telephony system for a business whose sales all run on WhatsApp. It will sit unused, and we would rather say so up front.
And AI agents?
Both systems offer agents today, but they approach them differently.
monday CRM has pre-built agents that work inside the CRM: one that sources and scores new leads, one that prepares a brief before a meeting, one that monitors the pipeline, and a Calling Agent that calls new leads, asks the qualifying questions and books meetings into reps’ calendars. monday puts the emphasis on control: human approval before each action, a log of everything each agent does, and an off switch per agent. As of September 2026 it marks the agents as Early Access.
In CallMarker the AI is built into the floor itself: it prioritises leads, analyses calls, and runs voice agents that answer inbound calls and revive cold data at a scale no human team would reach.
Either way, before relying on a voice agent in Hebrew, test it on your own calls. We go into that in the article on AI voice agents in Hebrew.
When it is both
Many mid-sized businesses are here: leads arrive from several channels, part of the sale happens through continuous dialling, and everything after it, from the quote to service, is managed as a process.
The answer is not to choose but to connect. CallMarker for the floor, monday.com for the process, and a connection between them, through an API, Zapier or Make, that logs every call and message directly on the lead’s record in monday.com. That is a standard part of implementation, not a separate project.
A quick comparison
| monday.com | CallMarker | Both, connected | |
|---|---|---|---|
| Main sales channel | WhatsApp, email, forms, single calls | Continuous dialling on a floor | Several channels |
| Call pace | One call at a time, from the phone | Several leads dialled in parallel | Dialling on the floor, logging on boards |
| Main strength | Flexibility, processes and automation | Time between calls, and AI on the call | One picture of every lead |
| AI agents | Pre-built agents inside the CRM, including a Calling Agent (Early Access) | Lead prioritisation, call analysis and voice agents on the floor | Each system’s agents, on the same lead |
| Typical implementation time | One to two weeks for one clear process | A few days without integrations | Depends on scope, set at scoping |
Two mistakes worth knowing
Choosing on licence price alone. The licence is the small part. What decides whether the system works is the scoping, the implementation and the training. A cheap system nobody uses is the most expensive spend of all.
Implementing everything in one go. Start with the process that hurts most, make sure the team actually works with it, and only then extend. The implementation that tries to cover everything on day one is the one abandoned in month two.
How to decide in practice
In a scoping session, which is free, we go through your channels, your pace and your process, and say plainly what fits: monday.com, CallMarker, both, or neither for now. Want to go deeper first? We also have a guide on choosing a CRM and smart dialer for a sales floor.
Frequently asked questions
Can monday.com be used as a CRM?
Yes. monday CRM handles the whole customer lifecycle: a pipeline matched to your sales process, tasks for reps, a record of every touchpoint, and automations. You can also make and take calls from it on your phone, and the call is recorded, transcribed and summarised on the record. It suits businesses that sell over WhatsApp, email or web forms particularly well, and teams that call one lead at a time.
What is the difference between monday.com and a call centre system like CallMarker?
The difference is pace. In monday CRM a rep calls one lead at a time, and the call is logged on the record. CallMarker is built for a floor: a smart dialer that calls several leads in parallel and connects the rep only to an answered call, alongside a call-centre CRM, call analysis and AI voice agents. The first is built around boards and processes, the second around the phone.
Does monday.com have a voice agent?
Yes. monday CRM has a Calling Agent, an AI agent that calls new leads, asks the qualifying questions and books meetings into reps’ calendars. As of September 2026 monday marks its agents as Early Access, and Hebrew quality is worth testing on your own calls before relying on it.
Can CallMarker be connected to monday.com?
Yes, and it is a standard part of implementation. CallMarker connects to external CRMs through its API, Zapier or Make, and every call and message is logged directly on the lead or customer record in monday.com, so the floor works on the phone and the process is managed in one place.
Is an all-in-one system better than separate tools?
It depends on the channel and the size. A floor that sells by phone and wants to be working tomorrow morning gains from one system that holds the dialer, the CRM and AI together. A business with several departments and processes beyond sales gains more from separate tools connected to each other, because each goes deeper in its own area.
Sources
Information about third-party systems was checked against their official websites in September 2026 and may change:
