Under the “Deals” in ActiveCampaign you will find the expanded ability to use the CRM system in the program. This feature is only available if you are using Small Business and Enterprise. With this CRM system it is possible to automate and manage sales processes. Not only sales processes but also other business processes can be managed with this system, both internally and externally. This manual focuses exclusively on the use of CRM as a sales tool for your company.

“Pipelines”, “Internships” and “Deals”

The CRM section of ActiveCampaign is divided into 3 parts. These are “Pipelines”, “Stages” and “Deals”. We will explain what these sections are and what features you can use from them.


In ActiveCampaign, “Deals” are that part of CRM that is used to contacts persuading buying products. “Deals” here are the contacts who have gone from inactive to active and are in the pipeline (“Pipeline”), so to speak, to become customers. Here it must be clearly defined on the basis of which criteria a “Deal” can be generated.

Using this component in ActiveCampaign is therefore the most effective way to select and qualify contacts for offers. Often, contacts are seen as potential customers by awarding points based on certain actions performed by the contact. There are multiple ways to get customers. In ActiveCampaign, you can qualify contacts in the “Segment Builder” as potential customers in several ways.Once a “Deal” is created, the contact is assigned to an internal employee who can monitor the progress of the “Deal”.


The “Pipelines” or pipelines are the business processes within your company. These are mainly the business processes that have to do with the sales and marketing of products or services within the company. For example, a sales pipeline has buttons that say, “Sign up” or “Buy product”. These functions represent the start of a complete process in which a contact goes from inactive to active and becomes a potential customer. Here it is possible to have several “Pipelines” side by side, as many as you want. By using different “Pipelines” you increase the chances of bringing in new customers.


A “Pipeline” is made up of “Stages” or stages. If the pipelines within the company are processes, then these stages are the steps that must be completed in order to complete the processes. In most cases, this ultimately involves closing a deal through sales. Examples of “Stages” are: “Need To Contact”, “Currently In Contact” and “Send Proposal” as shown in the image below. If you click on the function “Add Internship” in the upper left corner, you will have the option to create an “Internship”.

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Switching between pipelines

You can switch between different “Pipelines”, search for “Pipelines” and add new “Pipelines” by using the “Pipelines” button in the upper left corner of the CRM. When you create a “Pipeline” you give it a name and choose the type of currency to be associated with it. You then also determine whether or not “Deals” should be added to the “Pipeline”.

These can also be automatically assigned through employees using the system internally or automatically assigned to a particular team of employees. It is also possible to disable this automatic assignment. When creating a “Deal”, it is possible to select which user is responsible for the respective “Deal”. One can also choose the function “Auto”, where the “Deal” is automatically assigned to a user.

Potential customers

So in summary, “Deals” are your company’s potential customers. In ActiveCampaign’s CRM, you can easily see in which “Stage” of the “Pipeline” the “Deal” is located. Similarly, it is also possible to filter through the list and view the status of “Deals”. An “Open Deal” is a “Deal” that is active. “Won Deals” have ended up at the end of the pipeline and completed through, for example, a sale. “Lost Deals” in turn, are the potential customers who did not continue in the process but have been in the pipeline.

Create and display “Deals”

As the user of ActiveCampaign, you or another user determine the criteria that contacts must meet in order to allow them into a particular stage of the pipeline. Once a contact meets these criteria, a “Deal” is created to provide customer acquisition opportunities. It is possible to create “Deals” manually or to have this done automatically. In the latter case, you only have one time work to create the conditions for the “Deals”.

Manually creating deals

To manually create a “Deal” in ActiveCampaign, go to the “Deals” tab at the top of the screen. You have now landed in the CRM system and then click on the green button with “+ New Deal” in the top right corner. A screen will open with “Add Deal”. You now only need to fill in the requested information needed to create the “Deal”. Once you have done this you can click on the green button with “Add Deal” in the screen.

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Display Deals

Just below the icon with “+ New Deal” are two buttons that control the display in the CRM. If you click on the icon on the right, the “Pipelines” and their “Stages” are arranged horizontally. in this view, it is also possible to manually create a “Deal” by using the “+ Add Deal” button below the “Stages”. These “Deals” are then stacked vertically below the “Stage” to which they are added.

With the icon to the left under “+ New Deal” toggle the CRM to the “Tasks View”. In this view, the “Deals” are arranged vertically and grouped according to the tasks associated with them. This view can be seen as a task list that needs to be finished while the first view is more of a overview provides an overview of the entire contents of a “Pipeline”.

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Linking tasks

The “Tasks View” can be further customized by choosing to use the “Group By” option in the drop down menu to sort by the “Next Action” or by “Stage”. Grouping by “Stage” will visualize which tasks are still open by stage. If grouped correctly, only the “Deals” that still have tasks attached to them that are not completed will be visible. If a “Task” has expired, these will be displayed separately. “Deals” without “Tasks” are also shown grouped.

Whether you are using grouping by “Next Action” or by “Stage”, in both cases it is possible to add “Deals” in the “Tasks View”. This can be done by using on the + sign at the far right of a group. If the “Pipelines” and “Stages” are displayed horizontally, you can use the drag-and-drop capabilities easily change the order of the “Internships” and move “Deals”.

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You can choose what information is shown per “Deal” in a “Internship”. This can be done by clicking on the image of the cogwheel at a certain “Stage”. In the screen that now opens you will see the option “Card Appereance” at the bottom. If you click on it you can choose which information you want to be shown and in which corner of the “Deal” this data should be shown.

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Automatically create a “Deal”

To automatically create a “Deal” click on the “tab Automations”. You now land in the “Automations Builder” screen. In the example shown below, the criterion for being added to an automation is a contact’s point score that is above 80. If a contact meets this criterion, that is, if there are 80 points or more associated with the contact, then the “Automation” into work.

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If the “Automation” is linked to one of the sales lines then you want to be able to create “Deals” for the contacts that meet the criteria. Then the contacts can be managed and controlled in ActiveCampaign’s CRM.

By adding a “Deal” to the “Automation”, ActiveCampaign is directed to automatically create “Deals” for each contact added to the “Automation”. This can save a lot of time and effort. There are two ways to add “Deals” to “Automations”.

1.“Deals” add to “Automations” can be done by clicking on the plus sign in the “Automation” at the location where you want to add the “Deal”. Once you do this, a screen will appear with “Add New Action”. Click on “CRM” and then on “Add Deal” to create the “Deal”.

You can then name it, assign a value, determine in which “Pipeline” the “Deal” should go, which “Stage” and to which user it should be assigned.

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By adding personal labels, the “Automation” is configured to not only create “Deals” for each contact, but also to assign personal names to these “Deals”. For example, each contact that meets the appropriate criteria gets added to a sales line and gets a “Deal” with a unique name. Then click “Save” to complete this operation.

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Add deals to Automations

2. Another way to add “Deals” to “Automations” is to click on the CRM button on the side in the menu. This will bring up a list of options. Click on the “Add Deal” option, hold it, and then drag this button to a bus sign in the “Automation”. If you repeat this action, you will see the “Add Deal” screen, where you can add the information required yourself.

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Using deals in ActiveCampaign

The advantages of the CRM in ActiveCampaign for the sales process are:

  • Completely automating the sales process
  • Being able to accurately track project revenues
  • Be able to monitor strong and weak phases in the sales lines
  • Be able to identify“Deals” that have been brought in
  • Monitor which “Deals” are being monitored by certain users and who is responsible for them

To help with this and get even more out of ActiveCampaign’s CRM, below you’ll find a list of the best ways to work. Use this as a thread in the process.

Practical tips for using the CRM in ActiveCampaign

  • Automatize deal creation
    • It is recommended to automate “Deals”
    • This is an easy way to track every contact that enters the sales process
    • Manually creating “Deals” works best on a very small scale
  • Assign values to deals
    • By assigning values to a “Deal” you can visualize and predict its revenue
    • Values must correspond to an actual product price
    • You can see what the most valuable “Deals” are and where they are in the sales process. You can then respond to this in a useful way.
  • Bringing in “Deals”
    • This is easiest when using multiple “Pipelines”
    • If one contact is in two of the “Pipelines”, make sure the contact gets a unique offer
    • Bringing in a “Deal” based on a contact’s behavior helps predict which “Deal” is likely to be brought in

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  • Filter from “Deals” for a good overview
      • You can filter “Deals” by status (“Open”, “Won” and “Lost”)
      • Filtering can be done on labels added to a contact and on users who manage the contacts


    • With the “Advanced” option in the CRM it is possible to use advanced filters such as: “Deals” that were created between two dates, “Deals” do updated between two dates, “Deals” with multiple values, “Deals” with uncompleted tasks or next actions, “Deals” that contain certain keywords or phrases and “Deals” that have a certain score


    • This is not necessary because “Deals” do not change stages when they are won or lost
    • By filtering “Deals” by status, it quickly becomes clear at which stage an “Deal” is won or notDo not create “Won” and “Lost” stages

In our knowledge base about ActiveCampaign, you’ll find dozens of relevant articles that will help you work faster and better with ActiveCampaign. For example, learn more about:


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