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Understanding and Creating Customers

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Joss Rodriguez
Updated 1 day ago
Winning a deal is just the start of a great business relationship. With Pipeline CRM’s Customer Management features (available on Develop and Grow plans), you can easily convert companies into customers and unlock powerful tools to track contacts, monitor relationship health, and manage key milestones—all in a few clicks. This guide walks you through each step, so you can focus on what matters: keeping your customers happy.

Company vs. Customer: What’s the Difference?

  • Company:
    A company record in Pipeline CRM represents any business or organization you’re tracking—whether you’re just starting a conversation or have an ongoing relationship. Companies may or may not have closed deals with you yet.
  • Customer:
    A customer is a company that has successfully closed a deal with you. Converting a company into a customer unlocks additional features, like tracking the health of your relationship, managing key contacts, and setting business milestones. In short, all customers are companies, but not all companies are customers.

Why convert?
Converting unlocks customer-specific features, such as tracking business health and setting important milestones.

For more information on how to manage customers, click here.

Converting a Company to a Customer

Ready to convert a company record? Here’s how to convert it into a customer:
  1. Go to the company profile page of the record you want to convert.
  2. Click the “Actions” button in the upper right corner.
  3. Select “Convert to Customer” from the dropdown menu.

Bulk Conversion: Turn Multiple Companies into Customers
If you have several companies that are already regular clients, save time by converting them in bulk:
  1. Navigate to the Companies tab in the main menu.
  2. Check the boxes next to each company you want to convert.
  3. As soon as you select a record, a “Convert to customer” bulk action button will appear.
  4. Click “Convert to customer”.
  5. A confirmation window will display the number of records that will be converted. Already-converted customers will be skipped.
  6. Click “Convert” to start the process.
    • You’ll see a notification confirming the conversion in the bottom left corner.

Pro Tip:
  • Filter companies by the “Has Deals” column to quickly find those with previous wins.
  • On the Grow plan, use the “Won Deals” column for more specific filtering.

Adding a New Customer Directly

Skip the extra steps—add a new customer in one go:
  1. Click the “+” icon in the top navigation.
  2. Select “Company” from the dropdown.
  3. In the modal, click the “Customer” button to specify the new record as a customer.
  4. Fill in the required fields and click “Save”.
  5. A notification will confirm the addition.


Reverting a Customer to a Company

Need to switch a customer back to a company record? It’s simple:

From the Customer Profile Page

  1. Go to the customer profile.
  2. Click the Actions button.
  3. Select “Revert Customer” from the dropdown.
  4. Pipeline will process and refresh the page—your customer is now a company.
    • Note: Milestones, key contacts, and health status details will not be saved.

From the Companies List View

  1. Go to the Companies tab.
  2. Check the boxes next to the records you want to revert.
  3. Open the More bulk action menu and select “Revert Customer”.
  4. Confirm the number of records and review what information will be deleted.
  5. Click “Revert” to complete the process.
    • A notification will appear confirming the update.
Key Takeaways
  • Convert companies to customers to unlock advanced relationship management features.
  • Use bulk actions and filters to save time and keep your records organized.
  • Add new customers directly for a streamlined workflow.
  • Revert customers if business relationships change—just be aware of what information will be lost.
If you have any questions or need additional assistance, reach out to our support team at [email protected]. 
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