Tired of guessing which deals deserve your attention? With custom scoring in Pipedrive, you can prioritize the opportunities most likely to close, based on rules you define.
No more manual workarounds – just a clear, data-backed way to keep your pipeline moving. Custom scoring is available on Premium and Ultimate plans.
Key takeaways for custom scoring
With custom scoring, you can define the rules that highlight high-potential opportunities, so your team spends less time guessing and more time closing.
Scores update automatically as deal data changes, giving you a clear, always-fresh view of your pipeline without manual effort.
Custom scoring works alongside the Pulse toolkit to give you a complete system for smarter prospecting and deal management.
Start your 14-day free trial and experience how custom scoring helps you close more deals, faster.
What is CRM scoring in Pipedrive?
Custom CRM scoring is a built-in feature that helps sales teams evaluate the likelihood of closing deals.
Instead of spreading your time thin across every opportunity, you can assign points to the factors that matter most to your business, such as deal size, stage, activity history or engagement. The higher the score, the stronger the deal.
When your pipeline is full, it’s easy to get distracted by volume instead of value. Without a clear way to prioritize, salespeople often waste hours chasing deals that won’t convert, while high-potential opportunities slip through the cracks.
Scoring helps solve this problem by turning your CRM into a smarter decision-making tool.
With custom scoring in Pipedrive, you can:
Spot best-fit deals instantly. No more relying on gut feeling. Scores surface the opportunities that meet your ideal customer profile, so you can zero in on deals that are most likely to close.
Stay productive and focused. Instead of spreading your attention across every deal, you can cut through the noise and dedicate your time to the opportunities that truly matter. That means fewer dead ends and a more streamlined sales cycle.
Boost win rates and revenue. By consistently prioritizing the right deals, you reduce wasted effort and increase the likelihood of hitting your targets. Over time, this creates a more predictable and scalable sales process.
Keep your pipeline lean and healthy. Scoring doesn’t just help with individual deals – it also helps teams manage the big picture. By filtering out low-potential deals early, your pipeline stays clean, clear and focused on opportunities that move.
Scoring turns your CRM from a passive database into an active guide that shows you where to spend your time for maximum impact.
How does Pipedrive’s scoring work?
Scores are fully customizable to your sales process. You can:
Define criteria (positive or negative) that reflect your business.
Combine conditions using AND/OR logic to mirror real-life sales scenarios.
Preview scores instantly to see how each rule impacts deal priority.
Once activated, scores update automatically as deal data changes – giving you an always-fresh view of your pipeline.
How to start using Scores
Getting started is simple:
Head to Pulse > Scores
Create a new score for your pipeline
Set up criteria, test it on a sample deal and activate
From there, your team can view scores in deal lists and detail views – with full transparency on how each score was calculated.
Scoring as part of the Pulse toolkit
Scoring is part of Pipedrive’s Pulse toolkit, a set of features designed to help you focus on the right opportunities and work more efficiently. Together, these tools give you a smarter way to prospect, qualify and close deals.
The Pulse toolkit includes:
Feed – a real-time workspace where you can manage all your deal-related tasks in one place
Data enrichment – instantly complete missing company and contact details, making it easier to qualify leads and move them forward
Custom Scoring – rank deals based on the criteria that matter most for your business
Sequences – keep follow-ups consistent and timely without added complexity
Unlock efficiency and close more deals
With custom scoring in Pipedrive, you don’t just manage your pipeline – you optimize it.
By focusing on the right deals at the right time, your team can shorten sales cycles, boost revenue and eliminate guesswork from decision-making.
Want to go deeper? Visit our Knowledge Base to learn more about setting up and using custom scoring in Pipedrive
