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The most important functions of a CRM

CRM functions to maximize revenue

Generic CRM functions won’t necessarily align with your business processes. You need CRM software that reflects your business.

Pipedrive’s powerful CRM tools are designed to fit your unique business needs.

From seamless integration to lead and team management, from security and data insights to workflow automation, Pipedrive provides a complete toolset of tailored CRM features and functions to drive your business to the next level.

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CRM Features

Fully customizable

Choose your ideal plan with the best CRM functions for your business, then customize your pipelines to match your processes

Act on your insights

Use customizable sales dashboards to identify trends and patterns that you can act on to increase your revenue

Capture and store leads

Store important CRM data with custom fields. Import leads into Pipedrive as leads or deals and prioritize your outreach efforts.

Seamless CRM integration

Sync your CRM with any of the 350+ top-quality apps available on Pipedrive’s Marketplace, so all your functions are on one platform

Secure data protection

Keep your contact and customer data protected with Pipedrive’s world-class security infrastructure, including a host of CRM privacy features

CRM automation features

Put manual and menial tasks on autopilot and avoid repetitive data entry with Pipedrive’s automatic CRM functions

Which CRM functions to look for

The best CRM software and CRM tools will enable you to:

  • Customize your CRM experience
    Use CRM features that reflect your business processes.

  • Maximize your outreach efforts
    Collect the right data and manage communication on one platform.

  • Automate your workflow
    Stay on top of your day-to-day workflow with automation features.

  • Visualize analytics data
    See all key data in easy-to-digest marketing and sales dashboards.

  • Align sales and marketing
    Integrate your sales and marketing apps into one tool to centralize your revenue team’s data.

  • Manage contacts easily
    Benefit from a comprehensive yet intuitive contact management tool.

Customize Your CRM Experience


Fully customizable CRM

When it comes to your CRM functionality, you need software that enables you to create custom pipelines and manage sales deals and your customer’s journey.

Easily customize your Pipedrive CRM and tailor your deal pipeline to your sales process with multiple customization options, including custom fields, forms, dashboards and sales funnel stages.


Actionable data insights

No salesperson can meet their goals without insights into their past performance.

Pipedrive pinpoints the next activities and deals, arranging them by likely close dates, so you can focus your efforts and hit your goals. With our sales forecasting feature, you can use your sales and marketing data to track revenue and accurately forecast future earnings.

Set individual and team goals, then use visual reports and real-time dashboards to track progress against key metrics, identify bottlenecks and improve revenue.


Capture and store leads straight to your CRM

When it comes to business, we all know time is money, so why waste your time chasing the wrong leads?

With powerful lead pre-qualifying features, Pipedrive helps you retrieve valuable information about your leads to improve your sales strategy.

Pipedrive’s LeadBooster add-on includes four powerful features to help you generate the best leads for your business, including Chatbot, Live Chat, Webforms and Prospector.

Using Pipedrive CRM’s custom fields functionality, you’ll be able to collect the data that matters most, import new contacts as leads or deals and ultimately prioritize your outreach efforts.


Seamless CRM integration

No team exists in a silo, so why should its tools? Empower your sales reps with a platform that integrates with all the tools at their disposal.

Pipedrive syncs with over 300 apps and add-ons (some of which have been developed by Pipedrive) to streamline your workflow. Browse through categories like accounting, video calls and email marketing, or search our library of popular and top-rated CRM integrations.


Secure data protection

Your cloud-based CRM should offer more than just the standard cloud-level security features to guarantee data protection.

Pipedrive’s security infrastructure offers user permission sets and visibility groups to limit what users can do, see and access. You can also enhance your login security from any device with two-factor email authentication or manage user access centrally through your single sign-on provider.

Manage all your company’s security details from one place with Pipedrive’s security center.


Powerful automation features

Selling takes up only a part of a salesperson’s working day. Plenty of other admin tasks, such as data entry, might drag focus away from what’s important.

Spend less time on mundane admin work with Pipedrive’s sales force automation functionality. Set up automated workflows that trigger actions to occur when deals reach certain stages, or automatically move deals forward to a new stage.

Automate your pipeline with Pipedrive

Integrate Pipedrive with other apps

Improve your CRM’s capabilities with 350+ integrations, add-ons and automation tools available in our Marketplace.


Create beautiful email campaigns, track engagement and follow up at the right time. Optimize your marketing strategy with Pipedrive’s Campaigns add-on.

Google Meet

Manage, schedule and launch video calls from your Pipedrive app to streamline communication with the Google Meet integration.


Discover thousands of ways to integrate Pipedrive with other tools and automate your manual tasks using the Zapier integration.

Facebook Messenger

Manage all your social media conversations on one platform thanks to the Pipedrive integration with Facebook Messenger.


Create customizable, embeddable surveys and web forms to better engage and understand your web visitors with the Jotform integration.


Transform your CRM software into a complete call center tool, so you can log important calls and data with Pipedrive’s integration with Aircall.

LeadBooster add-on

Get more leads with this powerful and easy-to-use lead generation toolset. In addition to Chatbot and Live Chat you can engage inbound leads with your Web Forms, or find outbound leads with Prospector. LeadBooster can be added to any Pipedrive CRM plan. This add-on includes:


Live Chat


Web Forms


Live Chat


Web Forms

Starting from


per company per month, billed annually
or $39 per company per month, billed monthly

7 ways Pipedrive provides the CRM functions you need

A CRM system’s performance doesn’t only depend on its functionality but also on how it empowers your business to function. Here are 7 ways Pipedrive aligns and enhances your processes:

How McKeon Group grew its annual revenue by 186% in four years

When McKeon Group realized it was losing out on bigger deals, sales and marketing director Paul McKenna turned to Pipedrive for a solution.

Paul uses the CRM platform’s intelligent customer relationship management software to automatically identify high-value potential customers and drive them through the conversion funnel.

“I waited until I had the first 12 months of Pipedrive data. In those 12 months, we had 207 wins across the business.”

Read the case study

McKeon Group Case Study

CRM Functions FAQs

Used by over 100,000 companies in 179 countries

In the forecast view, we look at what deals are due to close this month, next month just to make sure everyone is really honest about what they should be working on.

Carolyn PearsonFounder, Maiden Voyage

One of the favorite features within Pipedrive is the email integration. It pulls all of the clients details in, so that we don’t have to think about it.

Erin and DrewFounders, Pro Arts

As a business owner, my favorite feature in Pipedrive is the statistics and being able to look at the dashboard and use those metrics to help each individual on the team.

Lisa CoyleCEO, 360 Payments

Put Pipedrive to the test