CRM > Leads / Lead pipeline

Lead pipeline


A Lead pipeline is a tool for tracking the leads from the first contact to qualification. You are always aware of the number of leads of each type, who is responsible for them, and tasks assigned to them.


On the pipeline’s page, leads are displayed using the Kanban board view. Each column represents a certain lead status. While the lead status changes, the item moves accordingly on the Kanban board.


By default, the lead processing has three stages. New leads are added to the New column, then it is moved to the Processing column. If the lead is ready to make a deal it is moved to the Qualified column. The lead who canceled the deal is added to the Unqualified column.  


If needed, you can configure the pipeline to process leads in the way that fits your company’s sales process: change the number of stages, freely edit their names, add activities that are performed when the lead’s status changes.


Add a new lead pipeline


The Leads app comes with one pre-defined pipeline where all new leads are added. For leads categorization, you can create custom pipelines.


To create a custom lead pipeline, click the + sign next to the name of the last pipeline. Enter a new pipeline name and configure the pipeline’s stages if necessary.


If you’ve added several pipelines, you can change their order. To do this, click the pencil icon next to the New page’s name. Then, rearrange the pipelines via drag-and-drop.


Set up lead stages

To set up lead stages, open the page of the corresponding pipeline and click the gear icon in the top right corner of the page. Select Pipeline settings.

начало внимание

Only the users included in the Administrators  group can configure, add, and remove pipelines.

конец внимание


On the page that opens, you can:


  • edit the name of the stages/statuses by clicking on them;
  • rearrange the stages using drag-and-drop;
  • delete the stage by clicking the recycle bin icon;
  • add the new stage by clicking the plus_sign  sign.



Please note that you cannot change or delete the New status. This status is present in all the lead pipelines. When a new lead is added it receives the New status.


Add activities to lead pipeline stages

On the pipeline settings page, you can configure activities that ELMA365 will automatically perform when the lead is moved from one stage to another. For setup, click the plus button button under the column name.


Available actions:


  • Start Business Process. This setting allows you to select a business process that starts when a lead is moved from one stage to another. For example, you can design a business process for managing leads, and ELMA365 will automatically launch it when the lead is moving from the New stage to Processing.


  • Send Email. This activity allows you to send emails. For example, you can use it to automatically send a commercial proposal to a potential client. This activity is configured in the same way as the E-mail notification activity. You can read more about its configuration in the E-mail notification article. If an error occurs while sending the notification, for example, if ELMA365  is unable to determine the recipient’s address, the employee who changed the lead’s status will receive a corresponding notification.


  • Webhook. By using this option you can automatically transfer data from ELMA365 to an external system. This activity is configured in the same way as the Webhook activity. You can read more about its configuration in the  Webhook article. If the external system returns an error when sending the request, the employee who changed the lead’s status will receive a corresponding notification.


  • SMS – this activity is used to notify customers and employees about any events via SMS. For example, you can configure an automatic notification about actual marketing activities performed by your company. Before configuring this activity, you should enable and set up the appropriate ELMA365 module. Read more about this in the Send message article.  If an error occurs while sending the message, for example, if ELMA365 is unable to access an external service, the employee who changed the lead’s status will receive a corresponding notification.


  • Change values – this setting allows you to automatically change any field value on the lead page when changing the stages of the pipeline. Suppose a lead has got a Commercial proposal sent attribute. It can have two values: Yes or NoBy using the Change values action, you can automatically set the desired value for the attribute when the lead moves to the next stage. To configure this action, in the left column, select the field that you want to change. In the right column, specify the value to be assigned to this field.

You can select several actions. In that case, the system will perform them in the order they were added.


Final stages of a lead pipeline


By default, each lead pipeline has two final stages: Qualified and Unqualified. They cannot be deleted.


The Qualified stage has an associated business process of lead qualification.


When the lead has reached this stage, the employee who changed the lead’s status receives the Request qualification data task. The employee can either create a new deal and a new company or create only a company if the deal is postponed. Read more about lead qualification in the Lead Status article.


If a potential client canceled the deal, the employee can change the lead status to Unqualified. By default, the reasons why the deal was lost are not specified in the pipeline.


However, you can add such reasons by clicking +Add predefined lost reasons in the final stage column settings. After that, you’ll be able to select the lead lost reason from the list when changing the lead status.


You can also hide or show columns with final statuses on the lead’s pipeline page. For example, leads with the Unqualified status are hidden by default. To show them, click the view_iconsign next to the stage name.


Delete a lead pipeline

To delete a lead pipeline, click the pensil icon next to the New page’s name. The recycle bin sign will appear next to each pipeline’s name. Click this sign to confirm the deletion.

начало внимание

If a pipeline contains leads it cannot be deleted.

конец внимание



To delete a pipeline, you need first to move the leads to another pipeline. To do this, open the lead’s page, select the pipeline widget on the side panel and click Change. To move the lead, select the pipeline from the drop-down list.



Alternatively, you can use a mass action on the All page to move leads to another pipeline. Select the leads whose status you want to change and click Change status. Read more about changing lead status using bulk action in the All Leads article.


Once all the leads are removed from the pipeline, it can be deleted.


Configure pipeline visibility

You can restrict the visibility of certain pipelines for some groups of users. For example, if your company has several sales teams you can define visibility settings for each of them. In doing so, each sales team will only see pipelines that they need for their work.


To configure visibility settings:

  1. Click the pencil icon next to the New page’s name.
  2. Click the gear icon next to the pipeline’s name.
  3. Specify the groups of users who will be allowed to access the pipeline.


Read more about pipeline visibility in the Access to deals and pipelines article.

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