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CRM in Business App overview

What is the CRM in Business App?​

The CRM in Business App gives your clients a central place to manage customer relationships. It brings together contacts, opportunities, and sales pipelines so teams can track leads, move deals through stages, and keep customer data in one place. The CRM integrates with Conversations, forms, and other Business App products so that new leads and interactions flow into the same system.

Opportunities pipeline view

Why is the CRM important?​

The CRM helps your clients turn leads into closed deals by organizing people, companies, and opportunities in one view. With pipelines, tasks, and forms, they can capture leads from the web, assign follow-ups, and see exactly where each deal stands. For multi-location businesses, corporate teams can manage contacts and tasks across all locations from a single view, improving response times and consistency.

What's included with the CRM​

Key features​

  • Contacts – Store and manage people (name, email, phone, tags); search, filter, and import via CSV; sync from Conversations, Customer Voice, Website forms, and Constant Contact
  • Opportunities – Track potential sales with profiles, list view, and pipeline view; create and edit opportunities; move deals through stages
  • Sales pipeline – Define stages that match your sales process; set close probability per stage; create multiple pipelines for different products or teams
  • Forms – Build forms and embed them on websites or landing pages; submissions create a contact and a conversation for follow-up and automations
  • Tasks – Track follow-ups and sales activities; in multi-location setups, view and complete tasks across all locations in one place
  • Custom objects – Create custom modules to track industry-specific data (equipment, properties, vehicles) alongside standard CRM records (requires CRM AI Standard or Pro)
  • Booking links – Show a meeting-scheduling link on the Business App contact card so clients can book time with a salesperson

AI-powered features​

With a CRM AI subscription, the Business App CRM includes:

  • AI Sales Assistant – Automatically update CRM records from sales conversations and chat with CRM data using natural language
  • Conversation intelligence – Record and transcribe meetings with AI-generated summaries, action items, and conversation scoring (CRM AI Pro)
  • Sales coaching – AI-driven coaching insights on every call with support for BANT, MEDDPICC, and SANDLER frameworks (CRM AI Pro)

Features and guides​

Quick setup steps​

Getting value from the CRM typically involves a few configuration steps:

1. Set up a sales pipeline​

2. Create or import contacts​

  • Navigate to Business App → CRM → Contacts
  • Create contacts manually or upload a CSV (up to 5MB) to import in bulk
  • Contacts can also be created automatically when forms are submitted or when new conversations start

3. Add a form to capture leads​

  • Go to Business App → CRM → Contacts → Forms
  • Create a form, add fields, then use the embed code on a website or landing page
  • Submissions create a contact and a conversation; use automations to send replies or add contacts to campaigns
  • In Partner Center → Administration → My Team, edit the salesperson and add a Book a meeting link
  • Assign the salesperson to the account so the link appears on their contact card in Business App
  • See Add a booking link to the contact card for full steps
Quick win

Start with a simple pipeline and one form. Once leads are flowing into the CRM, add tasks and automations to keep follow-ups on track.

Frequently asked questions​

How are Contacts different from Business App users?

Contacts are people (e.g. customers, leads) stored in the CRM; they do not have access to the platform. Users are people who can log in to Business App and use products. When an account is created via Partner Center, a user is created with a corresponding contact; in other cases, contacts and users are separate. Changing a contact’s email disassociates them from any linked user.

Where do contacts in the CRM come from?

Contacts can be added manually, imported via CSV, or created automatically when data syncs from other products—for example, when a message is sent or received in Conversations, a form is submitted on the website, or a contact is created in Customer Voice or Constant Contact.

How do I set up a sales pipeline?

Go to Business App → CRM → Opportunities and click Set up a pipeline. You can add stages, set close probability for each stage, and create multiple pipelines. The Closed Won and Closed Lost stages are required and cannot be removed. See Creating and Customizing Your Sales Pipeline for full details.

What happens when someone submits a form?

When a form is submitted, it creates a contact in the CRM and a conversation in Conversations. From there, you can use automations to send an automatic reply, add the contact to an email or SMS campaign, create a task, or trigger other actions.

How does the multi-location task view work?

Corporate teams managing multiple locations can open the Multi-location Business App and go to CRM → Tasks to see all tasks assigned to them across locations in one view. This allows them to work through follow-ups (e.g. web chat leads, NPS detractors) without switching between accounts. Automations can create tasks when events occur (e.g. new detractor); reps then start and complete tasks from this central list.

Can I add a meeting booking link to the contact card?

Yes. In Partner Center, go to Administration → My Team, edit the salesperson, and enter a URL in Book a meeting link. Assign that salesperson to the account. The link then appears on their contact card in Business App so clients can schedule time with them. See Add a booking link to the contact card for step-by-step setup.