Lead CRM pipeline
Reepli's pipeline tracks every contact, from the first WhatsApp message all the way to winning or losing the opportunity. Instead of the four vague categories you often see (lead / prospect / customer / inactive), Reepli relies on six clear stages that match the reality of an SMB sales cycle: qualification → quote → follow-up → close.
This pipeline is updated automatically by the AI assistant as WhatsApp conversations unfold, and of course remains adjustable by hand from the contact record or the Kanban view.
The 6 pipeline stages
Every contact sits in one of the following six stages:
| Stage | Business meaning |
|---|---|
| New | First message received, intent not yet qualified. Default stage when the record is created. |
| Qualified | The assistant (or you) has confirmed interest: need identified, rough budget, concrete contact made. |
| Quote sent | A priced proposal has been sent (amount, timeline, terms). |
| Followed up | The quote did not get a quick reply; at least one follow-up has been sent. |
| Won | The customer accepted: order placed, contract signed, appointment booked, or payment received. |
| Lost | Explicit refusal, chose a competitor, dropped off, or extended silence. |
Valid transitions
The pipeline is not a rigid staircase — a contact can skip ahead, move backward, or jump straight to Won or Lost at any time.
New ──▶ Qualified ──▶ Quote sent ──▶ Followed up ──▶ Won
│ │
└───────────────┴───────▶ Lost
Backward moves (for example, going from Quote sent back to Qualified because the need has changed) are allowed and recorded in the contact's history.
Automatic updates by the AI
The Reepli AI assistant detects conversational signals and triggers transitions without you having to step in.
| Signal detected in conversation | Transition applied |
|---|---|
| The contact expresses a specific need ("I'm looking for…", "how much for…") | New → Qualified |
| The assistant or you send a priced quote | Qualified → Quote sent |
| 48 h with no reply after the quote | Quote sent → Followed up |
| The contact confirms, pays, or books an appointment | → Won |
| Explicit refusal or extended silence after several follow-ups | → Lost |
The lead score (an integer from 0 to 100) tracks lead quality in parallel: the more strong intent signals the AI picks up (urgency, stated budget, specific questions), the higher the score climbs.
Every record also shows an AI-generated customer summary: a condensed paragraph that the assistant regenerates periodically from the latest messages, so you don't have to re-read the whole conversation before calling a customer back.
Viewing and managing the pipeline
Kanban view
- Open Contacts in the side menu, then switch to Kanban view.
- Six columns appear, one per stage, ordered left to right.
- The counter at the top of each column shows the number of contacts at that stage.
- Drag and drop a card to move a contact between stages — the change is saved immediately.
List view
The default view shows all contacts, sortable and filterable by stage, score, last activity, number of follow-ups sent to a dormant customer, and more.
Contact record
On a contact's record, the stage is editable directly via a dropdown at the top of the page. Any manual change appears in the History tab.
Changing the stage by hand
From the contact record
- Open the record from the list or from a conversation.
- Click the stage label in the top right.
- Select the new stage from the dropdown list.
- The change is saved and appears in the activity feed.
From the Kanban
Simply drag the card from one column to another. The stage updates instantly.
In bulk
From the List view, check several contacts then use the Bulk actions → Change status menu to apply the same stage to the whole batch.
Pipeline-related fields
The information that drives the CRM is as follows:
| Field | Role |
|---|---|
| Contact stage | The current stage (see table above) |
| Lead score (0–100) | Lead quality estimated by the AI |
| AI-generated customer summary | A conversational synthesis regenerated periodically |
| Date of the last customer message | Used to spot dormant contacts |
| Number of follow-ups sent to a dormant customer | Avoids endlessly chasing someone who no longer replies |
All of these fields serve as filter criteria in the list and when building a campaign's audience.
Best practices
- Trust the AI transitions, but correct them without hesitation — the AI may mark a contact as Qualified too early if the conversation is ambiguous. A daily glance at the Kanban's Qualified column is enough to fix false positives.
- Work the Quote sent column — it's the most profitable stage to act on: a quote sent without a follow-up is a potentially lost sale.
- Don't empty the Lost column — keep the history. A Lost contact can become New again six months later if they write back, and the history stays available.
- Watch the follow-up counter — beyond 2 or 3 unsuccessful AI follow-ups, move the contact to Lost rather than continuing to spend template messages.
Related articles
- CRM overview — General introduction to the Contacts module.
- Manage contacts — Day-to-day operations on records.
- Contact record fields — Details of the available fields.
- Import and export — Set an initial status at import.
For any question about the CRM pipeline, contact support via the chat at the bottom right of the app or by email at [email protected].