Starting today, you’ll be able to capture the data that matters most to your business, use it in automations, and manage it in ActiveCampaign.
Today, we’re launching custom deal fields for the ActiveCampaign CRM.
When you have all your deal information at your fingertips, it’s easier to close more deals. Custom deal fields let you capture any information you want—product/service name, forecasted close date, sales territory, and whatever else makes sense for your business.
With your data captured and organized, it will be easier to manage your sales pipelines, enable your sales teams, keep everyone on the same page—and make sure that you’re targeting the right deals with the right message at the right time.
What does that look like? How will businesses (like yours) be able to use custom deal fields?
- Geography. A sales manager needs to assign deals to reps in the right time zone, so they capture that information in a custom deal field.
- Product/Service. A landscaping company wants to target interested customers with discounts on lawn care, but not gardening services—so they segment based on a custom deal field.
- Competitor. A software company wants to make sure they aren’t losing business to a competitor, so they keep track of the competition using custom deal fields.
- Deal Source. A life coach wants to make a specific offer to people who fill out a form on her website, which they can track using a custom deal field.
- Forecasted Close Date. A furniture company needs to remind contacts that their promotional price discount is about to expire, so they track the date in a custom deal field.
- Pain Point. A beauty company wants to target customers who want a more even skin tone, so they track that information in custom deal fields.
And, of course, you’ll be able to use custom deal fields to capture any other information that’s relevant to your business.
This is a next major step forward for the ActiveCampaign CRM (and we’ll be continuing to make updates in the future).
Below, we’ve provided answers to some of the most common questions you may have about custom deal fields. We’ve also put together some additional resources to help you implement custom deal fields in your ActiveCampaign account:
- What are custom deal fields? How to add custom fields to deals in ActiveCampaign
- An overview of custom deal fields
- How to use the custom deal fields automation action
What’s the difference between a custom deal field and a contact custom field?
A contact custom field lets you capture information related to individual contacts. A custom deal field is attached to a specific deal in the CRM, rather than to the contact.
Why is that important?
You need to be able to capture (and reference) the information that’s important to each deal. That gives you a better chance to tailor your selling to each deal—and win more deals.
In some cases, it’s hard to use contact custom fields to capture the information you need.
- Sometimes a deal has multiple relevant contacts
- Sometimes your primary contact for a deal changes
- Sometimes you have one contact who’s interested in multiple products or services, and the information in a contact custom field is only relevant for one of them
If you have a contact custom field that shows your contacts’ product interests, it can only have one value—which makes it harder to make that contact the right offers.
But if you have a custom deal field, you can create separate deals to represent each product your contact is interested in. That way you can always offer your leads the most relevant information.
Custom deal fields let you add information to individual deals, which makes it easier to manage your sales pipeline and update deals automatically based on custom field data.
What kind of information can you capture in custom deal fields?
Custom fields can capture almost any information you want. We’ve added custom deal fields so that you can capture the information that’s most relevant to your business and pipelines.
With that said, here are some common examples of information that can be captured in custom deal fields:
- Forecasted close date
- Expected timeline for decision
- Decision maker (Y/N)?
- Services interested in
- Current contract end date
- Lead qualified (Y/N)?
- Time to close
- Lead source
- Customer persona
How can you decide whether something should be a custom deal field or a contact custom field?
Whether you should capture information in a custom deal field or a contact custom field depends on your specific pipelines and sales cycle.
That said, there are a number of questions you can ask to get a better understanding of where you’re currently capturing information about your deals and contacts.
As you work to update information in custom deal fields, it’s important to understand how people in your business are currently using the information you have. Here are some questions to ask when doing an audit of your custom fields:
- How is this custom field being used?
- How does information get added to this custom field?
- What information is important to capture for each deal?
- What automations use this information?
- Who in the organization needs this?
- Are there duplicate fields that capture the same information?
- How can this information help you organize your pipeline?
With this information in-hand, it will be easier to decide whether to put information into a custom deal field or a contact custom field.
How can you transfer information in contact custom fields to custom deal fields?
Right now, you might have information in contact custom fields that you’d like to move over to custom deal fields.
You can use an automation to move contact custom field information into custom deal fields (so you don’t need to move everything over manually).
Read our help documentation for more information on how to move contact custom fields to custom deal fields.
How can you use custom deal fields in your sales automation?
Custom deal fields can be used in ActiveCampaign automations to help manage your sales processes.
Because custom deal fields make it easier for automations to update specific, individual deals, it will be easier for you and your sales team to automate tasks like:
- Change deal stage based on custom deal field updates
- Assign tasks based on information like close date or end of contract
- Routing leads to the appropriate team member (according to deal size, source, service, location, or any other information)
Because you are now able to segment based on custom deal fields, you can use custom deal field information wherever you like within your automations.
How will pipeline management be different with custom deal fields?
How much you change your pipeline management is up to you. Some businesses may prefer to make only minor changes to their pipelines—but you may also be able to make your pipelines simpler and more efficient. Similarly, using custom deal field information in automations may help you automate more of your sales processes.
For some businesses (especially those offering multiple products/services) you may be able to consolidate pipelines to make your CRM easier to navigate. With custom deal fields, you can capture information about what services people are interested in.