Customers
A Customer is an established account — an organization you have or want a real, ongoing business relationship with. Where Leads are prospects you're still qualifying, Customers are the companies you've decided to work with.
What a customer carries
- Name — the company name. The one field that's always required.
- Website, Email, Phone — primary contact details for the account.
- Industry — light categorization for filtering across customers.
- Notes — freeform context: the account's history, key relationships, anything an LLM-powered assistant might surface later.
- Status — active or archived (you can archive a customer without losing the record).
Where customers come from
- Promoted from a lead — the most common path. Once a lead is Qualified and you've decided to do business, promote it to a customer. The lead's data is preserved as historical context.
- Created directly — you can also add a customer by hand if a deal closes outside the lead pipeline (referral, inbound contract, etc.).
- Bulk import — paste a CSV the same way you would for leads.
What attaches to a customer
- Contacts — the actual people you talk to. One customer can have many contacts (a buyer, a technical reviewer, a finance approver).
- Opportunities — specific deals with that customer: amount, expected close date, stage. Customers with many open opportunities are exactly the accounts to prioritize.
Tips
- Don't pre-create customers for prospects you're still researching — keep them as leads so the Agent's automation can keep doing its job (Agents only operate on leads).
- If a customer goes dormant, archive instead of deleting. You'll likely re-engage later, and the contact history is gold then.
- The Notes field on the customer is a good place for the “how did we start working together?” story — anyone joining the team later will thank you.
Leads are about filtering signal from noise; Customers are about protecting the relationships you've already built. Both share the same workspace so the handoff is just a status change, not a re-entry.