What is amoCRM: how the pipeline and the customer card work

amoCRM is a cloud CRM system for a sales team. Every request in it becomes a deal that moves through the stages of a pipeline, and the deal card holds the customer's contact, budget, tasks, calls and messenger conversations. A manager can see how much money sits at each stage and what each salesperson promised the customer.

Below we explain in plain words how the pipeline and the customer card work in amoCRM, who this CRM suits, how it differs from Bitrix24 and how to connect WhatsApp, Instagram, Telegram and calls to it.

A common story in a small company: requests arrive in WhatsApp, Instagram and by phone, and salespeople write them down in a notebook, in Excel or nowhere at all. A month later nobody can say how many requests there were, how many bought and why the rest left. That is exactly what a CRM is for: so that no request gets lost and each one has a clear next step.

What is amoCRM in simple terms?

amoCRM is a program in the browser and on the phone where a company keeps all its customers and all its deals. You do not need to install it on a server: you sign up, set up a pipeline and start working.

The main idea of amoCRM is that a sale is the customer's path from the first message to payment. Each step of that path (new request, consultation, invoice, payment) becomes a pipeline stage, and each deal becomes a card that the salesperson drags from stage to stage. The whole sales team is visible on one screen, like a board with columns.

Besides the pipeline, amoCRM has contacts and companies, tasks with reminders, sales analytics, a built-in customer chat, email and automation: at each stage the system can create a task, send an email or launch Salesbot, the built-in amoCRM bot.

How does the sales pipeline work in amoCRM?

A pipeline in amoCRM is a set of stages a deal goes through, from "Initial contact" to "Closed won" or "Closed lost". You define the stages and their names yourself to fit your process.

New requests from messengers and forms can first land in the "Incoming leads" section. There a salesperson reviews the request and clicks "Accept", which creates a deal, or rejects spam. This way the pipeline does not fill up with messages that never became a sale.

You can have several pipelines: for example, separate ones for retail, wholesale customers and service. Automatic actions are set up for each stage; amoCRM calls this the digital pipeline. Example: a deal moves to the "Invoice sent" stage, and if there is no payment after a day, the salesperson gets a task to call the customer.

• Incoming leads: new requests nobody has taken yet.
• Working stages: your sales steps, such as "Consultation", "Measurement", "Invoice issued".
• Closed won: the deal is paid and closed.
• Closed lost: the customer declined, with the reason recorded.

What is in the amoCRM customer card and deal card?

A deal card has two parts: on the left, data fields (budget, responsible user, contact, company, your custom fields); on the right, an event feed that collects messages, calls, tasks, notes and change history in time order.

Card block	What it stores	Why the salesperson needs it
Main fields	Deal name, budget, stage, responsible user	You see at once what the deal is about and what it is worth
Contact and company	Name, phones, email, position, company details	No need to search for the customer's phone in the chat
Custom fields	Anything for your business: car model, source, size	Data for filters, reports and broadcasts
Event feed	Messages, calls, notes, field changes	The customer's whole history in one place
Tasks	What to do and by when	The next step will not be forgotten
Widgets	Blocks of connected services	Chats, calls and other tools right in the card

A contact card works the same way, but it is centred on a person rather than a deal: it shows all of that customer's deals, past and current. So when people search for an "amoCRM customer card", they usually mean the contact card: a file on the customer covering all purchases at once.

How is a deal different from a contact in amoCRM?

A contact is a person; a deal is a specific sale to that person. One contact can have many deals: a first purchase, a repeat one, a warranty request.

There are also companies: several contacts (director, accountant, buyer) and all deals with that organisation are linked to a company. For businesses with repeat sales, amoCRM has a separate "Customers" section for tracking regular purchases from loyal customers. If you mix up deals and contacts, reports start lying: one purchase turns into a "new customer", and a returning customer looks like a first-time one.

Who is amoCRM a good fit for?

amoCRM suits companies whose sales happen through chats and calls, where the CRM's main job is to take a deal from request to payment. That includes retail, services, online schools, real estate and made-to-order production.

It is convenient when a sales team has from two to a few dozen salespeople and the manager needs to see the pipeline and control the pace of work. If you need a warehouse, production accounting or complex document flow, amoCRM is usually combined with other systems such as 1C, or a broader platform is chosen.

How is amoCRM different from Bitrix24?

In short: amoCRM is a CRM built specifically for sales, while Bitrix24 is a large set of tools for the whole company, with CRM as one of its parts. Both systems work with WhatsApp and messengers through integrations.

Compared	amoCRM	Bitrix24
Main purpose	Sales pipeline and customer chats	CRM plus tasks, projects, internal chat, drive, websites
Learning curve	Usually faster, the interface is focused on deals	More features, so setup takes longer
Requests	Deals and the "Incoming leads" section	Leads and deals, can work without leads
Automation	Digital pipeline and Salesbot	Robots and business processes
Messengers	Chat in the deal card	Open channels and contact centre

Choose based on how your company works. If you only need a sales team, many find amoCRM simpler. If you want sales, employee tasks and internal communication in one system, look at Bitrix24. WazzaBee connects to both, so your choice of CRM does not limit your messengers.

How do you connect WhatsApp to amoCRM?

WhatsApp connects to amoCRM through an integration service: in WazzaBee you connect your number, then in the Connectors section enter your amoCRM subdomain and click "Connect amoCRM". Customer messages automatically become contacts and deals.

A number can be connected in two ways. Official WhatsApp (WhatsApp Business API) is connected in 15 minutes by logging in with Facebook; it lets you message a customer first with approved templates and send them from amoCRM, including as a Salesbot step. If you do not want to give up the WhatsApp Business app on your phone, the number can be connected in coexistence mode: the app keeps working and the conversations go to amoCRM. How this works is explained in the article about WhatsApp Coexistence.

All connection steps, responsible user settings and templates are described in detail in a separate article, "WhatsApp integration with amoCRM", so we will not repeat them here. The amoCRM integration is included in the line subscription of $68 per month, and you can have as many salespeople in amoCRM as you like, with no extra charge for seats.

Can you connect Instagram and Telegram to amoCRM?

Yes. Through WazzaBee, Instagram Direct, Telegram, Facebook and OLX listings connect to amoCRM, and they all work just like WhatsApp: a request becomes a deal and the salesperson's reply goes to the customer in their messenger.

For Instagram it matters that Direct conversations land in the same card where the customer may already have a WhatsApp history. A detailed guide is in the article "How to connect Instagram to amoCRM". For Telegram there is a separate page about connecting Telegram to amoCRM. If a customer wrote about an OLX listing, the listing title, number and link are added to the deal automatically.

How do you take WhatsApp calls in amoCRM?

WhatsApp calls to an official WhatsApp line can be answered right in amoCRM: a WazzaBee call window appears over any page, the audio goes through the browser, and after the conversation the call with its duration and recording appears in the customer's deal.

The incoming call window shows the customer's name, their deal with budget and stage, and their last WhatsApp message. During the call you can put the customer on hold and save a note to the deal. You can also call a customer from the card, but only with their consent: WhatsApp first sends the customer an "Allow calls" button. A call from a new number creates a request in "Incoming leads".

Can you chat with customers in the amoCRM mobile app?

Yes, the amoCRM app for iPhone has a WazzaBee block in the deal and customer cards. It opens the conversation with the customer across all of their numbers and messengers.

From the phone you can reply, send files, voice messages, WhatsApp Business API templates and menu bots. The "All chats" button opens the full list of conversations, like the "WazzaBee Chats" item in the left menu of the web version. Employee permissions are respected: everyone sees only the conversations they are allowed to see in amoCRM. This is handy for salespeople on the road: they can reply to a customer without opening a computer.