Understanding the CRM Concept

CRM is a technology for managing all your company´s relationships and interactions with existing customers and potential customers. For managing this information Pipeliner provides CRM users with different objects representation and relationships between them. Pipeliner calls the main objects Entities.


Entities help to map company sales business processes in the CRM. In Pipeliner, there exist following Entities

Main Entities

  • Accounts (Endpoints: {{baseURL}}/entities/Accounts)

    • accounts stores Company information (industry, company size, contacts). See how to create an Account

  • Contacts (Endpoints: {{baseURL}}/entities/Contacts)

    • contacts refer to people who have a relation to a specific Account. See how to create a Contact

  • Opportunities (Endpoints: {{baseURL}}/entities/Opportunities)

    • represents existing or potential business revenue with Contact or Account. Opportunities have to move through several stages in Pipeline. See how to create an Opportunity

  • Leads (Endpoints: {{baseURL}}/entities/Leads)

    • represents the potential business to your company

  • Activities

    • Represents Tasks and Appointments together. Tasks are one-time activities that usually don´t have duration. We can refer to Appointments as meeting with duration.

      • Appointments (Endpoint: {{baseURL}}/entities/Appointments)

      • Tasks: (Endpoint: {{baseURL}}/entities/Tasks)

  • Products (Endpoints: {{baseURL}}/entities/Products)

    • Represents physical items that your sales team is selling. See how to create Products

  • Product Line Items (Endpoints: {{baseURL}}/entities/OpptyProductRelations)

    • Represents product that is being currently sold by your sales team. Product Line items are direct connections between Opportunity and Physical Product. See how to work with Product Line items

Other data

  • Notes

  • Documents (Endpoints: {{baseURL}}/entities/CloudObjects)

  • Messages

To get {{baseURL}} read About the API

Creating Relations between entities

Entities in the CRM are linked between themselves with relations. Take a look at the entity-relationship diagram to understand the connections that can exist.


Fields represent a property of Entity where end-users(salespeople) store information like (Name, Opportunity Value, Industry...). Pipeliner works with System Fields (defined by the Pipeliner system) and Custom Fields (defined by business people). Learn more about working with fields.

Users & Roles & Sales units (Accessing Records)

Users, roles, sales units determine what users can see inside the Pipeliner application. At the top of the hierarchy is the Role, which includes 0..N users. Those Users can be part of the N Sales Units. To understand how roles, users, sales unit works read this article.


Api name: master_right

Users are part of the Role. Users can be assigned only to one Role. The role determines what data, features the User can access.

Example of Roles: Standard Users, Administrators, Salespeople


Api name: client

Users are real people who have access to the Pipeliner CRM space. Users usually get a direct invitation to the space from the space admin. The user unique identification is email_address.

Users can be assigned to the Entity Records. Users who are assigned to the records are called Owners. Owners are required on the majority of entities. Only Leads and Activities can be unassigned (without an Owner).

Every user has a default_unit attribute. You can use this attribute when creating records in Pipeliner.

Sales Unit

Api name: unit

Sales units from a business point of view are groups of users with similar traits. Sales units works in the hierarchy. Pipeliner admin defines this hierarchy based on the business requirements. Sales units can refer to territory, team, business unit.

Example of Sales units: Canada, Europe -> UK, Germany, France

Every Entity has to be connected with the Sales Unit. Even when the record is Unassigned. It is recommended to use the Client (User) default sales Unit.

System Sales Unit

The Companysales Unit is System Sales Unit. It is always at the top of the hierarchy and you can always assign entity records to this Sales Unit. Company Sales Unit has always attribute parent:null

            "is_delete_protected": false,
            "id": "ea33e8fb-9a56-4802-a175-2d1f406af7cf",
            "is_deleted": false,
            "modified": "2019-02-01 13:17:03.495636+00:00",
            "created": "2019-01-30 11:06:54.115137+00:00",
            "parent": null,
            "picture": "https://us-east.pipelinersales.com/api/v100/rest/spaces/nv3_PipelinerDev/entities/CloudObjects/74cc1d77-11d7-455d-9c32-39065f269e1b",
            "name": "Company ",
            "parent_id": null,
            "picture_id": "74cc1d77-11d7-455d-9c32-39065f269e1b",
            "revision": 816

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