How to organize your sales pipeline in Kommo so you stop losing customers

Open the WhatsApp of any business that sells through chat and try this: look for messages from two weeks ago. You will find customers who asked for the price, got the answer and… nothing. Nobody wrote to them again. They were not lost customers; they were forgotten customers.

A well-organized sales pipeline exists so that never happens again. And if you sell through chat, Kommo is one of the most used tools to do it.

What is the sales pipeline in Kommo?

It is a visual board where each opportunity appears as a card that moves through stages, from the first message to the sale. Every chat that comes in through WhatsApp, Instagram or another channel becomes a lead with its source recorded, and your team moves it from stage to stage as it progresses.

According to Kommo, more than 100,000 customers in more than 100 countries use it to sell through chat.

How do I define the pipeline stages?

Stages should reflect customer decisions, not internal tasks. Ask yourself: what has to happen in the customer's mind for them to move forward? An example for a service business:

Stage	What it means	What your team does
New contact	Wrote for the first time	Reply within minutes
Qualified	We know what they need and by when	Prepare the proposal
Proposal sent	Already has price and terms	Follow up
Negotiation	Deciding or asked for changes	Handle objections
Won / Lost	Closed or ruled out	Record the reason

Common mistake: creating ten stages “to have more control”. If a stage does not change what your team does with the customer, it is unnecessary. Fewer stages, well used, give more control than a long pipeline nobody updates.

Which custom fields do I need?

Only the ones you will use to sell or to measure. Product of interest, budget, city and lead source are usually enough at the start. Every extra field is data someone has to fill in, and often nobody does.

How do I automate follow-up?

By giving each stage a next step that triggers on its own. Kommo lets tasks and messages fire when a lead changes stage:

1. New contact: immediate reply, ideally with an AI agent or a Salesbot.
2. Qualified: automatic task to send the proposal.
3. Proposal sent: follow-up reminder after 48 hours.
4. Lost: record the reason to learn from it.

For the immediate reply you have two paths: the Kommo Salesbot, which follows workflows you design, or an AI agent for WhatsApp, which understands free-form questions. Many businesses combine both. The detailed setup for each feature is in the Kommo help center.

How do I know if my pipeline is working?

Check every week which stage holds the most leads. Where they get stuck tells you what to fix:

• They are lost at the start: the problem is usually response speed.
• They are lost after the proposal: review the price, the proposal or the follow-up.
• They stay in negotiation: your team needs better answers to objections.

If you are choosing a plan, keep in mind that Kommo changed its plans in 2026 and the AI agent is no longer in all of them: we explain it in Kommo's plan changes. And if you are torn between Kommo and another CRM, read Zoho CRM or Kommo: which to choose.

In short

A good Kommo pipeline has few stages, useful fields and an automatic next step in each one. That way no customer is forgotten in the chat history. As an official certified Kommo partner, we build yours around how your team sells: see our Kommo implementation service.