How a B2B CRM fits your sales process. Manage companies and contacts, track deals in a pipeline, and keep communication in one place.
What makes a B2B CRM
In B2B you sell to companies and work with people inside them. A B2B CRM needs both: Organizations for companies and Individuals for contacts, with the ability to link people to companies. You also need a pipeline for deals, opportunities linked to contacts and companies, and often email and tasks for follow-up. That combination gives you an account view: one company, all its contacts, and all its deals in one place.
Contacts and companies in Piraja
Setting up organizations and individuals
- Create an Organization for each company you sell to. Enter company name, address, and any key details. You can import companies from BRREG or Companies House so you don't type everything by hand—especially useful in Norway and the UK.
- Create Individuals for each contact (decision maker, user, influencer) and link them to the relevant organization. One organization can have many individuals; one individual can be linked to more than one organization if needed.
- When you create opportunities or tickets, link them to both the individual and the organization. That way you see full account history: every deal and every ticket for that company, and every contact's activity.
Pipeline and opportunities
One opportunity per deal
Create an Opportunity for each deal and link it to the contact (and company). Use the Pipeline view to see all opportunities by stage and drag and drop to move deals as they progress (e.g. Lead → Qualified → Proposal → Won/Lost). The pipeline gives you a visual board of every B2B deal.
Tasks for follow-up
Add Tasks linked to the opportunity or contact for every next step (call back, send proposal, schedule demo). Set due dates and assign if your team uses it. That way follow-up is scheduled and visible to the whole team and no deal goes cold.
Using Mailbox and Tickets in B2B
- Mailbox: Connect Gmail or Outlook so emails are synced and matched to contacts. When a contact at Acme Corp emails you, the thread appears on their record and on the organization. Full context without leaving the CRM.
- Tickets: Use Tickets for support requests and link each ticket to the contact and organization. You'll see all support history per account alongside sales history.
Best practices
One organization per legal entity
Keep one organization record per company (legal entity). Avoid duplicates so reporting and account history are accurate.
Link every opportunity to both contact and company
Always link opportunities to the individual and the organization. That builds the account view and makes it easy to see all deals per company.
Review the pipeline and task list regularly
Check the pipeline for stalled deals and your task list for overdue follow-ups. In B2B, consistency and follow-up often make the difference between won and lost.
Frequently asked questions
Can I have multiple contacts per company?
Yes. Create one organization per company and link multiple individuals to it. You'll see all contacts and all opportunities for that account in one place.
Can I see all deals for one company?
Yes. Open the organization record and look for the opportunities (or deals) linked to it. That's your account-level view of every deal with that company.
Who can I contact for help?
Contact support at support@piraja.io.
Conclusion
A B2B CRM in Piraja is built from Organizations, Individuals, Opportunities, and the Pipeline—with Mailbox and Tasks to keep communication and follow-up in one place. Use BRREG or Companies House to import companies and link every contact and deal to the right organization. See How to Manage B2B Contacts and Companies and How to Track Leads from First Contact to Deal for step-by-step guides.