Pipeline is the CRM inside Ghost. Every prospect, lead, opportunity and signed client sits on one board, with the full LinkedIn and email conversation, meetings, notes and tasks attached. You don't need a separate CRM or an integration to keep it updated: replies to your campaigns and booked meetings create and move deals for you.
Where to find it: sidebar → Leads → Pipeline.
Views
| Tab | Use it to |
|---|---|
| Board | Drag deals between stages |
| List | Sort and scan every deal in a table |
| Tasks | Work through overdue, today and upcoming follow-ups (Tasks and reminders) |
| Dashboard | See pipeline value, wins and revenue by source (Pipeline dashboard) |
| Settings | Stages, automation, reminders, default deal size, email lead capture and meetings |
Above the Board and List you'll see Open deals, Open pipeline, Won this month, Win rate and Needs follow-up (no touch in 5+ days).
Stages
New accounts start with:
Prospect → Lead → Qualified → Opportunity → Proposal → Won → Lost
In Pipeline → Settings → Stages you can rename, recolour and reorder stages, add new ones, and give each a short description that shows on the board. A stage can only be deleted once it's empty.
When you move a deal to Won or Lost, Ghost asks what closed it or why it was lost, and records the close date.
How deals get into the pipeline
Ghost adds and moves deals automatically for people in your campaigns or already in the pipeline:
| What happens | Where the deal goes | Source shown |
|---|---|---|
| An interested reply to a campaign | Lead | Campaign reply |
| Any other reply to a campaign | Prospect | Campaign reply |
| A conversation scored high intent | Lead | High-intent reply |
| An A or B band lead replies | Lead | Hot lead |
| A meeting is booked | A stage named like meeting, call, demo or discovery, or else Qualified | Meeting |
| An enquiry arrives in your connected inbox | The stage Ghost suggests, after you approve it | Email enquiry |
| You add one yourself | The stage you choose | Added by hand |
Automatic moves only go forward. Ghost never moves a deal back a stage and never reopens a Won or Lost deal. If a reply looks like a clear "no", Ghost doesn't move the deal. It pins a note suggesting you move it to Lost.
Switch each rule on or off in Pipeline → Settings → Automation & reminders: "Campaign replies become Leads", "High-intent replies become Lead" and "Hot leads become Lead".
Adding a deal yourself
Click New deal. Search your existing contacts, or create a new one with a name, LinkedIn URL (so messages sync), company, job title, email, phone and an optional deal value.
Filters
Search deals by name, company or title, and filter by:
- Lead score: all, or A + B leads only
- Source: added by hand, campaign reply, high-intent reply, hot lead, email enquiry or meeting
- Needs follow-up: deals with no contact in 5+ days
- Queued replies: deals with a follow-up scheduled to send (deal record)
Default deal size
In Pipeline → Settings, set a default currency (£, $ or €) and amount. It's applied to every new deal that doesn't have a value, so your pipeline value is meaningful from day one.
Trash
Remove from pipeline moves a deal to Trash. It stays there for 7 days, and restoring it puts it back in the stage it was in.
Exports and integrations
Pipeline doesn't sync to other CRMs or export to CSV today. To work with your deals outside Ghost, use the MCP server from Claude or ChatGPT, or export your account data.
FAQ
Do I need a separate CRM with Ghost?
No. Pipeline is included in every plan and fills itself from campaign replies, meetings and inbox enquiries. Most founders and small teams run their whole sales process in it.
Can a deal move backwards automatically?
No. Automatic rules only move deals forward and never reopen a Won or Lost deal. You can always drag a deal to any stage yourself.
Can I use Pipeline from Claude or ChatGPT?
Yes. Every Pipeline action is available through the Ghost MCP server: list deals, move stages, add notes and tasks, draft follow-ups and read the dashboard. See the Pipeline tools.