Deal Management

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Deal Management

Using automations to manage your deals

• Last updated: October 17, 2025 at 11:16 PM*

ActiveCampaign's automation features allow you to automate and organize your Deals CRM pipeline. To use these features, you must have a Plus, Professional, or Enterprise plan, and you may need to purchase the Pipelines & Sales Engagement add-ons.

Important Note

Deal triggers are Multi-contact triggers. By default, multi-contact triggers enter all contacts on the triggering deal into the automation unless specified in the "Advanced" section of the trigger.

You can learn more about this and other topics at our live, small-group workshops. Sign up and explore ActiveCampaign workshops.

Create or update a deal with an automation

From automation, you can use the "Add a deal" action to create a deal for a contact after they complete the desired behavior, such as submitting a form, visiting a webpage, or achieving a goal.

Actions you can take regarding your deal in an automation

When a deal score changes

You can trigger an automation to run when a contact reaches a specific deal score. 1. From the Automation Builder, click the "Score changes" trigger and select the score you want the trigger to use. 2. Click the "Changes to be" dropdown fields to determine the score that will trigger the automation. 3. Click the "Runs" dropdown to select if the automation should run once or multiple times. 4. Click the "Save" button.

When the deal is created

You can trigger an automation to run when a deal is added to a pipeline. 1. From the Automation Builder, click the "Enters a pipeline" trigger and select the pipeline name. 2. Click the "Runs" dropdown to select if the automation should run once or multiple times. 3. Click the "Save" button.

When the deal stage changes

You can trigger an automation to run when a deal moves from one stage to another in a pipeline. 1. From the Automation Builder, click the "Deal stage changes" trigger and select the pipeline name. 2. Click the "Contact moves from stage" dropdown and select the stage name. 3. Click the "To Stage" dropdown and select the stage name. 4. Click the "Runs" dropdown to select if the automation should run once or multiple times. 5. Click the "Save" button.

When the deal status changes (Open, Won, Lost)

You can trigger an automation when a deal is marked as Open, Won, or Lost. 1. From the Automation Builder, click the "Deal status changes" trigger. 2. Click the "Deal status changes to" dropdown and select a status. 3. Click the "Runs" dropdown to select if the automation should run once or multiple times.

When a deal task is created or marked as complete

You can add a contact to an automation when an associated task is created or marked as "Complete." 1. When creating a deal task, click "Show more options" in the "Add a Task" modal. 2. This will expand the modal window to show more configuration options. Click "Trigger an automation." 3. Select the automation you wish to trigger and specify if it should run when the task is created or when it's marked as "Complete."

When a 1:1 email is sent or replied to

When sending a 1:1 email to a contact from a deal details page, you can choose to add the contact to an automation as soon as:

• the email is sent
• the contact replies to the email

To use this option, you need to connect your email account to the Deals CRM. 1. From the details page of a deal, click the email address of the contact you want to email. 2. The email composer will open. Type the subject line and message into the spaces provided. 3. Click the "Automate this email" icon. 4. A modal window will open. Click the "Select Automation" dropdown, then select the automation you wish to trigger. 5. Choose between "When I send the email" or "When they reply to the email." 6. Click the "Save" button.

Dynamically adjust a deal score

You can dynamically update deal scores for contacts using the "Adjust a deal score" action in an automation. This means you can add or subtract points from a deal score each time a specific behavior occurs. For more information, refer to the Deal Scoring in ActiveCampaign help article.

See Also

• [Using automations to manage your deals](https://help.activecampaign.com/hc/en-us/articles/206821090-Using-automations-to-manage-your-deals)

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