Description
Stop Copying Form Submissions Into Your CRM by Hand
Someone fills out a quote request on your WordPress site. The entry lands in Gravity Forms, an email notification goes out, and then a salesperson opens Pipedrive, creates a person, hunts for the matching company, types in a deal value, and sets a reminder to call. Multiply that by every inquiry, registration, and contact message, and the copy-and-paste routine eats hours while typos creep into your pipeline. The Gravity Forms Pipedrive Add-On removes that step entirely. This GPL-licensed plugin sends each submission straight to Pipedrive as the record type you choose, so your sales team opens the CRM and finds the work already done.
Three things set it apart from a generic form-to-CRM connector. First, a single feed can create a deal, lead, or activity and also create or update the related person and organization, so the customer, company, opportunity, and next step arrive connected. Second, duplicate handling is configurable: match people by email and organizations by name, then decide what happens when a match turns up. Third, every Pipedrive record ID is stored with the Gravity Forms entry, with direct links added to the entry notes.
Core Capabilities Overview: One Feed, Several Kinds of CRM Record
The Gravity Forms Pipedrive Add-On WordPress plugin works through feeds. You edit any Gravity Form, create a Pipedrive feed, and pick what should happen on submission. The feed can create or update a person, create or update an organization, create a deal, create a lead, or schedule an activity. A form can carry more than one feed, so a single submission can fan out in different directions when your process calls for it.
Connecting takes two pieces of information: your Pipedrive company subdomain and an API token, both entered in the Gravity Forms settings. The settings screen reports whether the credentials are valid and which Pipedrive user is connected, so you know right away if something is off.
Once connected, the add-on pulls in supported custom fields from your Pipedrive account. If your sales process depends on a “Budget range” field on deals or a “Lead source detail” field on people, you can collect that information in the form and map it directly.
Feature Breakdown: What Each Feed Can Do for Your Sales Team
Records That Arrive Already Connected
- People: create or update Pipedrive people from submitted names, email addresses, and phone numbers.
- Organizations: create or update companies and link them to the related person.
- Deals: place new deals in a chosen pipeline and stage, with an owner, a currency, a value, and an expected close date.
- Leads: create leads linked to a person, an organization, or both, with a selected currency and expected close date.
- Activities: schedule calls, meetings, tasks, deadlines, and emails with due dates and details taken from the form.
When a feed creates a deal, lead, or activity, you can optionally have it create or update the person and organization in the same pass. That means a rep never opens a deal and wonders who submitted it or which company it belongs to.
Field Mapping, Standard and Custom
Mapping is done inside the feed settings. Standard Pipedrive fields such as names, email, phone, deal value, expected close date, and activity details are matched to your Gravity Forms fields. Supported custom fields for people, organizations, deals, and leads appear alongside them. Because the form collects exactly what your pipeline needs, nobody has to follow up with a prospect just to fill a blank in the CRM.
Assignment and Currency
Deals, leads, and activities can be assigned to a selected member of your Pipedrive team, and deals can be directed to a specific pipeline and stage. If you quote in more than one currency, choose the one that fits each feed. A pricing form for European customers and another for North American ones can each send values in the right denomination.
Duplicate Control
People are matched by email address and organizations by name. When the add-on finds an existing record, you decide the outcome: update it with the new submission data, reuse it without changing anything, or create a fresh record anyway. Updating suits a returning customer who corrects their phone number. Reusing suits a situation where the CRM record is authoritative and you only want to attach a new deal to it. Creating a duplicate has its place too, for instance when separate departments at one company should be tracked independently.
Notes and Follow-Up Tasks
A feed can add a note to the records it processes, carrying submission details into Pipedrive where reps will actually read them. It can also schedule a follow-up activity automatically after a person, organization, deal, or lead is saved. A “Call within one business day” task attached to every new demo request is a typical setup, and it removes the risk of a hot lead sitting unnoticed.
Conditional Logic
Gravity Forms conditional logic decides when each feed runs. Send only submissions where “Budget” is above a threshold to the deals pipeline, route everything else as leads, or skip the feed when a checkbox says the visitor only wants a newsletter. Payment integrations can delay processing until payment has been received, so unpaid orders don’t clutter your pipeline.
Real-World Applications
Quote and Estimate Requests
A landscaping company or web agency publishes a detailed quote form. Each submission creates a person, links the organization, and opens a deal in the first stage of the sales pipeline, with the estimated project value and a target close date. A follow-up activity is assigned to the estimator responsible for that service area. The note on the deal holds the project description the customer typed.
Event and Webinar Registrations
An organizer collects registrations and wants attendees in Pipedrive as people, with their company attached. Duplicate matching by email prevents the same attendee from appearing twice when they register for a second session. Choosing “update” keeps their details current instead of piling up stale records.
Paid Consultations and Onboarding
A consultant sells booked sessions through a payment-enabled form. By delaying the feed until payment is received, only paying clients reach Pipedrive. A deal is created, a call activity is scheduled, and the note records what the client said they needed help with.
General Contact Forms
Not every inquiry deserves a deal. A contact form can create a lead linked to the person and organization, and conditional logic can steer different topics to different team members. Sales questions go to one rep, partnership requests to another.
How It Works Under the Hood
The add-on authenticates with Pipedrive using your subdomain and API token, then reads the available pipelines, stages, users, currencies, and supported custom fields so the feed settings can offer real choices from your own account. When a visitor submits the form, Gravity Forms evaluates the feed’s conditional logic. If payment processing is involved and the feed is set to wait, processing is held until payment arrives.
Once a feed runs, the add-on applies your duplicate rules, checking for a person by email and an organization by name, then creates, updates, or reuses records accordingly. Related records are linked, notes are added if configured, and any follow-up activity is scheduled.
Afterward, the resulting Pipedrive record IDs are saved with the Gravity Forms entry, and direct record links appear in the entry notes. An administrator reviewing a submission can click straight through to the person, deal, or lead it produced, and anyone in Pipedrive can trace a record back to the original entry. That round trip makes it easy to confirm what was sent and to diagnose a mapping that isn’t behaving as expected.
Frequently Asked Questions
Can one form create a person, an organization, and a deal at the same time?
Yes. When a feed is set to create a deal, lead, or activity, you can also have it create or update the related person and organization during the same submission. The records are linked, so the contact, company, and opportunity appear together in Pipedrive.
What happens if the submitter already exists in Pipedrive?
People are matched by email address and organizations by name. When a match is found, you choose whether to update the existing record, use it as-is without changes, or create a new one. That choice is made per feed, so different forms can follow different rules.
Can I see which Pipedrive records a specific submission created?
Yes. After a feed runs, the add-on stores the Pipedrive record IDs with the Gravity Forms entry and adds direct links to the entry notes. From the entry screen you can jump to the related person, organization, deal, or lead without searching for it in the CRM.
