Tutorial: Transforming Pipedrive for Complex B2B Strategy

In this tutorial, we move beyond basic contact management. We are turning Pipedrive into a strategic engine that maps the "invisible" power structures of large organizations to help you win bigger deals, faster.

Step 1: The Account Mapping Foundation

Before adding fields, go to Settings > Data Fields > Person and create a group called "Account Mapping." Keeping account mapping data separate from contact data, such as e-mail & phone, ensures your team treats it as a strategic asset, not just more admin work.

Step 2: Identifying the Buying Role (The "Who")

A common mistake in B2B is assuming the person with the highest title is the one who matters most.

• The Economic Buyer: This is the individual who benefits most economically from your solution. Warning: This is rarely the CEO. It’s the person whose budget is hit and whose KPIs are improved.

• The Technical Buyer: Subject-matter experts brought in to evaluate specific niches such as IT security or compliance. They can’t always say "Yes," but they can definitely say "No."

• User Buyer: Individuals who will use the solution and are concerned with usability and efficiency

• The Approver: These roles (Legal, Procurement etc) are involved in the process but are not impacted by the solution itself.

• Influencers: People who sway the decision from the sidelines, often in adjacent departments.

Typical Buying Persona Archetypes as they appear in sales literature

Step 3: Sentiment - The Pulse of the Deal

Frameworks like MEDDIC often call the "Champion" a role. In this setup, we treat Champion as a Sentiment.

• Single-Value Checkbox: People generally have one stance on a deal at a time.

• The Scale: Champion, Supporter, Blocker, Adversary.

• The "Neutral" Logic: Do not add a "Neutral" option. If the sentiment is unknown, keep the field blank. This forces the sales rep to only input data when they have a clear signal, preventing "data clutter" and highlighting where you have relationship gaps.

Step 4: The Impact Field

This is the secret weapon for strategy derivation. Impact measures how much your proposal actually changes that person's daily life or work.

• Scale of 1–3: 1 (Slightly), 2 (Impacted), 3 (Very Impacted).

• Strategic Outcome: If your Economic Buyer is "Very Impacted" (3) but their Sentiment is "Blocker," your deal is in high-risk territory.

Step 5: Visualizing Power with vizrm

Data in a list is a spreadsheet; data in an org chart is a roadmap. By connecting Pipedrive to Vizrm, you unlock the full benefits of visual account management:

• Identify Invisible Influence: vizrm allows you to map informal relationships (dotted lines) that go beyond the formal reporting structure. You can see who actually has the ear of the Decision Maker.

• Transparency for Leaders: Instead of managers digging through 50 notes, they can see a color-coded sentiment map of the account instantly. This makes deal reviews 10x faster and more effective.

• Seamless Handoffs: When a deal closes, the Customer Success team inherits a visual map of the "Champions" and "Blockers," ensuring the implementation starts with the right allies.

• Real-Time Accuracy: Unlike a static PowerPoint chart or mind map, vizrm stays in sync with Pipedrive. If you update a role or sentiment in the CRM, it reflects on the chart immediately.