> ## Documentation Index > Fetch the complete documentation index at: https://docs.apollospace.ai/llms.txt > Use this file to discover all available pages before exploring further. # Pipelines and leads > How Apollo Space models your funnel — pipelines, stages, leads, and activities. A lead lands from a website form at 11pm. By the time you open your laptop the next morning, it has been qualified, given an owner, and scheduled for its first follow-up — and the timeline shows exactly which agent did it and when. None of that happens without structure underneath. That structure is the **pipeline**: the path a lead travels from first contact to closed, and the record of everything that happened along the way. This page covers how Apollo Space models that funnel — pipelines, stages, leads, and activities — so your team, human and agent alike, always knows where every deal stands and who has the ball. ## Simple hierarchy ``` Organization └── Pipeline (1+) └── Stages (funnel stages) └── Leads (cards that move through stages) └── Activities (each recorded event) ``` Each org can have **multiple independent pipelines**. Each pipeline has **its own stages**. A lead lives in ONE pipeline + ONE stage at a time (but can be moved between pipelines). ## Pipeline A **pipeline** represents a specific **flow** in your funnel — the path a lead travels from start to finish. Common examples: | Pipeline | When it makes sense | | ---------------------- | ------------------------------------------------------------ | | **New Outbound** | Leads YOU actively sourced (Maps lead search, imported list) | | **Inbound** | Leads that came to YOU (website form, social media) | | **Post-sale — Upsell** | Existing customers in an upsell cycle | | **Renewal** | Customers approaching contract end | | **Churned** | Former customers who may return (re-engagement) | Keeping pipelines separate means **each one tracks its own metrics and cadence**. Outbound conversion rates should never be mixed with inbound. ## Stages Stages are the **steps** a lead moves through inside a pipeline. Sensible defaults for B2B outbound: ``` New lead → Qualified → In conversation → Proposal sent → Negotiation → Closed-Won ↘ Closed-Lost ``` You can customize freely — add / remove / rename / reorder stages. Stages can be **archived** (hidden from the UI, but historical leads retain whichever stage they were in at the time). ### "Closed" stages Stages can be marked as **closed-won** or **closed-lost**. This: * Moves the lead to the "history" view automatically * Counts toward conversion rate metrics * Signals to agents that "no further action is needed on this lead" ## Lead A **lead** is a card that lives in a pipeline stage. Each lead carries: * Contact data (name, email, phone, website) * Company data (name, location, industry) * **Owner** — the person responsible (human or agent) * **Potential value** — what closing this lead is worth (in cents of the configured currency) * **Tags** — customizable labels * **Custom fields** — fields defined by your org ### Owner The lead's "owner" determines who the system notifies on events (reply received, time for a follow-up, etc.). The owner can be: * A **human** (org member) * An **agent** (Marcus, Athena, or a custom agent) When an agent is the owner, the agent operates autonomously according to its configuration — and routes events to the human supervisor when appropriate. ## Activities Every meaningful lead event generates an **activity** in the history log. This is the CRM's **audit log** — append-only, nothing is ever deleted. Automatic activity types: | Type | Meaning | | ------------------------------------- | -------------------------------- | | `lead_imported` | Lead created (CSV / API / agent) | | `stage_changed` | Moved between stages | | `pipeline_moved` | Moved between pipelines | | `assignment_changed` | Owner changed | | `field_updated` | A field was modified | | `email_sent` / `email_received` | Emails | | `whatsapp_sent` / `whatsapp_received` | WhatsApp | | `note_added` | Free-form note (human or agent) | | `contact_enriched` | Enrichment via Apify | | `task_created` | Internal task | Each activity records **who did it** (human X or agent Y), **when**, and the **change payload**. Full auditability — you can reconstruct any lead's complete history in seconds. ### Human vs. agent actions When **Marcus** moves a lead between stages (e.g., "In conversation" → "Proposal sent" after firing off a proposal), the activity carries `actor_type = 'agent'` + the agent's ID. When **you** move it manually, it's `actor_type = 'user'` + your user ID. This shows up in the lead's timeline — instead of "Stage changed to X", you see "**Marcus** moved to X" or "**João Silva** moved to X". No ambiguity. ## Filters and segmentation Filters apply to the visible set of leads. You can combine: * Pipeline + stage * Owner (specific human, any human, specific agent) * Tags * Custom field values * Date (creation, last activity, next action) * Potential value (range) Filters can be **saved** for reuse. They are per-user — each person has their own. ## Next steps How to work day-to-day: kanban, list view, custom fields, and import. How leads become campaigns managed by Marcus. When an agent is a lead's owner, it operates autonomously.