Migrate from Less Annoying CRM to Thawly

Move your lost pipeline data from Less Annoying CRM to Thawly in 10 minutes. Less Annoying CRM (LACRM) is, true to its name, one of the simpler CRMs to export from — a saved pipeline filter and a single export action are all you need.

What you need#

• A Less Annoying CRM user with Export permission. LACRM has a flat permission model — every user can export their own data, and admins can export everyone's. If you're an admin or a user-level account on the standard $15/user/month plan, you're set.
• A modern browser. No LACRM API key, no integration setup.
• About 10 minutes.

LACRM doesn't have a heavy permission system, so export rarely gets blocked. If something looks off, it's usually because you're filtered to your own pipelines only — switch to All users' pipelines at the top of the page if you want to export the whole team's data.

Step-by-step extraction#

1. Log in to Less Annoying CRM at lessannoyingcrm.com.
2. From the top nav, click Pipelines. [Screenshot: Less Annoying CRM top nav with Pipelines selected]
3. Pick the pipeline your sales team uses for new business (LACRM lets you create multiple pipelines — one per workflow). If you have a single sales pipeline, that's the one.
4. Switch from board view to Spreadsheet view using the toggle at the top of the pipeline. Spreadsheet view is the only one that exports cleanly.
5. Apply filters from the filter bar:
   • Status → Lost (or your team's custom lost-status name — LACRM lets admins rename statuses).
   • Optionally Date Closed → In the last 3 years.
6. Add the columns you want visible by clicking Customize columns at the top right of the spreadsheet. Tick at minimum: Pipeline Item Name, Linked Company (the company contact attached to the pipeline item), Pipeline Item Value, Date Closed, Lost Reason (or your custom equivalent), Notes, plus any custom fields. [Screenshot: LACRM Spreadsheet view with column-customise dialogue]
7. With the filtered spreadsheet visible, click the Export button at the top right.
8. LACRM downloads the CSV directly to your browser (no email link — LACRM exports are typically small enough to download instantly).
9. Open the CSV in Excel or Google Sheets to sanity-check the row count before uploading.

Field mapping#

Thawly's importer auto-maps any reasonable header. For reference:

• Linked Company → name (used for Companies House matching)
• Pipeline Item Value → deal_value (GBP)
• Date Closed → lost_date
• Lost Reason (custom field) → lost_reason
• Custom Competitor field → lost_to
• Notes + custom long-text fields → notes

LACRM uses Pipeline Items as a generic deal-equivalent and links each one to a Company contact. Make sure the Linked Company column is populated on every row before exporting — LACRM allows pipeline items without a linked company, and those rows will need manual cleanup before Thawly can match them.

What to do with the Notes column#

Don't pre-clean. LACRM stores notes against pipeline items in a free-text Notes field. Paste the raw notes straight in. Thawly's AI summarises long activity logs and extracts structured signals (objection type, decision-maker title, competitor name, budget threshold) on its own.

LACRM's notes tend to be the messiest of any CRM in this list — because the tool is built around plain-text simplicity, AEs often paste call summaries, email excerpts and freeform thoughts into one big notes field. That's perfect for Thawly's AI; the more raw context, the sharper the draft message.

Common gotchas#

• Duplicate companies. LACRM allows multiple pipeline items against the same Company (Marsden Ltd lost three times in 2024). Thawly de-duplicates on lower-cased company name on import, so duplicates in the CSV are safe.
• Currency mismatches. LACRM doesn't support multi-currency natively — every value is just a number in whatever currency the user typed. If your team operates internationally, you may need to convert to GBP in Excel before uploading. Single-currency teams (which is most LACRM users) can skip this.
• Multi-pipeline issues. LACRM lets you set up multiple pipelines per account, which is how teams handle different workflows (sales, onboarding, partner referrals). Filter on the Pipeline column in the export — don't pull all pipelines into one CSV.
• Stale "won" or "open" deals. LACRM's Status field defaults to Won, Lost and Open, but admins can rename or add statuses. Filter on the exact Lost status name your team uses. Sanity-check the Date Closed column has a value on every export row.
• Lost Reason is a custom field, not a default. LACRM doesn't ship with a Lost Reason field — you'd have to add one as a custom field on the pipeline. If your account doesn't have one, the CSV's lost_reason column will be blank, which is fine for Thawly's AI but the draft messages will be less specific.

What happens next#

Drop the CSV at thawly.co.uk/upload. We auto-map the columns, run a Companies House lookup on every Linked Company name and show you a per-row preview before importing.

After import, monitoring runs on the next signal-source pass. Your first digest only lands when there's a real signal — see Reading your digest.

Coming from a different CRM?#

• Migrate from Capsule CRM — similar lightweight, UK-favourite CRM with a comparable export workflow.
• Migrate from Pipedrive — common landing place for teams who outgrow LACRM.
• Migrate from a spreadsheet — if you've already cleaned the data in Excel.

For the bigger picture, read Dead deal recovery and Buying signals in B2B sales.