Migrate from Pipedrive to Thawly

Move your lost deals from Pipedrive to Thawly in 10 minutes. Pipedrive's deal export is one of the simplest in the CRM world — once you've filtered down to the right pipeline, it's a two-click job.

What you need#

• A Pipedrive user with View deals and Export data permissions. Most user roles include export by default; if your admin has restricted it, ask them to flip the "Allow exporting" permission for your role.
• A modern browser. No Pipedrive API token, no integration setup.
• About 10 minutes.

If you're on the Essential plan and don't see the export option, you may need an admin to run the export — Essential restricts some bulk actions but admins can always export.

Step-by-step extraction#

1. Log in to Pipedrive at app.pipedrive.com. Make sure you're on the right company account if you're a member of several.
2. From the left nav, click Deals. [Screenshot: Pipedrive left nav with Deals highlighted]
3. At the top of the deals view, switch from Pipeline view (kanban) to List view using the toggle. List view is what you want for filtering and exporting.
4. Filter to your lost deals. Use the filter bar at the top of the list:
   • Status → Lost.
   • Pipeline → pick the one sales actually uses (skip the recruiting/partner pipelines).
   • Optionally Lost time → Last 3 years to keep the list tight.
5. Choose the columns you want visible by clicking the column-picker icon (top right of the list, looks like a slider). Tick at minimum: Title, Organization, Value, Lost time (or Lost date), Lost reason, and any custom fields you use for competitor or notes. [Screenshot: Pipedrive list view with filter bar and column picker]
6. Save the filter so you can re-run it later. Click Save as new filter at the top — name it something like Lost deals for Thawly. This is also handy when you want to re-export periodically.
7. Click the ... (more actions) menu top-right of the list and choose Export filter results. [Screenshot: Pipedrive list view with the more-actions menu open and Export selected]
8. In the export dialogue, choose CSV (.csv) and confirm. Pipedrive runs the export and emails you a download link, usually within a minute.
9. Download the file from the email. Open it in Excel or Google Sheets to sanity-check before uploading — you're looking for rows that match your filter and a sensible row count.

Field mapping#

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

• Organization → name (Pipedrive's organisation name is what Thawly matches against Companies House)
• Value → deal_value (already in your account's default currency; strip any leading currency symbol)
• Lost time / Lost date → lost_date
• Lost reason → lost_reason
• Custom Competitor field → lost_to
• Title + custom note fields → notes

If you only export Title and no Organization column (e.g. you don't use organisations consistently in Pipedrive), Thawly will use the deal title and run Companies House matching on it. Works fine, just less reliable.

What to do with the Notes column#

Don't pre-clean. Pipedrive lets you store activity notes against the deal record — paste them in raw. Thawly's AI extracts the structured bits (objection type, the named decision-maker, the named competitor, the budget threshold) on its own. The longer and messier the note, the better the AI does — pre-edited summaries throw away signal.

If you want to bring across the Notes tab against each deal (which Pipedrive stores separately from custom fields), add the Notes column from the column picker — it pulls the most recent note text into the export.

Common gotchas#

• Duplicate companies. It's normal to have several lost deals against the same organisation (Brackenfield Estates Ltd lost twice in 2024, again in 2025). Thawly de-duplicates on lower-cased name within your account, so re-uploading or having repeats is safe.
• Currency mismatches. If you have multiple currencies enabled in Pipedrive, the Value column shows each deal's currency. Either filter to GBP-only deals before exporting, or post-process the CSV to drop non-GBP rows. Mixing currencies skews Thawly's prioritisation.
• Multi-pipeline issues. This is the single biggest gotcha for Pipedrive users. Lots of teams have a Marketing pipeline, Renewals pipeline, Partner pipeline with their own "lost" stages — none of those should go into Thawly. Always filter on the sales pipeline only, then export.
• "Lost" status without a stage. Pipedrive lets you mark a deal as Lost from any stage (you don't have to drag it to a "Closed Lost" column). The Status = Lost filter catches everything, regardless of stage — use that, not a stage-name filter.
• Stale "won" or "open" deals. Don't filter on stage alone — a deal can sit in your last stage and still be Open. Status = Lost is the only reliable filter. Confirm by sanity-checking the Lost time column has a value on every row of your export.

What happens next#

Drop the CSV at thawly.co.uk/upload. Thawly auto-maps the columns, runs Companies House lookup against every organisation name and gives you a per-row preview where you can fix bad matches before importing.

After import, monitoring kicks in on the next signal-source pass. Your first digest lands when something genuinely re-engageable happens — see Reading your digest.

Coming from a different CRM?#

• Migrate from HubSpot — similar two-click export from a list view.
• Migrate from Close — Close's lost-opportunity export is the closest cousin to Pipedrive's flow.
• Migrate from a spreadsheet — if you've already cleaned the data in Excel.

For the philosophy of monitoring lost deals, read Dead deal recovery and Buying signals in B2B sales.