When you connect your CRM to Snitcher, you can filter and segment the companies visiting your website by data that lives in your CRM, things like deal stage, lifecycle stage, deal value, and record owner, not just Snitcher's own visit and firmographic data.
This lets your segments reflect where a company actually sits in your pipeline.
Why it matters?
Two of the most common things customers do with CRM filters:
Lost-deal reactivation. Build a segment of companies tied to a lost or closed deal, and get alerted when one of them comes back to your website, a strong signal to re-engage at exactly the right moment.
Owner-based routing. Segment companies by their deal or account owner, then send alerts straight to that owner, so the right rep hears about their own accounts returning without anyone manually sorting leads.
Other common uses include prioritising companies already in a specific (or late) deal stage, and keeping your outreach clean by filtering on lifecycle stage so you handle existing pipeline differently from net-new visitors.
Prerequisites
Just a connected CRM. Once your CRM integration is connected, the standard set of CRM filter fields appears automatically, there's nothing to map or enable first.
Snitcher supports CRM filters for HubSpot, Salesforce, Pipedrive, Zoho, Microsoft Dynamics, and Attio. If you haven't connected yet, see the related articles at the bottom.
Setting up a CRM filter
Open your Inbox (the company list view) and click Add filter.
In the filter picker, find the group named after your CRM, for example HubSpot Data, Salesforce Data, or Pipedrive Data.
Your CRM's standard fields are listed there (example below) 👇
Pick a field.
Fields are grouped by entity and labelled like Organisation - Lifecycle Stage, Deal - Stage, Deal - Owner, or Deal - Amount. Each CRM group also includes a {CRM} Synced yes/no option so you can filter on whether a company exists in your CRM at all.
Choose an operator and value.
The operators available depend on the field type (see Operators below).
Combine it with any other filters you like, then save the result as a Segment using the Save segment dialog.
Example: lost-deal reactivation
Say you want to know when a company you previously lost comes back to your site.
In the Inbox, add a filter from the {CRM} Data group.
Filter Deal - Stage to your closed-lost stage (there's no separate "closed-won/lost" field, you express it through the deal stage).
Save it as a Segment, then attach an automation that alerts your team (for example in Slack) when a company in that Segment is active on your site.
You can make this sharper by mapping a "deal lost date" from your CRM into Snitcher and adding it as a condition, so the alert only fires after a cool-down period rather than the moment a deal is marked lost.
Bringing in extra CRM fields like this is done through Custom Fields, see below.
A second popular pattern: segment by Deal - Owner or Organisation - Owner, then route the alert directly to that owner, so each rep is notified about their own returning accounts.
Operators
The operators you can choose depend on the field's type:
List / option fields (e.g. Lifecycle Stage, Deal Stage): Is, Is Not, One Of, Not One Of, Is Known, Is Unknown. Options are searchable.
Number fields (e.g. Deal Amount): Equals, Doesn't Equal, Less/Greater Than (or equal), Between, Not Between, Is Set, Is Not Set.
Date fields: Equals, Less/Greater Than (or equal), Between, Not Between, relative (More/Exactly/Less than X days), Is Set, Is Not Set.
Yes/No fields (including {CRM} Synced): Is True, Is False, Is Known, Is Unknown.
Text fields (e.g. Deal Name): Equals, Doesn't Equal, Starts/Ends With, Contains/Doesn't Contain, and more.
Bringing in other CRM fields (Custom Fields)
The {CRM} Data group covers a standard set of Organisation and Deal fields. If you need to filter on a CRM field that isn't in that set, for example a custom property like "MRR" or "account type", you can map it into Snitcher as a Custom Field.
Mapped Custom Fields appear under their own Custom Fields filter group, separate from the {CRM} Data group, and are company-level. See [the Custom Fields guide] for how to set those up.
Things to know
The available fields differ by CRM. The {CRM} Data group shows a standard set of Organisation and Deal fields, but the exact fields (and their names) depend on your CRM, so the quickest way to see what's available for yours is to open the filter picker and look.
Only a standard set of fields is filterable directly in the {CRM} Data group, not every CRM property. To filter on anything outside that set, map it via Custom Fields (above).
CRM values sync on a schedule, not in real time. Snitcher refreshes CRM data about every 30 minutes, so a change in your CRM (like a deal moving stage) can take up to around half an hour to show up in a Segment.
Deal fields only appear if Snitcher can access deals for your CRM. If deals aren't accessible (for example the integration is disconnected or lacks deal access), the Deal fields are simply left out of the picker.
Filters only appear for a connected CRM. Each {CRM} Data group shows up only when that CRM is connected for your workspace.
Troubleshooting
I connected my CRM but don't see any CRM fields to filter on. Confirm the CRM is fully connected under Settings > Integrations. The standard fields appear automatically once it is.
My deal fields disappeared. Deal fields are hidden when Snitcher can't access deals for that CRM, usually because the integration is disconnected or the connected account/plan lacks deal access. Reconnect or check deal access, and they'll return.
A recent CRM change isn't showing in my Segment. CRM data syncs about every 30 minutes, so give it up to half an hour to catch up.