> ## Documentation Index
> Fetch the complete documentation index at: https://docs.useinari.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Customers and Companies

> Close the loop with customers and companies captured in Inari

## Customers and Companies

As new feedback data is added in Inari, all customers and companies that are associated with each feedback gets captured in the `Customers` page.

The `Customers` page serves as a "CRM" for product teams to consolidate the list of customers and companies sharing feedback, are being attributed to insights, and are making specific feature requests to close the loop with.

## Connect CRM

Inari offers direct integrations with HubSpot and Salesforce where orgs can sync with 1 CRM, select the custom fields from within the CRM to ingest into Inari, then enrich their customer, company, and feedback data with GTM context.

Most importantly, connecting a CRM allows your team and Inari to pull in fields such as ARR, Deal Size, Deal Type, and Pipeline Stage to support product prioritization decisions.

You can connect a CRM and customize the field mappings in the `Sources` page and `Connect CRM` tab.

## Revenue Impact

`Revenue Impact` is tracked per company and can be pulled from multiple sources since it can exist in multiple places:

1. If a CRM is connected, Inari will set `Revenue Impact` based on the CRM field that is mapped to it.
2. If a CRM is not connected, `Revenue Impact` can be manually set in the `Company` detail panel.
3. If no `Revenue Impact` is manually set, the metric is set based on the Company Persona attached to the account.

## Deal Type

`Deal Type` shows whether the company is an prospective, existing, or churned customer.

If a CRM is connected, Inari will use the deal type attached to the account instead based on which CRM field is mapped to it. If no CRM is connected, `Deal Type` can be manually set in the `Company` detail panel.

## Deal Stage

`Deal Stage` shows what sales pipeline stage the company is in based on its deal or opportunity.

If a CRM is connected, Inari will use the deal stage attached to the account instead based on which CRM field is mapped to it. If no CRM is connected, `Deal Stage` can be manually set in the `Company` detail panel.

## Personas

Custom `Personas` can be created for customers and companies to help with segmentation when analyzing metrics and globally setting `Revenue Impact` values if the CRM hasn't set the value for a company.