A CRM may include stages such as “New”, “In progress”, “Negotiation”, and “Won”. But the pipeline report is of little use if one rep marks “Negotiation” after the first call while another waits until the terms are agreed.
Each stage needs an observable exit criterion: an action that happened, something the customer confirmed, or a document received. A clear criterion helps the team handle deals consistently and makes reports more useful.
Map the customer's journey first
Start with the real sales process, not the CRM settings. Ask reps to recall a few recent wins and losses. Write down the events between the first enquiry and the customer's decision.
- What does the customer do or tell us at this point?
- What action from the rep moves the conversation forward?
- What fact can we verify after the interaction?
- How long does a deal usually stay at this point?
Group stages around changes in the customer's situation, not every task a rep performs. “Send an email” is usually a task. “The customer has received and is reviewing the proposal” may be a stage if that event matters to your sales model.
Write the exit criterion
A useful formula is: the stage is complete when [verifiable customer fact] is recorded in the CRM. If a definition only says “contacted”, “discussed”, or “interested”, check whether the outcome can actually be confirmed.
An example pipeline outline
Use this as a discussion starter, not a universal pipeline. Adapt the names and criteria to your product, sales cycle, and customer journey.
- New enquiry: source and arrival time are known; an owner is assigned.
- First contact: contact happened, or attempts and the next follow-up date are recorded.
- Need identified: the need, context, and likely decision timing are in the CRM.
- Proposal: the customer confirmed receipt of the terms; a date to discuss the next step is set.
- Decision: the customer shared the outcome, and the reason for the win or loss is recorded.
Agree on an owner and next action
A deal should never be left without someone responsible for it. For every open stage, make the owner, last contact, next step, and due date visible in the CRM. These fields can surface stalled deals before the team loses sight of them.
Agree on what happens when a customer does not reply: a follow-up task, a separate nurture path, or a close with a clear reason. The timing and number of attempts depend on the customer and product; do not copy another team's process without checking.
Check the rules against real deals
Take 10–15 open deals from different reps and apply the new criteria. If similar situations land in different stages, clarify the wording. Then explain which facts to record and what to do with exceptions.
After a week or two, compare CRM entries and ask reps for examples. The aim is not a perfect diagram on paper. It is a shared set of rules that makes pipeline reviews and next decisions clearer.