Define stages that match buyer actions, configure CRM pipeline architecture, and set qualification criteria that keep forecasting honest always.
Most sales pipelines are broken from the start. They're filled with stages like "contacted," "qualified," and "proposal sent" that reflect seller activity, not buyer progress. This makes forecasting impossible and hides where deals actually stall. A properly structured pipeline maps to what buyers do not what sellers do. Stages should be factual, inspectable, and buyer-centric. When configured correctly, your pipeline becomes a forecasting tool that shows exactly where revenue is coming from and where deals get stuck. This chapter shows you how to design pipeline stages that reflect reality, configure them in your CRM, and set criteria that keep deals moving honestly through each stage.
Build rules that distribute leads to the right reps based on territory, company size, or product fit so every lead gets handled fast.
Most sales processes are cobbled together inconsistent stages, unclear handoffs, and no visibility into what's working. A proper process turns chaos into predictability. Define stages that match how buyers actually decide, automate the busywork, and track metrics that reveal bottlenecks before deals stall.
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Define pipeline progression steps to standardise how reps advance opportunities and give managers visibility into where deals stall or convert unexpectedly.
Map every touchpoint from initial awareness to repeat purchase, creating seamless experiences that guide prospects toward conversion.
Calculate the percentage of visitors who complete desired actions to identify friction points and measure the effectiveness of marketing and product changes.
Measure the month-over-month growth in qualified leads to predict future revenue and catch pipeline problems before they impact revenue three months later.
