Why exit criteria matter
When stages are vague, each rep moves deals forward at a different point. Forecasts become guesses and conversion rates mean nothing. Exit criteria based on buyer actions make the pipeline comparable across reps and quarters.
A standard set of stages
- Discovery: a qualified meeting has happened. Exit when the buyer confirms a problem worth solving and a rough timeline.
- Evaluation: the buyer is assessing the solution. Exit when the champion and economic buyer are identified and a demo or trial is complete.
- Proposal: pricing and scope are shared. Exit when the buyer confirms the proposal fits budget and requirements.
- Negotiation: terms are being finalized. Exit when legal and procurement steps are known and scheduled.
- Closed won or closed lost: the deal is signed or ended, with a recorded reason.
Keep it to five or six stages
More stages create more places for deals to stall unnoticed and more debate about where a deal belongs. If you need detail, use required fields within a stage instead of adding stages.
Assign probabilities from your own data
Default CRM probabilities are rarely accurate. After two or three quarters, calculate the actual win rate from each stage and use those numbers for forecasting.
Review stalled deals weekly
Set a maximum number of days per stage based on your average cycle. Deals that exceed it should be reviewed, advanced with evidence, or closed out.
Frequently asked questions
How many pipeline stages should we have?
Five or six is enough for most B2B sales motions.
Should marketing stages be in the pipeline?
Keep lead and MQL stages in the lifecycle, separate from opportunity stages, so pipeline only includes qualified deals.
What is a healthy pipeline coverage ratio?
Many teams aim for three to four times their quota in qualified pipeline, adjusted for their actual win rate.
