Agency sales pipeline: stages should describe reality, not activity

Use decision-based stages

“Sent email” is an activity. “Qualified,” “proposal sent,” and “closed won” are closer to decision states. Build the pipeline around meaningful transitions.

Give every stage exit criteria

• What must be true to enter
• Who owns it
• What action is due
• What event moves it forward
• When it should be closed/lost

Editorial note: Product features, pricing and vendor terms can change. Verify material purchase details with the vendor before buying.