Sales Funnel
The Logic of the Customer Journey to the Deal
When you need this section
The funnel exists in CRM, but salespeople do not know when to move a deal to the next stage. There is no logic - just guesswork.
CRM stages are a formality
Salespeople move deals however they like, not by process logic.
Deals get stuck
Many deals sit at one stage with no movement - it is unclear what to do next.
Conversion drops in unpredictable places
There is no understanding at which stage and why customers are lost.
New salespeople do not get the logic
Each stage requires the manager to explain it - there are no documented criteria.
Sales forecasting is unreliable
Deals in the "final stage" fall through - there are no clear close-readiness criteria.
A funnel description that works inside CRM
The result is a working document, not theory.
Funnel stages by meaning
- Name and purpose of each stage
- What has to happen for a transition
- Which document or fact confirms the stage
Transition criteria
- Specific conditions - not "they seem ready" but facts
- A checklist for the salesperson at each stage
- Signals that the customer is ready for the next step
Common mistakes
- Why deals get stuck at each stage
- What the salesperson does wrong
- How to fix it
What's inside the section
A detailed structure with concrete content.
Funnel stages
5-8 stages from first contact to closed deal - each with a clear name and meaning.
Transition criteria
What exactly has to happen for a deal to move to the next stage. Facts, not feelings.
Activities at each stage
What the salesperson does at each step: calls, sends a proposal, runs a meeting, agrees the contract.
Time standards
The maximum time a deal can sit at each stage with no movement - the trigger for an alert.
The creation process
A clear process - from briefing to the final document.
Stages, CRM logic, bottlenecks
How deals actually move
Stages, criteria, standards, mistakes
Edits, clarifications, final version
Minimum from you
We need your time and access to data. We handle the rest.
Access to CRM with real deals
2-3 salespeople for interviews
Conversion stats (if available)
Examples of lost deals with reasons
Honest answers
Questions clients ask before we start.
How many stages should there be?
Usually 5-7. Fewer means too little detail, more means salespeople get lost.
Do we need to change CRM for the new funnel?
The funnel is designed around your process. CRM is then configured to match the funnel, not the other way around.
What if there are several products with different funnels?
We build several funnels - one for each deal type.
Is this section only for salespeople?
For salespeople and the manager - it gives a shared language and a single understanding of the process.
Ready to build a sales playbook your team will actually use? Book a 30-minute review - we will show what your playbook will include and the impact you can expect.
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