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Lead stage definitions: a template for your CRM
Pipeline reports are only useful when everyone agrees on what each stage means. Use this template as a starting point and adapt it to your sales process.
| Stage | Definition | Exit criteria |
|---|---|---|
| New | Enquiry received, not yet contacted | First contact attempted |
| Contacted | Two-way conversation started | Need, budget and timeline captured |
| Qualified | Matches your ideal customer and has a real need | Proposal, quote or demo scheduled |
| Proposal / Demo | Quote sent or demo held | Customer decision |
| Won | Paid, booked or order confirmed | — |
| Lost | Not proceeding | Reason recorded |
| Nurture | Interested but not now | Follow-up date set |
Lost reasons to track
- Price
- Timing
- Chose a competitor
- No response
- Not a fit (budget, location, product)
Rules that keep data clean
- Every lead in an open stage has a next action date.
- Leads can't move to Lost without a reason.
- Review stuck leads weekly: anything with no activity for 14 days.
These definitions also make it possible to send meaningful "qualified lead" signals back to ad platforms.
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