CRM stage hygiene your forecast can survive
B2B forecasting breaks when stages mean different things to different reps. Here is a lightweight standard that still respects nuance.
By Morgan Ellis
Stages should encode customer truth, not rep optimism. If leadership cannot explain why a deal sits in a stage, the CRM has become theater.
Evidence, not vibes
- Discovery complete when budget owner and technical evaluator are named.
- Proposal when commercial terms are issued, not when a deck exists.
- Negotiation when procurement or legal is actively engaged.
Cadence that keeps data fresh
Weekly pipeline reviews should surface stale opportunities automatically. Managers coach on exits—win, lose, or defer—not on repainting dates.
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