Pipeline Design: Stage Definitions
Day 20 of 30 · B2B Sales 2026 Masterclass
Write entry/exit criteria and required fields per stage so your pipeline is not opinion-based.
Learning Goal
- Create stage list with entry/exit criteria.
- Define required fields per stage.
- Publish a one-page pipeline checklist.
Why It Matters
- Without definitions, stage meaning is person-dependent.
- Without fields, no reporting/automation.
- Unified forecast and faster risk signaling.
Explanation
Entry/exit
- Entry: what must be true to enter (e.g., ICP + pain + decision maker).
- Exit: proof of progression (e.g., decision process known, paper process started).
Required fields
- Next step + date + owner.
- Source, value, probability (optional), lost reason (if dropped).
Examples
Good: Each stage has entry/exit criteria + required fields.
Bad: “I put it here after a call if I feel like it.”
Guided Exercise (10–15 minutes)
- List stages (Lead, SQL, Discovery, Proposal, Negotiation, Close).
- Write entry/exit for each.
- List required fields.
Independent Exercise (5–10 minutes)
Fill required fields on 5 live deals; fix gaps.
Self-check
- Stage definitions done.
- Entry/exit defined.
- Required fields listed.
- Applied to 5 deals.
Optional Deep Dive
- Pipeline design tips: https://www.gong.io/blog/sales-pipeline-stages/
- Stage conversion reporting: https://knowledge.hubspot.com/reporting/create-reports