Template for defining distinct lead & opportunity stages, plus sales & marketing roles at each stage.

1. Stage Definition
New lead, has not been attempted or contacted by sales
Open/Not Attempted
Sales has begun the process of following the lead follow-up
Attempting to Contact
process to reach the prospect live
Prospect has expressed interest in ABC Company and/or
achieving better results, and is interested in learning more; full
Interested
qualification criteria intent/purchase timeline still unknown
Leads
Prospect is interested, but there is no near-term opportunity to
buy (prospect may have other immediate priorities, or may just
Nurture
need more time to consider interest/intent)
Haven't been able to get ahold of prospect after repeated
attempts
Unresponsive
No Further Action Lead is not a qualified prospect
Prospect has a need & budget, and is actively evaluating
Qualified solutions
Demo has been scheduled or completed; working through
Presentation & Demo objections & questions
Opportunities
Formal proposal is in process or has been delivered outlining
Proposal
terms, services, fees
Prospect has verbally agreed to do business; both sides are
Negotiation
working through final legal/term/service/fee details
Close Agreement has been signed and returned
Opportunity has stalled indefinitely or is dead
Closed Lost

2. Sales Next Step(s) Marketing Next Step(s)
Begin follow-up to get on the phone live to qualify Provide scripts and response offers as needed to
as opportunity increase call-backs
Continue follow-up attempts via phone, email, Provide scripts and response offers as needed to
"zero out" to reach prospect live increase call-backs
Once prospect has been qualified, either move into Provide collateral, case studies and other
a "Qualified" opportunity or move to Nurture (if information as needed to help prospect
timeline is long-term or undetermined) determine sales intent
no action Drip marketing to prospect 1-2 times per month
with value-added offers, until they're ready to
engage in a short-term buying cycle again
no action Drip marketing to prospect 1-2 times per month
with value-added offers, until they're ready to
engage in a short-term buying cycle again
no action no action
Get demo commitment, plan next steps and Provide additional support tools as needed (case
timeline to buy (or at least make decision) with studies, etc.) to help accelerate prospect interest
prospect and buying cycle
Get permission to present formal proposal Provide additional support tools as needed (case
studies, etc.) to help accelerate prospect interest
and buying cycle
Get verbal commitment to buy pending finalization no action
of terms
Sign, seal and return baby! no action
victory lap no action
no action Drip marketing to prospect 1-2 times per month
with value-added offers, until they're ready to
engage in a short-term buying cycle again