Why Most Pipeline Setups Fail Small Teams
Enterprise CRM playbooks don't work for small teams. They suggest 7-10 stages with complex exit criteria, probability percentages, and automated workflows.
The result? You spend more time managing your pipeline than working it.
Small teams need a different approach:
- Fewer stages (4-5 max) that reflect real sales actions
- Clear criteria for moving between stages (no ambiguity)
- Time-based triggers so nothing falls through the cracks
The 5-Stage Pipeline for Lean Teams
This pipeline works whether you're using a CRM, Notion, or a spreadsheet:
Pipeline Stages
| Stage | Definition | Exit Criteria |
|---|---|---|
| 1. Prospect | Identified but not yet contacted | First outreach sent |
| 2. Outreach | Contacted, waiting for response | They replied OR cadence complete |
| 3. Engaged | Two-way conversation started | Meeting scheduled OR declined |
| 4. Meeting | Discovery/demo scheduled or completed | Clear next step agreed OR no fit |
| 5. Closing | Proposal sent, negotiating | Won OR Lost |
That's it. Five stages that cover the full journey from stranger to customer.
Stage Definitions (Detailed)
Stage 1: Prospect
What it means: You've identified this person as a potential buyer, but you haven't reached out yet.
What lives here:
- Names from research or list building
- Inbound leads you haven't contacted
- Referrals you need to follow up on
Exit criteria: Move to Outreach when you send your first email, LinkedIn message, or make your first call.
Prospect Stage Checklist
Stage 2: Outreach
What it means: You've made contact but haven't gotten a response yet.
What lives here:
- Anyone you've emailed, messaged, or called who hasn't replied
- People in the middle of your follow-up sequence
Exit criteria:
- Move to Engaged if they reply (even "not now" counts as a response)
- Move to Closed-Lost or archive after your cadence ends (5-7 touches with no reply)
Stage 3: Engaged
What it means: They've responded. You're in a two-way conversation.
What lives here:
- Anyone who replied to an email or message
- LinkedIn connections who DM'd back
- People who said "not now but check back later"
Exit criteria:
- Move to Meeting when you schedule a call or demo
- Move to Closed-Lost if they explicitly decline
- Stay in Engaged if nurturing (but set a follow-up date)
Stage 4: Meeting
What it means: You have a meeting scheduled or recently completed. This is discovery/demo territory.
What lives here:
- Scheduled calls (discovery, demo, intro)
- Recently completed calls waiting for next steps
Exit criteria:
- Move to Closing when there's a clear buying signal (proposal requested, pricing discussion)
- Move to Closed-Lost if no fit or they go dark after the meeting
Stage 5: Closing
What it means: You're actively working toward a decision. Proposal is out or in progress.
What lives here:
- Proposal sent, waiting for response
- Contract negotiation
- Pending internal approval on their side
Exit criteria:
- Closed-Won: They sign/pay
- Closed-Lost: They say no or go dark for 30+ days
Time-Based Triggers
Stages without time triggers lead to deals rotting in your pipeline. Here's when to act:
Pipeline Time Triggers
| Stage | Max Time | Action if Exceeded |
|---|---|---|
| Prospect | 7 days | Either reach out or remove |
| Outreach | 14-21 days | Finish cadence, then archive or nurture |
| Engaged | 14 days | Push for meeting or ask if timing is off |
| Meeting | 7 days post-meeting | Follow up for next steps or mark lost |
| Closing | 30 days | Final push or mark lost |
Simple Tracking Template
You don't need a fancy CRM. Here's a spreadsheet structure that works:
Pipeline Tracker Columns
| Column | What to Track |
|---|---|
| Name | Contact name |
| Company | Their company |
| Stage | Current pipeline stage (dropdown) |
| Last Touch | Date of last outreach |
| Next Action | What you need to do next |
| Next Action Date | When to do it |
| Notes | Context (what was discussed, their situation) |
| Deal Value | Estimated value (optional) |
Sort by "Next Action Date" to see what needs attention today.
Weekly Pipeline Review (15 minutes)
Once a week, review your pipeline to keep it clean:
Weekly Review Checklist
Anything past its time trigger? Either take action or archive.
Move deals that should have progressed (or regressed).
Every deal should have a clear next step with a date.
Is Outreach full but Meeting empty? Adjust your focus.
Common Mistakes
Mistake 1: Too many stages
If you have 8+ stages, you're probably splitting hairs. "Qualified" and "Discovery" can usually be one stage. Simplify.
Mistake 2: Letting deals rot
That deal that's been in "Closing" for 3 months? It's not closing. Move it to lost or nurture. False hope clutters your pipeline.
Mistake 3: No "next action" for every deal
If a deal doesn't have a clear next step, it's going to fall through the cracks. Every deal needs a next action and a date.
Mistake 4: Moving too fast
"They seemed interested on the call" doesn't mean they're in Closing. Wait for real buying signals before advancing stages.
How Tempo Manages Your Pipeline
Spreadsheets work but require discipline. Tempo automates the tedious parts:
- Automatic stage tracking: Deals move based on your activity (sent email = moved to Outreach)
- Time-based alerts: Get notified when deals exceed time triggers
- Next action queue: See all your pending next steps in one view
- Pipeline health: Dashboard shows where deals are stuck
Manage your pipeline without the busywork
Tempo tracks deal stages automatically based on your activity.
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