Funnels - Lead, Contact, Account, Opportunity Statuses and Stages

Lead, Contact, Account, Opportunity Statuses, and Stages

Organizations typically have various status and stage fields that are set for the individuals, accounts, and opportunities - which are manually or automatically updated as they are qualified or progress through the sales cycle.

Based on the record’s field value and when these events occur, they can trigger various Funnel Stages. While your organization’s values might be different, here is a general example of their setup and their overall hierarchy.

Stage 1: Awareness

An inbound event has taken place on a lead or contact associated with an account. This could be an email response to a salesperson, a website page visit, or any non-CRM-bound campaign activity (AKA “source system is not Salesforce”).

Exit Criteria: The person associated with the event (if known) is moved to a Status containing “Invalid” or “Disqualified.”

Time Out: If there isn’t another inbound response within 180 days, the account will move back into the “Prospect” pool and re-enter Awareness once they engage again. The number of days can easily be modified in the stage configuration screen.

Stage 2: Automatically Qualified Account

An inbound event from your CRM campaign object has occurred. 

Note: This rule does not look outside of campaign member activity by default, so if you want meetings or certain successful phone calls recorded in your CRM to automatically qualify an account, you’ll need to work with your Customer Success team to modify this rule.

Exit Criteria: The person associated with the event (if known) is moved to a Status containing “Nurture” or “Disqualified.”

Time Out: If there isn’t another inbound response within 180 days, the account will move back into the “Prospect” pool and re-enter Awareness once they engage again. The number of days can easily be modified in the stage configuration screen.

Stage 3: Sales Qualified Account

An opportunity exists against the account with a probability of less than 10%.

Note: This rule can easily be modified to fit your organization’s opportunity stage structure by changing the probability to map to your standard setup. For example, if the first stage that meets your pipeline threshold is 15%, you can update the probability to less than 15% by editing the rule in the configuration screen. Also, if you don’t have an inside sales team and your account executives create an opportunity that automatically registers at greater than 15%, you can simply delete this rule.

Exit Criteria: Is Closed = true and Probability is 0%.

Time Out: N/A

Stage 4: Opportunity

An opportunity exists against the account with a probability of greater than 10%.

Note: This rule can easily be modified to fit your organization’s opportunity stage structure by changing the probability to map to your standard setup. For example, if the first stage that meets your pipeline threshold is 15%, you can update the probability to 15% or greater by editing the rule in the configuration screen. 

Exit Criteria: Is_closed = true and Probability is 0%.

Time Out: N/A

Stage 5: Customer

An opportunity exists against the account with a probability of 100% or a Stage of Closed Won. Meeting this stage is considered a “Success” and ends the journey. Once the journey is completed, an account cannot re-qualify unless you update the configuration to allow churned accounts.

Exit Criteria: N/A

Time Out: N/A


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