The 5 stages
1. Intro call
Definition: a 30-minute introductory conversation booked. Often a warm referral, a content reply, or a request via your website.
Exit criteria: chemistry confirmed both ways, real project surfaced, you've earned the right to scope.
Typical conversion to next stage: 55-70%
2. Scoping
Definition: you are gathering enough detail to write a proposal — stakeholders, success metrics, timeline, internal constraints. Sometimes a second or third call. Often a paid discovery sprint.
Exit criteria: proposal sent.
Typical conversion to next stage: 65-80%
3. Proposal sent
Definition: a written proposal with scope, deliverables, timeline, and investment is in the client's hands. Open and click-tracked.
Exit criteria: scope agreed verbally, even if the number is being worked through.
Typical conversion to next stage: 45-60%
4. Final round / Pitch
Definition: in-person or video pitch to a wider group, often against other agencies. Sometimes skipped for direct referrals or smaller projects.
Exit criteria: verbal selection.
Typical conversion to next stage: 35-50%
5. SOW signed
Definition: countersigned SOW or MSA + SOW. Deposit invoice issued. Kickoff scheduled. Terminal stage.
End-to-end conversion (Intro call → SOW signed): typically 12-25%, depending on how qualified the top of funnel is.