The 6 stages
1. Prospecting
Definition: contact has been added to a sequenced cadence (3+ touches across email, phone, LinkedIn). Account is in the ICP. No reply yet.
Exit criteria: positive reply, conversation booked, or end of cadence reached.
Typical conversion to next stage: 8-15%
2. Conversation
Definition: the prospect has responded with anything other than "no" or "unsubscribe." Includes "send me more info," "not now but circle back in Q3," and accepted meeting invites.
Exit criteria: discovery call booked OR added to nurture for a future quarter.
Typical conversion to next stage: 40-55%
3. Qualified (SDR → AE handoff)
Definition: discovery call completed by the SDR or AE. Pain, authority, and budget proxy are documented. AE has accepted the lead.
Exit criteria: deal moves to a working scope or pilot.
Typical conversion to next stage: 45-60%
4. Working deal
Definition: multi-threaded engagement. At least two stakeholders involved. Pilot, technical demo, or business case in motion.
Exit criteria: proposal sent and acknowledged.
Typical conversion to next stage: 50-65%
5. Negotiation
Definition: pricing, terms, and timeline being finalised. Procurement or legal engaged.
Exit criteria: signed contract.
Typical conversion to next stage: 75-85%
6. Closed-won
Definition: countersigned, paid invoice or PO confirmed, AE handoff to CS scheduled. Terminal stage.
End-to-end conversion (Prospecting → Closed-won): typically 1-3%.