The 7 stages
1. New (MQL)
Definition: a lead has hit your scoring threshold via product signup, content download, or website form. They are not yet a "buyer" — just a person who raised a hand.
Exit criteria: contact reached for a discovery call OR disqualified.
Typical conversion to next stage: 35-45%
2. Discovery scheduled
Definition: a 20-30 minute discovery call is on the calendar. Lead has confirmed verbally or via accept.
Exit criteria: call happens (no-shows go back to New) and a real problem is articulated.
Typical conversion to next stage: 60-75%
3. Qualified
Definition: BANT-equivalent established. There is a problem worth solving, a person who can buy, money in the budget envelope, and a timeline under 12 months.
Exit criteria: technical evaluation or pilot is scoped and agreed.
Typical conversion to next stage: 55-70%
4. Evaluation
Definition: the prospect is actively using a pilot, trial, or proof of value. Success metrics are documented.
Exit criteria: champion confirms internal recommendation to buy.
Typical conversion to next stage: 45-60%
5. Proposal
Definition: pricing and scope are out for review. The economic buyer has seen the number.
Exit criteria: verbal yes, signature on the way.
Typical conversion to next stage: 60-75%
6. Negotiation / Legal
Definition: redlines, MSA review, procurement involvement.
Exit criteria: countersigned contract.
Typical conversion to next stage: 80-90%
7. Closed-won
Definition: contract executed, kickoff scheduled, revenue recognised per accounting policy. Terminal stage.
End-to-end conversion (New → Closed-won): typically 4-8%.