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Pipelines and Opportunities

Move opportunities cleanly

Define exit conditions for each stage.

Intermediate20 minWeek 1
Related training lesson: Week 1: Pipelines and Opportunity Stages

Purpose

This SOP helps you define how opportunities should move through a pipeline without creating duplicate records, unclear stages, or broken reporting. Creating the pipeline is only the first step. The team also needs to know when an opportunity should move, who should move it, and what should happen when it moves. Clean opportunity movement keeps reports accurate and workflows safe.

When to Use This SOP

Use this SOP when:

  • A pipeline already exists
  • Opportunities are not moving consistently
  • Some team members move stages manually and others do not
  • Workflows are moving opportunities unexpectedly
  • Duplicate opportunities are being created
  • Won, Lost, and Follow-Up Later stages are unclear
  • Reporting does not match reality

Before You Start

  • You should already have a pipeline drafted or built.
  • Do not focus on automation first. Focus on stage movement rules.

You should have:

  • A list of pipeline stages
  • Definitions for each stage
  • A basic sales or appointment process
  • Knowledge of which workflows may create or update opportunities
  • Agreement from the people who manage opportunities

Step-by-Step Procedure

  1. 1
    Review the pipeline stages

    Open the pipeline and review each stage in order.

    For each stage, ask:

    • What does this stage mean?
    • How does an opportunity enter this stage?
    • How does an opportunity leave this stage?
    • Who is responsible for reviewing this stage?
    • Should this stage be moved manually or automatically?
    • What happens if the opportunity sits here too long?

    If the answer is unclear, document the issue before changing anything.

  2. 2
    Define manual movement rules

    Some opportunity movement should stay manual because it depends on human judgment.

    Manual movement is often best for:

    • Marking an opportunity Lost / Not a Fit
    • Moving an opportunity to Follow-Up Later
    • Confirming a proposal was actually reviewed
    • Moving a lead after a sales conversation
    • Handling unusual cases
    • Updating opportunities after a personal call

    Manual does not mean random. Manual movement still needs rules.

    Example:

    Move to Lost / Not a Fit only when the lead is unqualified, declined, cannot be served, or clearly will not move forward.

  3. 3
    Define workflow movement rules

    Some opportunity movement can be automated when the event is clear.

    Workflow movement may be useful when:

    • A form is submitted
    • A calendar is booked
    • An appointment status changes
    • A document is signed
    • A payment is received
    • A tag is applied intentionally
    • A workflow reaches a known outcome

    Automated movement should only happen when the trigger is specific and tested.

    Do not let broad triggers move opportunities unless filters and stop conditions are clear.

  4. 4
    Avoid duplicate opportunities

    Duplicate opportunities make reporting unreliable.

    Before creating a new opportunity automatically, decide:

    • Should the workflow update an existing opportunity instead?
    • What pipeline should the opportunity be in?
    • What stage should it enter?
    • What should happen if the contact already has an open opportunity?
    • Should the team review before creating another one?
    • Should old opportunities be closed first?

    Duplicate opportunities often happen when multiple forms, calendars, or workflows create opportunities without checking what already exists.

  5. 5
    Define stage exit conditions

    For each stage, define the event that moves the opportunity forward, backward, or out of the pipeline.

    Examples:

    New Lead exits when:

    • First contact attempt is made
    • Appointment is booked
    • Lead is marked not a fit
    • Lead is moved to Follow-Up Later

    Appointment Booked exits when:

    • Appointment is completed
    • Appointment is cancelled
    • Contact no-shows
    • Appointment is rescheduled

    Proposal Sent exits when:

    • Proposal is signed
    • Proposal is declined
    • Follow-up date is set
    • Opportunity is moved to Lost / Not a Fit

    Won exits when:

    • The opportunity becomes a client, customer, or completed sale

    Lost / Not a Fit exits only if the business intentionally reopens the opportunity.

  6. 6
    Define Won logic

    Won should mean a real business outcome happened.

    Depending on the business, Won may mean:

    • Payment received
    • Agreement signed
    • Proposal approved
    • Client onboarded
    • Service purchased
    • Internal approval completed

    Do not mark opportunities Won just because a meeting went well. Won should represent a clear outcome the business agrees on.

  7. 7
    Define Lost / Not a Fit logic

    Lost / Not a Fit should also be clear.

    Reasons may include:

    • Not qualified
    • No budget
    • No response after defined attempts
    • Chose another provider
    • Not in service area
    • Requested service is not offered
    • Bad fit
    • Duplicate opportunity

    If possible, document lost reasons using a field, note, or clear internal process. This helps future reporting.

  8. 8
    Define Follow-Up Later logic

    Follow-Up Later is for valid opportunities that should not be considered lost.

    Use it when:

    • The contact is interested but not ready
    • Timing is wrong
    • A future check-in date is needed
    • The lead is qualified but delayed
    • A seasonal or budget timing issue exists

    Do not use Follow-Up Later as a junk drawer. Add a follow-up date, task, or note so the opportunity does not disappear.

  9. 9
    Audit workflow movement

    Review workflows that create or move opportunities.

    Look for:

    • Form submission workflows
    • Calendar booking workflows
    • Appointment status workflows
    • Tag-added workflows
    • Payment or document workflows
    • Manual trigger workflows

    Confirm each workflow moves opportunities according to the rules.

    If a workflow is moving opportunities without clear logic, pause and review before leaving it active.

  10. 10
    Document the movement rules

    Create an opportunity movement guide.

    For each stage, document:

    • Stage name
    • What it means
    • Entry condition
    • Exit condition
    • Manual or automated movement
    • Responsible owner
    • Related workflow, if any
    • Notes or exceptions

    This guide helps team members maintain consistency.

Checks Before You Finish

  • ✓Before this SOP is complete, confirm:
  • ✓Every stage has an entry rule
  • ✓Every stage has an exit rule
  • ✓Manual movement rules are documented
  • ✓Workflow movement rules are documented
  • ✓Duplicate opportunity risk has been reviewed
  • ✓Won has a clear definition
  • ✓Lost / Not a Fit has a clear definition
  • ✓Follow-Up Later has a clear definition
  • ✓Workflows that move opportunities are reviewed
  • ✓The team knows who is responsible for stage movement

Common Mistakes

Watch for these

Avoid these mistakes:

  • Moving opportunities based on personal opinion instead of stage rules
  • Marking opportunities Won too early
  • Using Lost / Not a Fit as a cleanup bin
  • Using Follow-Up Later with no follow-up date
  • Letting multiple workflows create opportunities for the same contact
  • Not checking for existing opportunities before creating new ones
  • Automating movement from broad triggers
  • Forgetting to document manual movement rules
  • Trusting reports when opportunity movement is inconsistent

Related SOPs

← Back to SOP LibraryContinue to Week 1: Pipelines and Opportunity Stages