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CRM Pipelines Setup

Timeline: Months 2-3
Owner: Marketing Lead (Configuration), Sales Lead (Sales Process Input)

Why separate pipelines: Each brand, market, or service line may have different sales processes, timelines, and close rates. Track them separately for accurate forecasting.

Pipeline Structure Options​

Choose the structure that fits your business:

Option A: Single Pipeline (Simpler)​

Best for: Single brand, single market, consistent service offerings

Best for: Multiple brands, multiple markets, or distinct service lines (e.g., remodeling + restoration)

Example Multi-Pipeline Structure​

Pipeline 1: Primary Remodeling​

Focus: Kitchen, bathroom, whole-home remodels in your primary market

Deal Stages:

  1. Suspect (New Lead)

    • Probability: 10%
    • Description: Inquiry received, not yet qualified
    • Action: Initial response, qualify via phone/email

  2. Qualified Lead

    • Probability: 20%
    • Description: Budget confirmed, timeline realistic, in service area
    • Action: Schedule in-home consultation

  3. Consultation Scheduled

    • Probability: 40%
    • Description: Appointment on calendar
    • Action: Send Assignment Selling content (process video, pricing guide)

  4. Proposal Sent

    • Probability: 60%
    • Description: Detailed proposal delivered
    • Action: Follow-up within 48 hours, address objections

  5. Negotiation/Review

    • Probability: 75%
    • Description: Discussing terms, timeline, scope adjustments
    • Action: Finalize contract details

  6. Closed Won ✅

    • Probability: 100%
    • Description: Contract signed, deposit received
    • Action: Hand off to project management

  7. Closed Lost ❌

    • Probability: 0%
    • Description: Lost to competitor, budget, timing, or other reason
    • Action: Log lost reason, add to nurture campaign

Typical metrics: Adjust based on your business

  • Average Deal Size: $50,000-$100,000
  • Average Sales Cycle: 45-60 days

Pipeline 2: Restoration/Insurance Work (If Applicable)​

Focus: Storm damage, water damage, mold remediation (insurance-funded projects)

Deal Stages:

  1. Suspect (Emergency Inquiry)

    • Probability: 15%
    • Description: Storm damage or emergency situation
    • Action: Rapid response (within 2 hours)

  2. Qualified Lead

    • Probability: 25%
    • Description: Insurance claim viable, damage assessment complete
    • Action: Coordinate with insurance adjuster

  3. Consultation Scheduled

    • Probability: 50%
    • Description: Site inspection scheduled
    • Action: Document damage, prepare scope

  4. Proposal Sent (to Homeowner + Adjuster)

    • Probability: 65%
    • Description: Estimate submitted to insurance and homeowner
    • Action: Follow up with adjuster, address homeowner concerns

  5. Insurance Approved

    • Probability: 80%
    • Description: Insurance claim approved, scope agreed
    • Action: Finalize contract with homeowner

  6. Closed Won ✅

    • Probability: 100%
    • Description: Contract signed, work order issued
    • Action: Begin restoration work

  7. Closed Lost ❌

    • Probability: 0%
    • Description: Insurance denied, homeowner chose DIY, competitor won
    • Action: Log reason, maintain relationship for future claims

Typical metrics:

  • Average Deal Size: $40,000-$80,000
  • Average Sales Cycle: 30-45 days (faster due to urgency)

Pipeline 3: Expansion Market (If Applicable)​

Focus: New market with lower brand awareness

Key differences from primary market:

  • Qualification more aggressive (brand awareness lower)
  • Include extra Assignment Selling content early (more education needed)
  • Lower probability percentages initially
  • Track separately to measure market penetration

Typical metrics:

  • Average Sales Cycle: 60-75 days (longer in new market)
  • Close rate improves as brand awareness grows

Deal Properties (All Pipelines)​

Required Deal Properties​

Financial:

  • Project Value Estimate (number): Initial estimate range
  • Final Contract Value (number): Actual signed contract amount
  • Deposit Amount (number): Upfront payment received

Project Details:

  • Project Type (dropdown): Kitchen, Bathroom, Whole-Home, Storm Damage, etc.
  • Funding Source (dropdown): Cash, Insurance, Financing, Mixed
  • Referral Partner Name (text): If referred by designer, architect, realtor, adjuster

Timeline:

  • Consultation Date (date): Scheduled or completed in-home visit
  • Proposal Sent Date (date): When estimate was delivered
  • Expected Close Date (date): Projected contract signing
  • Project Start Date (date): Planned construction start

Lead Source:

  • Original Lead Source (auto-populated from contact): First touch attribution
  • Lead Source Campaign (text): Specific campaign/ad that generated lead

Quality & Notes:

  • Lead Quality Score (dropdown): A (hot), B (warm), C (cold)
  • Lost Reason (dropdown): Price, Timeline, Competitor, Not Ready, Other
  • Sales Notes (long text): Notes on objections, concerns, preferences

Automated Workflows​

Essential Workflows​

1. New Lead → Assign & Notify

  • Trigger: Deal enters "Suspect" stage
  • Actions:
    • Assign deal to Sales Lead
    • Send email notification
    • Create task: "Qualify lead within 24 hours"

2. Consultation Scheduled → Send Assignment Selling Content

  • Trigger: Deal moves to "Consultation Scheduled"
  • Actions:
    • Send email sequence with:
      • Process video ("What to Expect")
      • Pricing guide
      • Team bio video
    • Create task: "Review content consumption before consultation"

3. Proposal Sent → Follow-Up Reminder

  • Trigger: Deal moves to "Proposal Sent"
  • Actions:
    • Wait 48 hours
    • Create task: "Follow up on proposal"
    • Send homeowner email: "Questions about your proposal?"

4. Closed Won → Hand Off to Production

  • Trigger: Deal marked "Closed Won"
  • Actions:
    • Notify project management team
    • Create project folder in shared drive
    • Send offline conversion to ad platforms (for attribution)

Reporting by Pipeline​

Weekly Sales Meeting Reports​

For each pipeline, track:

  • New deals added this week
  • Deals moved to "Consultation Scheduled"
  • Deals moved to "Proposal Sent"
  • Deals won/lost this week
  • Average time in each stage

Monthly Pipeline Health​

Metrics to review:

  • Win rate by pipeline (won deals ÷ total closed deals)
  • Average deal size by pipeline
  • Average sales cycle length
  • Lost reasons (top 3 per pipeline)
  • Pipeline value (weighted by probability)

Setup Instructions​

Step 1: Create Pipelines in CRM​

  1. Navigate to pipeline settings
  2. Create pipeline with your brand/market name
  3. Add deal stages (as listed above)
  4. Set probability % for each stage
  5. Repeat for additional pipelines if needed

Step 2: Configure Deal Properties​

  1. Navigate to deal property settings
  2. Create custom properties (listed above)
  3. Make required fields mandatory for stage progression

Step 3: Set Up Automation Workflows​

  1. Create workflows based on templates above
  2. Test with sample deals before going live

Step 4: Train Sales Team​

  • Walk through each pipeline
  • Practice moving deals between stages
  • Review automation triggers and what happens at each stage
  • Establish weekly pipeline review cadence

Common Questions​

Q: Why not use one pipeline for all brands/markets? A: Each brand/market may have different close rates, timelines, and processes. Separate pipelines provide accurate forecasting.

Q: Can a deal move between pipelines? A: Rarely. If an inquiry changes type, create a new deal in the correct pipeline.

Q: What if close rates improve in a new market? A: Update stage probabilities quarterly based on actual data.

Next Steps​

Once pipelines are live:

  • Month 3-4: Establish weekly pipeline review meeting
  • Month 6: Audit stage probabilities vs. actual close rates
  • Month 12: Refine stages based on one year of data

See: Handoffs and Follow-Up for sales/marketing alignment

Separate pipelines by brand/market = accurate forecasting. Track what's different, optimize what matters.