# How to Build a Sales Pipeline for an Agency (Stage by Stage) > A step-by-step guide to building an agency sales pipeline: the stages to use, entry and exit criteria, follow-up rules and the metrics to track. *Published 2026-09-30 · By Pixelwand Team · Tags: crm, agencies, sales-pipeline, how-to* **TL;DR:** An agency pipeline works when every stage has a clear entry condition, every open deal has a dated next step, and you review stalled deals weekly. Use six to nine stages that mirror your real process: lead, contacted, discovery booked, discovery done, proposal sent, negotiation, won, then handoff. ## Step 1: write the process before the software [#step-1-write-the-process-before-the-software] List what actually happens from first contact to signature. Each real milestone becomes a stage. ## Step 2: define stages with entry criteria [#step-2-define-stages-with-entry-criteria] | Stage | Enter when | Required next step | | ---------------- | --------------------------------------- | ------------------------ | | New lead | Record is created | Make first contact | | Contacted | A real conversation was attempted | Book discovery | | Discovery booked | Call is on the calendar | Hold the call | | Discovery done | Needs, budget and decision makers noted | Send proposal | | Proposal sent | Proposal delivered | Follow up in 2 to 3 days | | Negotiation | Buyer is discussing scope or price | Agree terms | | Won | Signed | Hand off to delivery | ## Step 3: set probabilities [#step-3-set-probabilities] Assign a win probability per stage from your own history, so forecasts reflect reality. Start with estimates and adjust after a quarter. Our [pipeline calculator](/tools/sales-pipeline-calculator) and [pipeline coverage guide](/blog/pipeline-coverage-ratio-planning-guide) help size it. ## Step 4: attach next steps [#step-4-attach-next-steps] No deal without a dated next step. This one rule prevents most leakage. ## Step 5: review weekly [#step-5-review-weekly] List open deals with no activity in the last 7 to 14 days. Move them forward or close them as lost. ## Step 6: track the few metrics that matter [#step-6-track-the-few-metrics-that-matter] Conversion between stages, time in stage, source-to-win and average deal value. ## Real numbers to sanity-check your pipeline [#real-numbers-to-sanity-check-your-pipeline] * Deals open past about 50 days see win rates fall from 47% to 20% or lower ([stalled deals statistics](/blog/stalled-deals-statistics-pipeline-stagnation)). Track time in stage. * Structured, tracked proposal processes lift close rates from about 20% to 36% ([proposal win rate statistics](/blog/sales-proposal-win-rate-statistics)). * Pipeline coverage matters for planning; see the [pipeline coverage guide](/blog/pipeline-coverage-ratio-planning-guide). ## A worked example: sizing a pipeline [#a-worked-example-sizing-a-pipeline] > **Illustrative scenario.** The example below is a composite built to show the mechanics, not a customer case study. The figures are made up for the arithmetic. An agency wants 4 new retainers a quarter at an average first-year value of $24,000, i.e. $96,000 in new revenue. Suppose its own history shows these stage-to-stage conversion rates: | Stage | Conversion to next stage | Deals needed to start the stage | | ------------------------------- | ------------------------ | ------------------------------- | | New lead to Discovery done | 25% | 64 | | Discovery done to Proposal sent | 70% | 16 | | Proposal sent to Won | 35% | 11 | | Won | - | 4 | Working backward: to win 4, you need about 11 proposals; to send 11 proposals, about 16 discoveries; to hold 16 discoveries, about 64 leads. Over 13 weeks that is roughly 5 new leads a week. **That is the number to manage.** Replace these rates with your own after a quarter. The probability you assign per stage should come from the same history; for example 10% at Discovery done, 35% at Proposal sent, 60% at Negotiation. Use our [sales pipeline calculator](/tools/sales-pipeline-calculator) for your figures. ## Building it in Pixelwand [#building-it-in-pixelwand] 1. Settings, Statuses, **Deal statuses**: add each stage, pick a type (Open, Ongoing, On Hold, Won, Lost) and a health score from 0 to 100, and drag to set order. 2. On the Deal page, use the Kanban board grouped by status; dragging a card updates status, probability and close dates. 3. Moving a deal to Lost prompts for a reason; review reasons monthly. 4. Only workspace owners and admins can create statuses; members can use them. ## Frequently asked questions **How many stages should an agency sales pipeline have?** Six to nine. Fewer hides where deals stall; more makes people stop updating stages accurately. **What stage do agency deals stall at most?** Commonly between discovery and proposal, and after the proposal is sent. Give both stages dated follow-up tasks and review them weekly. **What should be the entry criteria for each stage?** Write a single observable condition per stage, such as 'discovery call held' for Discovery done or 'proposal document sent' for Proposal sent. That keeps stage data honest. **What metrics should an agency track in its pipeline?** Leads by source, stage-to-stage conversion, time in stage, win rate, average deal value and pipeline coverage against your revenue target. --- ## Keep reading (markdown) - [Agency CRM Software: The Complete Guide for 2026](/blog/agency-crm-software.md) - [Best CRM for Agencies in 2026: What Fits Which Agency](/blog/best-crm-for-agencies.md) - [Best CRM for B2B Agencies: Multi-Stakeholder Deals](/blog/best-crm-for-b2b-agencies.md) _Read this post in your browser: [How to Build a Sales Pipeline for an Agency (Stage by Stage)](https://www.pixelwand.io/blog/how-to-build-a-sales-pipeline-for-an-agency) · [All posts](https://www.pixelwand.io/blog) · [All comparisons](https://www.pixelwand.io/compare)_