Suspect (0%)
Target identified but not yet engaged.
Exit → Pipeline: Account matches ICP, identifiable business pain, commercial insight available, trigger event present.
Pipeline (5%)
Prospect expressed interest and agreed to meet.
Exit → Qualified: Real confirmed business problem, decision maker engaged, urgency/timeline exists, engagement reason understood.
Qualified (15%)
Pain confirmed, decision makers mapped, budget verified.
Exit → Proposal Submitted: Pain confirmed in Economic Buyer's language, budget confirmed, all decision makers mapped, champion identified and tested, competitive landscape understood.
Proposal Submitted (40%)
Pain chain complete, champion active, proposal delivered.
Exit → Proposal Finalised: Client responded substantively, champion active, internal approval process mapped, legal/IT/finance stakeholders identified.
Proposal Finalised (60%)
Client engaged substantively, final version agreed internally.
Exit → Sponsor Commitment: Preferred vendor confirmed in writing, legal/procurement processing, commercial terms agreed, target signature date owned by client.
Preferred vendor confirmed, legal and procurement engaged.
Exit → Proposal Accepted: Contract signed, PO or equivalent received.
Proposal Accepted (90%)
Contract signed, PO issued.
Exit → Closed Won: Kick-off scheduled, success metrics agreed, internal handover complete.
Closed Won (100%)
Deal complete, partnership begins.
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Closed Lost
Dead for now. Declined, went dark, or chose competitor.
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