CRM Pipeline Template for Agencies
A practical framework you can reuse. Adjust for your niche and sales motion.
This template is meant to keep a small agency honest: every deal has a next step, an owner, and a clear definition of “qualified”. Copy/paste and adapt.
Pipeline stages (recommended)
- Inbound lead — form/email/referral, unqualified
- Qualified — budget + timeline + decision maker confirmed
- Discovery booked — call scheduled
- Discovery done — problem + scope drafted
- Proposal sent — link delivered, follow-up scheduled
- Negotiation — scope/pricing/terms in motion
- Won — handoff to delivery (with kickoff date)
- Lost — reason captured
Required fields (keep it boring)
- Owner (one person)
- Lead source (referral, outbound, inbound, partner)
- Service line (e.g., PPC, SEO, design, dev)
- Expected monthly value (or project value)
- Decision date (the date you expect an answer)
- Next step (one sentence)
- Next step date (so it doesn’t die)
- Loss reason (only when lost)
Follow-up rules (simple SLA)
- Every open deal must have a next step date.
- No deal stays in “Proposal sent” without a follow-up scheduled within 48 hours.
- Weekly pipeline review: move stale deals forward or close them.
Where this fits in the stack
If you’re choosing a CRM now, start with the CRM guide and use the decision helper to match your workflow.
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