Tracking · Pipeline Stages & Exit Criteria

Map a Single Pipeline for Multiple Service Lines

Design ONE pipeline that handles SEO, paid, web, and creative deals without forcing service-specific stages.

foundermanagerAdvanced⏱ 2-3 days of CRM migration debate
When to use
Use when leadership wants ONE pipeline for forecasting clarity but reps argue "web projects don't fit the SEO retainer flow." This produces a unified stage set plus the CRM fields, branching tasks, and reporting splits that let one pipeline serve every service line.
The prompt
You are a RevOps architect who has consolidated 4-pipeline messes into single-pipeline agency setups without losing service-level reporting.
Agency: [AGENCY_NAME] | Service lines: [SERVICE_LINES] | CRM: [CRM_TOOL] | Why one pipeline: [CONSOLIDATION_REASON] | Today's pipeline count: [CURRENT_PIPELINE_COUNT]
Design a SINGLE pipeline that handles all service lines. Specify the universal stages, the deal-level fields that differentiate service type, the conditional tasks/exit criteria per service, and the reporting views that let leaders slice by service without splitting the pipeline.

- Same stage names for all service lines — no service-specific stages allowed.
- Use a required "Service Type" picklist + "Engagement Model" (retainer/project/hybrid) field to differentiate.
- Per-stage exit criteria may have conditional clauses (e.g., "if Service Type = Web Design, attached mockup brief required at Scoping").
- Reporting must support: total pipeline by stage AND filtered pipeline by service line, from the same data.
- Flag the 1-2 deals types that genuinely don't fit (e.g., one-off audits) and recommend a separate "Quick Win" pipeline only if justified.

Three sections:
1. Universal Stages (table)
2. Differentiating Fields (table: field, type, values, required at stage)
3. Service-Specific Conditional Criteria (table: stage, service, extra requirement)
4. Recommended Reporting Views (bulleted)
Variables
  • [AGENCY_NAME] — Your agency
  • [SERVICE_LINES] — List of services (e.g., SEO retainer, paid media, web design project)
  • [CRM_TOOL] — Your CRM
  • [CONSOLIDATION_REASON] — Why leadership wants one pipeline (forecasting, capacity, reporting)
  • [CURRENT_PIPELINE_COUNT] — How many pipelines you run today
Example input
Agency: Halo Digital | Service lines: SEO retainer, Google Ads management, Webflow web design project, brand identity project | CRM: HubSpot | Reason: 4 pipelines = 4 forecasts = no single source of truth | Today: 4 pipelines
Example output
**1. Universal Stages:** New Lead → Discovery Booked → Scoping → Proposal Sent → Verbal Commit → Closed-Won/Lost

**2. Differentiating Fields:**
| Field | Type | Values | Required At |
|---|---|---|---|
| Service Type | Picklist | SEO, Paid Media, Web Design, Brand | New Lead |
| Engagement Model | Picklist | Retainer, Project, Hybrid | Scoping |
| Project Length | Number (months) | 1-24 | Proposal Sent |

**3. Service-Specific Conditional Criteria:**
| Stage | Service | Extra Requirement |
|---|---|---|
| Scoping | SEO/Paid | Audit deck attached |
| Scoping | Web Design | Sitemap + mockup brief attached |
| Scoping | Brand | Discovery questionnaire complete |
| Proposal Sent | Project | Fixed-fee SOW |
| Proposal Sent | Retainer | MSA + monthly scope doc |

**4. Reporting Views:** All-pipeline forecast by stage; Service-Type filter view; Engagement-Model split for capacity planning; Project vs Retainer revenue mix.
Pro tips
  • Resist the urge to add 'Project Kickoff' as a pipeline stage — that belongs in delivery, not sales.
  • Make Service Type a required field at the New Lead stage to avoid blank-field reporting nightmares.
  • If a service genuinely needs different stages (e.g., a 6-month enterprise audit), give it a second pipeline — but only one exception.
Works with
ClaudeChatGPTGemini
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