The 7-stage B2B sales cycle
Stage 1: Prospecting. Lead has been identified but not yet engaged. SDR outreach in progress.
Stage 2: Qualified. Lead has been contacted and confirms initial fit (BANT or SPICED criteria met).
Stage 3: Discovery. Active discovery conversations underway. Pain, metrics, and stakeholders being mapped.
Stage 4: Evaluation. Buyer is comparing solutions, often with formal vendor evaluation. Technical and business validation.
Stage 5: Proposal. Formal proposal delivered. Pricing on the table. Decision in progress.
Stage 6: Negotiation. Final terms, contract redlines, procurement and legal review.
Stage 7: Closed (Won or Lost). Contract signed or deal lost.
What defines each stage
Stage definitions need exit criteria. The rule for moving from Stage 3 to Stage 4 might be: economic buyer identified, primary pain documented, mutual action plan started.
Salesforce stage transitions should require completed fields on the Opportunity record. Without exit criteria enforcement, stages mean different things to different reps.
Stage probability percentages
Common Salesforce default probabilities by stage: Prospecting 10%, Qualified 20%, Discovery 30%, Evaluation 50%, Proposal 65%, Negotiation 80%, Closed Won 100%.
Calibrate based on your actual historical conversion rates. Most teams discover their real probabilities differ from the defaults by 10 to 20 points.
Setting up stages in Salesforce
Use the standard Stage field on Opportunity. Customize the picklist values to match your 7-stage model.
Add custom Stage Exit Criteria fields. Reps can't move to next stage without filling them in.
Add a Probability field that auto-updates with stage. Use it for weighted forecasting.
Build stage progression reports. Surface deals stuck in one stage too long.
Common stage mistakes
Too many stages. 12-stage cycles slow reps down and create confusion.
Too few stages. 3-stage cycles hide where deals actually sit.
Stages without exit criteria. Just a name change with no operational meaning.
Probability set by intuition, not data. Use historical conversion rates.
Not separating stage from sales motion. A high-velocity SMB cycle and an enterprise cycle don't share the same 7 stages.
Frequently asked questions
How many sales cycle stages should I have?
Most B2B teams use 7 stages. Fewer than 5 hides where deals sit; more than 9 slows reps down.
What stages should be in a B2B sales cycle?
Prospecting, Qualified, Discovery, Evaluation, Proposal, Negotiation, Closed Won/Lost. Customize for your motion.
How do I set up sales cycle stages in Salesforce?
Customize the standard Opportunity Stage picklist. Add exit criteria fields. Enforce stage progression via validation rules.
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