Here's why Buyer-Centric pipeline stages do NOT work

Here's why Buyer-Centric pipeline stages do NOT work

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Sure, they sound great on LinkedIn.

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"You need buyer-centric stages like 'problem aware' that help the buyer make a decision!"

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Most buyers (and I've sold to some big ones) don't really have a formal buying process. Sure, their procurement process is pretty tight.

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But how they buy depends on who you're dealing with.

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You CANNOT build pipeline stages around outcomes you don't control and see firsthand as a rep.

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Ross Nibur heads up customer onboarding ops at Toast. He has over a decade in the game and shared this advice.

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Sales stages need to be easily measured. Otherwise, your data is absolute garbage.

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I really like Armand Farrokh's take on stages: make them simple. Aim for one exit criteria at each stage.

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✅ S1: Discovery

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Key Activity: Did we run an intro call?

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Exit Criteria: Qualified prospect agrees on problem

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✅ S2: Demo

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Activity: Did we run a deeper dive or demo call?

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Exit Criteria: Green light from champion

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✅ S3: Multi-Threading

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Activity: Did we run a group demo call?

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Exit Criteria: Green light from DMs

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✅ S4: Proposal & Negotiation

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Activity: Did we present a proposal?

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Exit Criteria: Green light on commercials

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✅ S5: Vendor Review

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Activity: Weekly touchpoint to review red lines

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Exit Criteria: Green light on vendor review

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~~~

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Does this work as a template for every org? No. But keeping it simple does.

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Have clear activities that can be measured. And make the milestones or exit criteria easy to measure.

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Let's not pretend like renaming pipeline stages will make your reps more buyer-centric.

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Agree or disagree?

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