CRM pipeline configuration checklist

A CRM fails adoption when stages reflect slide decks—not how deals actually move. Use this checklist when configuring the CRM & Sales Platform or similar foundation.

Pipeline design

• Define stages that match your sales motion (not fifteen micro-stages)
• Document entry and exit criteria per stage
• Mark required fields before stage advancement
• Separate lost reasons from active pipeline for reporting

Permissions and roles

• Sales rep: own records and team visibility as policy allows
• Manager: forecast and team pipeline without unnecessary admin access
• Operations: read-only or limited edit for fulfillment handoff
• Admin: configuration changes restricted to named owners

Lead capture and routing

• Connect forms and email sources with attribution
• Duplicate rules on email or company domain
• Assignment by territory, product line, or round-robin
• SLA reminder when no activity within defined hours

Reporting baseline

• Pipeline value by stage and owner
• Conversion rates between key stages
• Average age in stage (stuck deal detection)
• Won/lost reasons reviewed monthly

Before go-live

• [ ] Sample deals walked end-to-end in staging
• [ ] Finance or delivery handoff fields confirmed
• [ ] Training scheduled per role—not one generic session
• [ ] Data import pilot validated

For broader rollout planning, see the CRM implementation guide.