If you're doing B2B sales and tired of outgrowing spreadsheets but rolling your eyes at bloated CRMs, this one's for you. Maybe you want more control over your outreach, or maybe you're just sick of deals falling through the cracks. Either way, setting up a custom sales pipeline in ZapMail can help you keep things organized—without drowning in pointless features.
This guide walks you through building a practical, no-nonsense pipeline. No fluff, no buzzwords. Just what works.
Why bother with a custom pipeline?
Let's get this out of the way: Not everyone needs a custom sales pipeline. If you've got a handful of leads and no real process, a spreadsheet and some calendar reminders might do the trick. But as soon as you start sending more emails, juggling more deals, or involving more people, things fall apart fast.
Here’s where a custom pipeline in ZapMail helps:
- Visibility: See exactly where every deal stands—no more “Wait, did I follow up with them?”
- Consistency: Everyone on your team follows the same steps, so nothing slips.
- Automation (when it matters): Automate what’s actually helpful, not just what sounds cool.
- Flexibility: Build a pipeline that fits your actual sales process, not someone else’s idea.
If you’re reading this, you probably already know why your current setup isn’t cutting it. So, let’s get to the “how.”
Step 1: Map Your Real Sales Process (Not a Fantasy One)
Before you click anything in ZapMail, sketch your sales process on paper or a whiteboard. Don’t copy what some “sales guru” says—just write down what actually happens from first contact to closed deal at your company.
Typical B2B pipeline stages might be:
- Prospect Identified – You’ve found a company worth targeting.
- Contact Made – You’ve reached out (cold email, intro, etc.).
- Response Received – They replied, even if it’s just “not interested.”
- Discovery Call – You’ve had a real conversation about their needs.
- Proposal Sent – You’ve sent a quote or proposal.
- Negotiation – There are back-and-forth questions or terms.
- Closed Won/Lost – The deal is done (one way or the other).
Pro tip: Don’t overcomplicate it. Start with fewer stages. You can always add more later if you need them.
Step 2: Set Up Your Pipeline in ZapMail
Now that you know your stages, log in to ZapMail and set up a new pipeline. Here’s how to keep it clean and useful:
- Go to Pipelines: In ZapMail’s dashboard, find the “Pipelines” (or similar—ZapMail likes to rename things sometimes).
- Create a New Pipeline: Name it something obvious, like “B2B Sales” or “Outbound Pipeline.”
- Add Stages: Input the stages you mapped out. Keep the names short and clear.
- Set Default Owners/Roles: If you’re working with a team, assign who’s responsible for what. If it’s just you, skip this.
- Save and Review: Make sure your stages match your real process—don’t add fluff because you “might need it someday.”
What to ignore: Fancy color-coding, emojis, and custom icons for every stage. Looks cute, but doesn’t close deals.
Step 3: Define What Moves a Deal Forward
A pipeline is only as good as the rules for moving deals from one stage to the next. If you’re vague, things will get stuck.
- Set clear criteria for each stage. For example:
- “Move to ‘Contact Made’ only when an email is actually sent.”
- “Move to ‘Discovery Call’ only after a call is scheduled, not just promised.”
- Write these down. Store them in a shared doc or in the pipeline notes if ZapMail supports it. This keeps everyone honest.
Why this matters: If you’re not strict, you’ll end up with a pipeline full of “maybes” and “somedays.” That’s how deals die.
Step 4: Add (Just Enough) Automation
ZapMail is built for automation, but don’t get sucked into automating everything just because you can. Start simple.
Automations that actually help:
- Auto-create follow-up tasks when a deal enters a new stage.
- Send reminders if a deal sits in one stage too long.
- Sync contacts with your email tool or CRM.
Automations that usually backfire:
- Blindly sending canned emails just because a deal moved stages. (You’ll sound like a robot.)
- Auto-advancing deals without human review. (Easy way to lose track.)
- Overly complex branching logic that nobody remembers how to fix.
How to set it up in ZapMail:
- Go to Automations/Workflows in your pipeline settings.
- Pick a trigger: Example: “When a deal is moved to ‘Proposal Sent’…”
- Choose an action: Example: “Assign a follow-up task for 3 days later.”
- Test it: Move a dummy deal through the pipeline and make sure only what you want happens.
- Turn it on. Don’t stack automations until you know each one works.
Pro tip: Document every automation. If you get hit by a bus (or just go on vacation), your team won’t be lost.
Step 5: Start Using the Pipeline—And Actually Track Deals
Now, add your current deals to ZapMail. Either import them (if you’re coming from a spreadsheet) or add them manually.
- Make it a habit: Update the pipeline every day, even if it’s just moving a few deals or adding notes.
- Use search and filters: ZapMail’s filtering isn’t always perfect, but it beats scrolling through a wall of sticky notes.
- Share access: If you’ve got a team, make sure everyone can see and update the pipeline. Sales is a team sport—even if you’re a team of one.
What to skip: Don’t waste time logging every tiny interaction (“Left voicemail at 11:13am”). Focus on what moves deals forward.
Step 6: Review and Clean Up Regularly
Left alone, any pipeline will fill up with dead deals and wishful thinking. Set a recurring reminder (monthly works for most teams) to:
- Purge dead deals: If you haven’t heard back in 3 months, close it out or move it to a “Long-term Nurture” list.
- Update stages: If your real process changes, tweak the pipeline. Don’t keep using a stage just because it’s there.
- Check automations: Are they still helpful? Or are people ignoring reminders and clicking “dismiss” out of habit?
If you’re honest about what’s working and what isn’t, you’ll spot bottlenecks, figure out where deals stall, and actually improve your process.
Some Honest Takes: What Works, What Doesn’t
- Works: Keeping stages simple and criteria clear. Less confusion, fewer “stuck” deals.
- Works: Automations for reminders and follow-ups. Saves mental energy.
- Doesn’t Work: Building a pipeline so complex you need a flowchart to explain it.
- Doesn’t Work: Treating the pipeline as a “set it and forget it” tool. It needs regular attention.
- Ignore: Anything that’s more about “looking good” than closing deals—gimmicky dashboards, vanity metrics, etc.
Wrapping Up: Keep It Simple, Keep It Moving
Custom pipelines in ZapMail can be powerful, but only if they fit your actual sales process. Don’t let the tool boss you around. Start simple, focus on what really moves deals forward, and tweak as you go. The goal isn’t a perfect pipeline—it’s one that helps you close more deals with less hassle.
And remember: The best sales process is the one you’ll actually use. If you’re spending more time managing the tool than talking to customers, it’s time to trim the fat. Iterate, simplify, and get back to selling.