If you've ever tried to force your sales process into someone else's idea of a pipeline, you know how much of a pain it is. Most CRMs come with “standard” stages like Lead, Qualified, Demo, Proposal, Closed—sure, that’s fine for a textbook. But your team doesn’t sell from a textbook. This guide is for anyone who wants to set up custom pipeline stages in Revenue so your CRM fits how you actually sell, not the other way around.
Why bother customizing your pipeline stages?
You might wonder if it’s worth the effort. The answer: yes, if you want real visibility into your deals. Here’s why:
- More accurate forecasting: Generic stages give you generic forecasts. Custom stages help you know where deals really stand.
- Better reporting: You can spot bottlenecks and fix what’s broken—if your stages actually mean something to your team.
- Less sales team eye-rolling: When the CRM matches how reps actually sell, you get better adoption.
If your pipeline is just “Lead → Demo → Proposal → Closed” but your process involves qualification calls, pilots, legal reviews, or custom contracts, you’re not seeing the real picture. Let’s fix that.
Step 1: Map out your real sales process
Before you touch Revenue, sketch out how deals actually move from first contact to closed-won (or lost). This is the most overlooked step, so don’t skip it.
How to do it:
- Grab a whiteboard or shared doc.
- Write down each milestone a typical deal goes through, not just the happy path.
- Talk to your reps (yes, really). Ask: “What’s missing from the current stages? Where do deals get stuck?”
Look for: - Stages unique to your business (e.g., “Pilot”, “Security Review”, “Procurement Approval”) - Steps you always skip or compress - Any stage that’s just a box-ticking exercise—ditch these
Pro tip: If you have more than eight stages, you’re probably making it too complicated. Stick to what’s essential for tracking progress, not every little task.
Step 2: Decide what each stage means
Vague stage names are the enemy. If “Qualified” means something different to every rep, your data’s worthless.
For each stage, write down: - Entry criteria: What has to happen for a deal to move into this stage? - Exit criteria: What’s the specific action or outcome that moves a deal forward? - Owner: Who’s responsible for moving the deal through this stage?
Example: - Stage: “Pilot Scheduled” - Entry: Customer verbally agrees to pilot; pilot date is on the calendar. - Exit: Pilot is complete and feedback is collected. - Owner: Account Executive
You don’t need a binder full of documentation, but make sure everyone’s on the same page. If not, your pipeline data will quickly turn to mush.
Step 3: Create (or edit) pipeline stages in Revenue
Now you’re ready to set up your custom stages in Revenue. Here’s how to do it:
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Log into Revenue and go to Pipeline Settings
- Usually, you’ll find this under “Settings” > “Pipelines” or “Sales Settings.” If you can’t find it, check the help docs—menu names change more than they should.
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Choose the pipeline you want to customize
- If you have multiple pipelines (e.g., for new business vs. renewals), pick the right one.
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Add, remove, or rename stages
- To add a stage: Click “Add Stage” (or similar). Give it a clear, specific name based on your mapping.
- To remove a stage: Delete stages you don’t use. (Don’t worry, you can always add them back.)
- To reorder stages: Drag and drop until the order matches your actual process.
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(Optional) Assign probabilities to each stage
- Probabilities help with forecasting, but don’t get too hung up on making them perfect. Use round numbers—e.g., 20% for “Qualified,” 60% for “Proposal Sent”—and refine over time.
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Save your changes
- Make sure everything looks right before you hit save. Revenue usually warns you if you’re about to delete data.
What to ignore: Don’t waste time on color-coding, emoji, or other cosmetic tweaks at this stage. Focus on function first.
Step 4: Communicate the changes to your team
Don’t just quietly update the pipeline and hope everyone figures it out. Salespeople are busy, and they’ll default to whatever’s easiest.
What works: - A quick team meeting or video explaining what’s changed and why - Sharing your stage definitions (see Step 2) in a cheat sheet or pinned doc - Walking through a few real deals as examples
What doesn’t: - A long email full of bullet points no one reads - Springing changes on Friday afternoon
Pro tip: Ask for feedback after a week. If everyone’s stuck on the same stage, you might need to adjust your definitions or add more clarity.
Step 5: Adjust, track, and actually use your new pipeline
Don’t expect your custom pipeline to be perfect out of the gate. You’ll spot problems once you start using it—stages that are too broad, bottlenecks, or steps that don’t match reality.
Here’s what to do:
- Review the pipeline every month: Are deals bunching up somewhere? Is a stage unused? That’s a sign something’s off.
- Talk to the team: Ask if the stages make sense in the real world, not just on paper.
- Tweak as needed: Don’t be precious about your setup. If something’s not working, change it.
What to ignore: Don’t stress about having the “perfect” pipeline. It doesn’t exist. The goal is clarity, not complexity.
Pro tips for custom pipeline stages
- Less is more: More stages ≠ more insight. Only add stages that actually change your approach to a deal.
- Don’t overthink probabilities: They’re guesses, not guarantees. Get close enough and move on.
- Keep stage names short and clear: “Proposal Sent” beats “Comprehensive Solution Overview Delivered.”
- Avoid “miscellaneous” or “other” stages: If a deal doesn’t fit anywhere, your stages are too narrow—or your process needs work.
- Document as you go: Even a simple Google Doc with stage definitions saves a ton of headaches later.
Wrapping up
Custom pipeline stages in Revenue aren’t about showing off how complex your sales process is—they’re about making your CRM work for you. Start simple, focus on what actually moves deals forward, and don’t be afraid to change things if they aren’t working. The best pipeline is the one your team actually uses. Iterate, keep it clear, and you’ll spend less time fighting your CRM and more time closing deals.