So, you’re working on your go-to-market (GTM) strategy, and you want your pipeline stages to actually match how your team sells. Maybe you’re tired of one-size-fits-all CRMs, or you just want to stop wrestling with clunky software that makes you feel like you work for the tool—not the other way around. If you’re using Rogerroger, the good news is: customizing pipeline stages isn’t rocket science. But there are some pitfalls, and some features you might miss if you’re not careful.
This guide is for sales leads, founders, and ops folks who want their pipeline to reflect reality—not wishful thinking or generic playbooks. We’ll walk through exactly how to customize pipeline stages in Rogerroger, what to watch out for, and how to avoid making things more complicated than they need to be.
Why Customizing Pipeline Stages Matters (and When It Doesn’t)
First, let’s get real: customizing your pipeline only matters if your team actually uses it. Fancy stages don’t close deals. But a pipeline that matches your real process? That’s gold.
A custom pipeline is worth it if: - Your team has unique steps that don’t fit the default CRM mold - You’re tracking more than just “Lead → Demo → Closed” - You actually act on the data you track
It’s probably overkill if: - You have a super simple sales process (e.g., small agency, handful of clients) - You’re still figuring out your GTM motion and it changes every month
If you’re in the first camp, keep reading. If not, maybe stick with the basics for now.
Step 1: Map Out Your Real-World Sales Process
Before you touch Rogerroger, do a quick reality check. What actually happens from first contact to closed deal? Grab a whiteboard, notebook, or just a doc—whatever’s fastest.
Ask yourself (and your team): - What are the real steps, not the “ideal” ones? - Where do deals get stuck? - What handoffs happen (e.g., SDR → AE, AE → onboarding)? - Are there stages for lost/dead deals, or do they just vanish?
Pro tip: Don’t overthink it. If you have 10 stages but only use 3, you’re making work for yourself.
Example mapping: - New Lead - Qualified - Discovery Call - Proposal Sent - Negotiation - Contract Sent - Closed Won - Closed Lost
Keep it simple. Four to seven stages is plenty for most teams.
Step 2: Get Into Rogerroger and Find Your Pipelines
Log in to Rogerroger. From the main dashboard, look for the “Pipelines” or “Deals” section—naming might vary based on your setup. (If you’re not an admin, you’ll need someone who is.)
Click into the pipeline you want to customize. If you’re starting from scratch, you can create a new one.
Key things you’ll see: - Default stages (usually generic: “To Do”, “In Progress”, etc.) - Options to add, remove, or rename stages - Sometimes, color-coding or icons (don’t get too hung up on this)
Step 3: Editing, Adding, and Removing Stages
Here’s where you shape the pipeline to fit your GTM strategy:
Rename Existing Stages
Don’t settle for “Stage 1” or “To Do.” Click the stage name—most CRMs, Rogerroger included, make this editable. Change it to match your real-world process (“Qualified,” “Negotiation,” etc.).
Add New Stages
If you’re missing steps, add them. Look for an “Add Stage” button or plus sign at the end of your pipeline view.
Tips: - Add stages only if you’ll use them. Don’t create “nice to have” stages that’ll just collect dust. - Put stages in the actual order deals move through.
Remove or Archive Unused Stages
Less is more. If you see default stages that don’t fit your process, delete or archive them. You can always add them back later.
Heads up: Some CRMs force you to keep a minimum number of stages. If Rogerroger does, just rename the extras to something useful (“Closed Lost” or “No Fit”).
Step 4: Set Stage-Specific Details (If You Need Them)
Rogerroger lets you customize more than just the stage names. Depending on your plan, you might be able to:
- Assign colors for quick scanning (helpful if you’re visual)
- Set default owners or teams for certain stages
- Create automations or triggers (e.g., auto-assigning when a deal hits “Proposal Sent”)
- Add stage-specific instructions or checklists
What’s worth your time? - Colors: Nice, but not required. - Automations: Only set these up if they save real time (e.g., auto-notify the legal team at “Contract Sent”). - Instructions: Great for onboarding new reps. Otherwise, keep it light.
Don’t spend an hour on color-coding unless it actually helps your team work faster.
Step 5: Reflect Your GTM Strategy—Not Someone Else’s
Your GTM (go-to-market) strategy should drive your pipeline—not the other way around.
Align stages with how you sell: - If you run lots of pilots, add a “Pilot” stage. - If you sell to big companies and legal review drags on, make “Legal Review” a stage. - If your deals die in procurement, call it out. This is about honesty, not wishful thinking.
Ignore what doesn’t matter: - Don’t create a stage for every possible scenario. You’ll just slow down your team. - Don’t copy someone else’s pipeline just because it looks “best practice.” Your process is your own.
Step 6: Test It with Real Deals
Don’t just build your dream pipeline and walk away. Try it out with a real deal or two.
- Move a deal through each stage. Does it make sense?
- Any steps missing, or stages that feel forced?
- Ask your team for feedback: “What’s annoying about this? What’s missing?”
Iterate, don’t overthink. You can tweak stages anytime. The perfect pipeline doesn’t exist—just one that’s good enough for now.
Step 7: Train the Team (Briefly) and Set Expectations
Even the best pipeline is useless if nobody uses it. Tell your team:
- What each stage means (keep it short)
- Who moves deals forward, and when
- How to handle edge cases (e.g., “stale” deals)
Avoid the 30-slide training deck. A quick Loom video or Slack message works just fine.
What Works, What Doesn’t, and What to Ignore
What works: - Stages that reflect real bottlenecks and handoffs - Keeping it simple (you can always add detail later) - Iterating based on feedback, not just gut instinct
What doesn’t: - Over-customizing for every possible scenario - Forcing the team to update stages that don’t matter - Chasing “best practices” that don’t fit your GTM motion
Ignore: - Fancy features you don’t need (especially early on) - “Pipeline hygiene” emails unless they drive real action
Pro Tips (from People Who’ve Been Burned Before)
- Fewer stages = better adoption. If you’re not sure, leave it out.
- Review your pipeline every quarter. Things change. Don’t let your pipeline get stale.
- Document stage definitions. Even just a one-liner in the CRM helps avoid confusion.
- Don’t be afraid to delete. If a stage isn’t used, cut it.
Final Thoughts: Keep It Simple, Keep It Honest
Your pipeline in Rogerroger should make your GTM strategy easier, not harder. If you find yourself spending hours tweaking stages or explaining them, you’re probably overdoing it. Start simple, use your pipeline every week, and adjust as you learn. The best sales teams aren’t the ones with the fanciest CRMs—they’re the ones who keep things clear, honest, and focused on moving deals forward.
Get your pipeline working for you, not the other way around. And if you mess it up? Good news: you can always fix it.