The B2B sales process has evolved. Buyers self-educate, buying committees have grown, and the linear funnel has given way to a decision path with loops and detours. But the underlying discipline hasn't changed: every deal needs to move through a defined sequence of decisions, each with observable exit criteria. This is the seven-step process we install with B2B service clients.
Step 1 — Prospecting and lead generation
The pipeline starts with a defined ICP and a written outbound and inbound motion. Volume without targeting produces waste; targeting without volume produces starvation.
- Exit criterion: a named contact at an ICP-fit account with a plausible trigger.
- CRM fields: account fit score, contact seniority, trigger event, source.
Step 2 — Qualification
Qualification is not a form-fill. It is a structured conversation that decides whether the prospect has a problem worth solving now, budget authority, a timeline and an internal owner.
- Exit criterion: problem, business case, timeline and authority documented in CRM.
- CRM fields: pain description, budget confirmed, decision date, decision owner.
Step 3 — Discovery
Discovery is where deal quality is built or destroyed. A strong discovery produces a documented understanding of the buyer's current state, desired state, decision path and success measures.
- Exit criterion: current state, future state and success measures written and confirmed by the buyer.
- CRM fields: discovery notes, success metrics, stakeholder map, decision process.
Step 4 — Proposal and business case
A proposal is not a document — it is a shared commercial case. The buyer should be able to defend it internally without you in the room. That means quantified value, scoped delivery, clear pricing, and a decision path calendared.
- Exit criterion: proposal presented, buyer reaction captured, next step calendared.
- CRM fields: proposal version, presented date, reaction summary, next step date.
Step 5 — Negotiation
Negotiation is not price haggling. It is trading commercial variables to reach a structure that works for both sides — scope, timing, payment terms, success measures. The best negotiators enter with a trade list, not a discount.
- Exit criterion: commercial terms agreed verbally, procurement path known.
- CRM fields: agreed terms, procurement contact, expected signature date.
Step 6 — Close and contract
The close stage is where deals slip most often, usually because signature owners weren't identified early. If you've done qualification and discovery well, close is a formality.
- Exit criterion: contract signed, kickoff scheduled, delivery team briefed.
- CRM fields: signed date, contract value, kickoff date, delivery lead.
Step 7 — Onboarding and expansion
The sale doesn't end at signature. Onboarding is the first delivery moment, and it sets the tone for renewal, expansion and referral. Treat it as a pipeline stage, not a handover.
- Exit criterion: value milestone achieved, expansion or referral conversation initiated.
- CRM fields: onboarding milestone, first value date, expansion opportunity flag.
Frequently asked questions
What are the steps in a B2B sales process?+
Prospecting, qualification, discovery, proposal, negotiation, close and onboarding. Each step has an observable exit criterion — a documented fact in the CRM that must be true before the deal advances — so stage movement is evidence-based, not opinion-based.
What is the difference between a sales process and a sales funnel?+
A sales process is the sequence of decisions and actions that move a deal from lead to closed. A sales funnel is the aggregate visualisation of many deals moving through that process. Process is per-deal; funnel is per-team.
How many stages should a B2B sales pipeline have?+
Five to seven for most B2B service businesses. Fewer than five hides friction; more than seven creates admin overhead without insight. The right number is the smallest set where each stage has a distinct exit criterion.