A sales process is the defined sequence of stages a deal moves through from first contact to close, with clear exit criteria at each stage based on buyer evidence.
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A sales process gives the team a shared language for where deals are and what needs to happen next. Without one, stage movement is based on seller opinion and time elapsed rather than what the buyer has actually done or said.
The best processes are built around the buyer journey, not the seller's internal steps. Each stage has an exit criterion — a specific thing the buyer must have done or committed to before the deal advances. This is what makes pipeline reviews meaningful and forecasts trustworthy.
A well-designed process also creates the conditions for consistent coaching. If managers can see what evidence is present at each stage, they can inspect deals against a shared standard rather than relying on the rep's narrative.
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