Statuses and Outcomes: Clean Data, Better Decisions
The difference between useful reporting and noise comes down to how you define pipeline stages and outcomes. This guide shows you how to set up a system that stays clean and enables real insights.
Key Distinction
Statuses = Active pipeline stages (the opportunity is still in play)
Outcomes = Final states (the opportunity is closed, one way or another)
Simple Model (Solo/Small Team)
Start here. You can always add complexity later, but removing stages is painful.
Active Stages
Just found/logged. Haven't reached out yet.
Sent initial outreach. Waiting for response.
They responded. Active conversation happening.
Outcome States
Deal closed. They hired you.
They said no. (Always add a reason.)
Never heard back after X follow-ups.
You decided to pass (budget, scope, red flags).
Advanced Model (Teams/Agencies)
Add these stages only if you need to track specific transitions for reporting or handoffs:
Additional Active Stages
Formal proposal delivered. Waiting for decision.
Call/meeting scheduled or completed.
Terms being discussed. Close to decision.
Loss Reasons That Actually Help
Generic "Lost" tells you nothing. Specific reasons enable improvement:
Actionable Loss Reasons
Price Too High
They wanted it cheaper. Consider: were you targeting wrong clients, or is your pricing off?
Chose Competitor
They went with someone else. Why? Speed, price, reputation?
Project Cancelled
They cancelled or postponed. Not your fault, but track for patterns.
Timing Wrong
They're not ready yet. Set a future follow-up?
Scope Mismatch
What they needed didn't match what you offer.
No Budget
They couldn't afford any solution, not just yours.
How Clean Outcomes Unlock Insights
With consistent outcome tracking, you can answer real business questions:
Questions You Can Answer
- →Win rate by source: Is Upwork better than cold email for you?
- →Loss reason trends: Are you losing on price more this quarter?
- →Stage conversion: What % of "Contacted" reach "In Discussion"?
- →Cycle time: How long from first contact to close?
- →Rep performance: Who has the best close rate on qualified leads?
Common Mistakes
Too many stages
If you have 10+ active stages, you're tracking activities, not stages. Activities belong in notes or activity log.
Mixing stages and outcomes
"Closed" is not a stage. "Won" and "Lost" are outcomes. Keep them separate.
Vague loss reasons
"Didn't work out" tells you nothing. Force specific reasons: price, timing, competition, etc.
Never closing stale leads
If it's been 30+ days with no response after 3 follow-ups, mark it "No Response" and move on.
Stage Transition Rules
Define when to move between stages to keep data consistent:
New → Contacted
When you send the first outreach (bid, email, message)
Contacted → In Discussion
When they respond with interest (not just "thanks")
In Discussion → Won
When you get a signed contract or clear verbal yes
Any Stage → Lost/No Response
When they explicitly decline OR 3+ follow-ups with no response
Related Guides
What to Track
Full guide to record fields and structure
Follow-Up Queue
Build a system to never miss a follow-up
Build Your Pipeline
Set up stages and outcomes that enable real insights
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