HOW TO CLEAN UP YOUR CRM AND CLOSE MORE DEALS
As we approach the end of the first quarter of 2025, businesses are assessing where they stand. Many are asking the same questions: Where are our leads coming from? How many are converting? What steps are we taking to nurture them?
One common challenge we see is sales pipelines that are too full but not necessarily with the right opportunities. A full pipeline does not always mean a healthy one. If deals have been sitting in your CRM for months with no movement, it is time for a clean-up.
Why Your Pipeline Might Be Holding You Back
A cluttered pipeline creates false confidence and slows down momentum. When businesses hold onto stagnant deals, it becomes harder to focus on the opportunities that are actually moving forward. We often see sales teams scanning their pipelines, unsure of which deals to prioritise because everything looks like it is in progress. In reality, many of these deals are not going anywhere.
Instead of holding onto deals indefinitely, it is important to categorise them effectively. We recommend breaking them down into:
Active deals – those with clear next steps and a closing timeline
Leads to nurture – potential opportunities that need further qualification
Lost or inactive deals – those that are not progressing and should be removed or reassigned
A Structured Approach to Pipeline Management
One of the most effective ways to optimise a pipeline is to have a structured, repeatable process. Many businesses we work with implement a clear lead qualification system. For example, a client using HubSpot segmented their leads into four categories:
Open leads – all potential prospects
Keep in touch – leads that might convert later but are not yet engaged
Marketing qualified – leads expected to close in the next six to twelve months
Sales qualified – leads likely to close within six months
By maintaining these distinctions and regularly reviewing deals, they avoided stagnation and improved conversion rates.
How to Keep Your Pipeline Healthy
To maintain a strong pipeline, businesses should:
Regularly review deals – Identify which opportunities are truly active and remove those that have stalled.
Attach activities to every lead – Ensure that each deal has a next step, whether it is a follow-up call, an email, or a scheduled meeting.
Limit inactive deals – If more than 20 percent of your pipeline consists of deals that are not expected to close within the next quarter, it is time to reassess.
Use multiple touchpoints – Engage prospects through calls, emails, LinkedIn messages, and other channels to maintain momentum.
Leverage CRM data – Review how long deals stay in each stage and adjust strategies accordingly.
The Power of Process
A clear pipeline management process is essential for sales success. Without it, businesses risk spending too much time on unqualified leads while missing out on real opportunities. By implementing a structured approach, sales teams can stay focused, improve efficiency, and drive better results.
If your sales team is struggling with an overloaded or disorganised pipeline, now is the time to take action. By refining your process, you can create a system that works for you instead of against you.
Is your CRM working for you or against you? Let’s optimise your sales process – click HERE to get in touch today.