Sending a quote feels like a step forward.
You’ve answered the RFQ. You’ve filled out the spec sheet. You’ve prepared the pricing. Click – send.
But here’s the uncomfortable truth:
Sending a quote doesn’t mean the opportunity has moved forward.
In many sales teams, this is exactly where deals stall.
The customer goes quiet.
The rep starts chasing.
Forecasts stay optimistic – but nothing actually happens.
Why the Funnel Often Gets It Wrong
The root problem?
Most sales funnels track internal activity – not customer progress.
Typical example:
- The rep sends a quote → Opportunity moves to “Quote” stage in CRM.
- Forecast weight gets adjusted.
- Management expects a decision soon.
But what’s missing?
Any real signal from the customer that they’re ready to decide.
Without clear customer milestones, stages become wishful thinking.
The result:
Overstuffed pipelines.
False forecast confidence.
And sales teams chasing deals that were never real.
The Better Alternative: Customer-Based Stage Criteria
Instead of tracking what sales has done, strong funnels track what the customer has done.
For example:
- The deal doesn’t move to “Decision” because we sent a quote.
- It moves because the customer has confirmed their decision process, involved all buying stakeholders, and committed to a timeline.
This small shift in logic changes how reps work – and how managers coach.
The key questions become:
- What has the customer done since our last meeting?
- What commitment have they given?
- What’s the next real customer step?
That’s how you build a pipeline that reflects reality – not hope.
Why This Matters for Sales Performance
When teams adopt customer-based funnel logic:
- Forecasts become more reliable
- Sales cycles shorten
- Coaching becomes more focused
- Resources are used more effectively
Because deals that don’t move? Get challenged early.
And deals with real customer momentum? Get the right attention.
That’s exactly why our product Aurora is built around customer decisions – not just internal steps.
Because sending a quote isn’t a sign of commitment. But knowing what the customer is truly ready for? That’s when real sales begins.
