Sales funnel in a CRM: How to build It, automate It, and close more deals

In this article, we explain how the Uspacy CRM pipeline creates a clear structure that makes the client journey transparent for the team, ensures every inquiry is captured, and breaks the sales process into clear, manageable steps.

A digital sales funnel is a visual representation of the sales process within a CRM system interface. Most often, it is implemented as a Kanban board: columns represent stages, and cards represent individual deals. The key difference from Excel spreadsheets is dynamics. A spreadsheet is static—it’s just a list. In a CRM, a card moves from left to right, from first contact to payment, accumulating the entire history of interactions.

A manager can open the board and understand the situation in seconds. It’s immediately obvious where deals are stalling. There may be too many cards stuck in negotiations, with no one moving them toward closing. Or the funnel entry may be empty, leaving managers with no leads to contact. This transparency enables quick decisions instead of waiting for a quarterly report. In Uspacy, the total value of potential deals at each stage is visible, making it easier to forecast sales results.

A well-designed structure is the foundation of effective sales operations. You should avoid creating too many sales stages or naming them after actions or vague processes such as “Thinking” or “In progress.” Each stage should reflect a completed outcome. For example, if a stage is called “Call,” it’s unclear whether the manager still needs to make the call or has already spoken with the client. It’s better to use names like “Qualified” or “Contact established.”

You should also avoid combining everything into a single funnel, since the initial sales process differs from service support or repeat purchases. In Uspacy, you can set up multiple funnels, each with its own set of stages and permissions. This allows you to separate client flows and avoid mixing “hot” leads with those waiting for delivery.

An important detail is configuring required fields for moving deals between stages. The system will not allow a card to be moved forward until the manager fills out critical information. For example, a proposal cannot be sent without specifying the budget or service type. This enforces discipline within the team and ensures complete, reliable data in the CRM.

Routine kills sales. When a manager spends time manually creating cards, reminders, or documents, they aren’t selling. A CRM should take over mechanical tasks. In Uspacy, this is implemented through triggers and automated actions. The logic is simple: “If A happens, do B.” This eliminates human error in areas where it can lead to mistakes.

The first level of sales automation is lead collection. Thanks to integration with messengers (Telegram, Viber, Facebook) and websites, all inquiries are automatically converted into leads or deals. Managers don’t need to copy messages from their phones. Messages appear in “External Lines,” a chat is created, and the history is saved in the card. This is especially useful for companies with a high volume of incoming requests.

The second level is automatic task and reminder creation. When a deal moves to the “Proposal sent” stage, the system can automatically create a task like “Follow up in 24 hours.” This ensures no client is forgotten. Or, when moving to the “Invoice” stage, an automated document can be generated from a template, pulling in the client’s details.

Automation has its limits. It speeds up processes but cannot replace human interaction. A robot cannot persuade a hesitant client. That’s why it’s important to ensure time for real, personal communication.

A well-configured funnel is a valuable source of information for analysis. A CRM allows you to see the actual conversion at each stage of the funnel. For example, if only ten out of one hundred new leads reach the “Qualification” stage, the problem may lie in traffic quality or the initial call scripts. If clients leave after receiving a proposal, it may be worth reviewing pricing or the perceived value of the offer.

Analyzing reasons for rejection is another powerful tool. When a manager closes a deal as unsuccessful, the system requires them to specify a reason, such as “Too expensive,” “Purchased from a competitor,” or “Timeline doesn’t work.” Over time, this enables generating reports to identify weak points in the product or service. For example, a company may find that 30% of lost clients resulted from unavailable stock and take steps to improve supply planning.

It’s also important to analyze deal duration. How much time does a client spend at each stage? A prolonged process can cool down interest. Uspacy provides tools to collect and visualize key metrics. Dashboards can be built to show each manager’s performance: number of calls, deals closed, overdue tasks. This allows managing the team based on real data.

Analytics helps uncover growth opportunities. Addressing a single bottleneck can significantly increase revenue without raising the advertising budget. The key is to review reports regularly and turn insights into action.

A well-structured CRM funnel is like a treasure map for your business. It shows where the money is and what steps are needed to claim it. Don’t try to build the perfect sales optimization system all at once. Start simple: sign up, create 4–5 clear stages, and connect Telegram and telephony. Within a week, you’ll see how much easier it is to manage processes when they are visualized. Order in your workflow inevitably leads to profit growth, and Uspacy provides all the necessary tools to achieve it.