Process Design
Design stages, SLA, ownership, and exception handling so CRM moves actual work.
CRM process standardizes what teams repeatedly do for customers. Without process, CRM becomes a place to record work. With too much process, teams work around it.
Process Units
| Flow | Starts when | Ends when |
|---|---|---|
| Lead routing | New lead is created | Owner assigned and first follow-up done |
| Sales pipeline | Lead becomes qualified | Closed won or lost |
| Onboarding | Contract or purchase is completed | Initial value is delivered |
| Customer support | Ticket is created | Resolution is confirmed |
| Renewal management | 120/90/60 days before renewal | Renewed, contracted, or churned |
| Expansion | Usage or outcome signal appears | Upsell, cross-sell, or hold |
Stage Template
| Item | Example |
|---|---|
| Stage | Discovery complete |
| Entry condition | Problem, decision maker, and timeline confirmed |
| Required data | Pain, owner, budget range, next step |
| Next action | Schedule tailored demo |
| SLA | Follow-up email within 2 business days |
| Exit condition | Budget missing, no decision timeline, or ICP mismatch |
SLA Examples
| Situation | SLA |
|---|---|
| Demo request | First response within 4 business hours |
| High-intent lead | Rep touch within 24 hours |
| Onboarding start | Kickoff within 3 business days after contract |
| Critical support case | Resolution plan within 1 business day |
| Renewal risk | Recovery plan within 5 business days |
Exception Handling
- Who reassigns work when there is no owner?
- Should missing required fields block stage movement?
- Who receives SLA breach alerts?
- Which meeting reviews repeated exceptions?
- What is the manual recovery path when automation fails?
Field Test
A good process makes the next action clear. If a rep opens CRM and still cannot tell what to do next, the workflow design is incomplete.