Pipeline and discovery

Pipeline stagesLink

Researched: fit, source, buyer route and contact eligibility recorded. Contacted: an actual first approach made. Engaged: a substantive human response about relevance or the offer. Qualified: a relevant problem, credible buyer or approval route, plausible format, and compatible timing and expectations. Commercial decision: a written paid next step issued to the right buyer. Won: agreement and booking conditions met. Lost: documented rejection or closed opportunity with reason.

Every open item needs an owner, dated next action and decision evidence. Keep welcome future check-ins separate from active opportunities. Automatic replies and friendly conversation do not establish qualification.

Initial discoveryLink

Ask about the site or brief, consequences of the problem, desired result, previous attempts, timing, constraints and people involved. Keep the call focused on fit; do not request credentials or customer data.

For agencies: where does external WordPress expertise fit; who owns requirements and approval; how should end-client contact work; and which commitments still need technical validation?

For businesses: what does the site need to do; who owns hosting, content, licenses and decisions; why now; who approves spending; and is paid assessment acceptable?

Choose a paid next stepLink

Use diagnosis for uncertain systems or causes; engineering for clear behavior and acceptance checks; partnership for recurring need on an acceptable baseline. Decline or refer unsupported coverage or capability. Check pricing and calendar before issuing a proposal.

Send a concise recap with problem, assumptions, responsibilities, next step and fee basis. Agree a decision date and whether follow-up is welcome. Record a win only after agreement and booking conditions; keep future potential, recurring value, one-time fees, earned revenue and cash separate.

Illustrative funnelLink

A 60-account test might produce 9 substantive replies, 6 qualified conversations, 3 paid offers and 1 win: 15%, approximately 67%, 50% and 33% conversion at successive stages. These are arithmetic assumptions, not expected results. Measure by audience, channel and cohort; do not invent probability-weighted revenue without history.

A diagnostic and a partnership are different wins. Capture format, value, hours, costs, collection timing, loss reasons and evidenced continuation.