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Do customers take forever to get through your company’s sales funnel? Or maybe you have issues with sales forecasting

These aren’t just frustrating glitches in your sales process; they signal a need for effective Opportunity Management (OM).

Don’t worry–you’re not alone, and we’ve got you covered.

Hi! My name is AJ! After selling my company for multiple seven figures, I created Small Business Bonfire to help entrepreneurs achieve their dreams! 

As a business owner, I know firsthand the importance of opportunity management in driving sales and growing revenue.

What do I mean by opportunity management? Keep reading to learn more!

Key Takeaways

Related Reading: Best Small Business CRM

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What is Opportunity Management? 

Opportunity management is when businesses organize and track deals in their sales pipeline. 

As a result, sales teams can prioritize the deals that are likelier to close

Also, an effective opportunity management system strengthens a business’s sales approach and makes it more likely to achieve its sales goals. 

When companies manage sales opportunities, they dedicate significant time and energy to learning about their target audience and current customers. 

That way, sales reps can create a personalized sales process for each potential customer. 

For instance, sales agents must understand the following things for a successful opportunity management plan: 

A customer’s likes and dislikes Strategies and messages that resonate with the customer Purchase history Buying behaviors Preferred communication channel 

How do you know if your team needs sales opportunity management? 

Don’t worry! I cover that in the next section. 

Signs You Need Opportunity Management

OM helps sales teams move leads through the sales pipeline efficiently

While most companies can benefit from sales opportunity management, some need it more than others! 

For example, here are three telltale signs that your organization might require an efficient opportunity management system. 

Inconsistent Sales Forecasting

If your sales forecasts are often off the mark, this could be a sign that your team needs to manage sales opportunities more effectively. 

An OM system can help improve the accuracy of your forecasts by providing comprehensive, real-time data about your sales pipeline.

Sales forecasting is beneficial because it helps companies do the following things: 

Create more accurate budgets Boost sales team morale Identify weak points in the sales cycle quickly 

Stagnating Sales Cycle Figures 

Suppose your sales figures have hit a plateau or are declining despite efforts by your sales team. 

In that case, it may indicate that your company needs to identify or pursue opportunities more effectively. 

Sales figures decline for endless reasons, making it challenging to spot the factor immediately. 

Fortunately, OM aids in recognizing a company’s downfalls and capitalizing on new opportunities. 

Poor Customer Retention 

High customer churn rates are often linked to a lack of personalized customer engagement. 

OM encourages a deeper understanding of: 

Customer behaviorCustomer preferencesCustomer needs

As a result, this enables you to tailor your approach and build stronger, lasting customer relationships!

Additional signs that your company needs an opportunity management process include the following indicators: 

It’s hard for your team to determine which opportunities they should prioritize You don’t know the potential value of each sales opportunity as they move through the sales pipeline You’re unaware of the ratio of opportunities lost to opportunities wonYour sales leads move through the funnel slowly, with large gaps between touchpoints You and your team spend significant time figuring out the next steps 

Pro Tip #1: Use CRM software to collect and organize customer data; this helps your sales team identify patterns and effective strategies for sales opportunities. 
– AJ Silber

Opportunity Management Benefits

Opportunity management presents several benefits for businesses, large and small. 

For example, here are three key advantages to expect from sales opportunity management!

Increased Sales Process Efficiency

First and foremost, opportunity management can dramatically enhance the efficiency of your sales team

For instance, OM helps identify the most promising leads and allocates resources accordingly. 

As a result, you ensure the team doesn’t waste their efforts on less likely prospects. 

This focused approach can significantly boost your sales conversion rates and improve the overall sales process.

Improved Decision-Making

With opportunity management, businesses can access well-organized information about every opportunity in the sales pipeline. 

Further, pipeline data can inform strategic decisions, making it easier to adjust and optimize the sales strategy as needed. 

Essentially, sales opportunity management involves a proactive approach, anticipating and addressing potential issues before they become obstacles!

Enhanced Customer Relationship

Lastly, OM fosters more profound relationships with customers. 

Businesses can provide more personalized service by understanding the customer’s needs, preferences, and behaviors. 

Why is it critical for companies to create personalized shopping experiences for consumers? 

Better relationships improve customer satisfaction and encourage loyalty, leading to repeat business and referrals.

Also, today’s consumers desire a personalized sales process because it makes them feel special and unique. 

Finally, when your team takes care of its customers and treats them respectfully, they’re likelier to tell their friends and family about your products or services (which I like to call free advertising!). 

Sales Opportunity Management vs. Lead Management

common mistake small businesses make is confusing lead management for sales opportunity management. 

While these terms sound similar, they carry very different meanings. 

So, let’s learn the difference between a sales lead and a sales opportunity! 

Sales Lead 

A sales lead is like someone who just walked into a store because they saw a cool gadget on display. 

These consumers are interested; they’re looking around but have yet to decide if they will buy anything. 

That’s your sales lead – someone who’s shown interest in your product or service but has yet to decide to purchase.

While sales leads and sales opportunities are essential in the sales process, they are at different stages. 

lead is an initial interest, the foot in the door, while an opportunity is a potential sale much further along in the process.


In the world of sales, an opportunity is like a player on a basketball team who’s right at the hoop, poised to score a point. 

They’ve moved past just looking at the ball (the product or service) and are now in a position where they’re ready to shoot (make a purchase). 

Further, these individuals have shown more than just interest; they’ve demonstrated a clear intention to buy and are at a crucial stage of the game (the sales process). 

So, as a team player (salesperson), you must pass them the ball (provide the right product or service) at the right time to help them make that shot! 

Compared to sales leads, an opportunity is in a much closer position to buy something. 

Opportunity Management Goals

Sales opportunity management goals vary depending on the company and its sales history. 

Still, there are two main goals that (almost) every company should consider when discussing OM. 

Let’s take a look!

Maximize Sales Conversions

One of the primary goals of opportunity management is to maximize the conversion of sales opportunities into actual sales. 

Businesses can prioritize the most promising leads by tracking and managing opportunities as they move through the sales pipeline.

As a result, this increases their chances of conversion. 

Increasing sales cycle conversions involves the following things: 

Understanding the needs and preferences of potential customersTailoring the sales approach accordinglyEnsuring timely follow-ups

Enhance Customer Relationships

Another critical goal of OM is to foster more profoundmeaningful customer relationships. 

Businesses can provide a more personalized service by thoroughly understanding customer behavior, preferences, and needs. 

As a result of understanding customers better, a business can enhance their shopping experience and increase their loyalty to the brand. 

In the long run, this leads to repeat business, customer referrals, and increased revenue.

Establishing repeat customers is one of the most valuable things a business can do. 

Did you know selling to a first-time customer is significantly more expensive than a repeat one? 

Since first-time customers demand more advertising and recruiting, it’s an expensive (and time-consuming) process. 

Pro Tip #2: Regularly review and refine your opportunity management strategy to stay ahead of the competition. 
– AJ Silber

Opportunity Management Process 

Let’s delve into the opportunity management process flow, a structured approach that streamlines the journey from identifying a sales lead to closing the deal.

There are five steps to managing sales opportunities effectively, including: 

Identifying prospects Qualification Follow-up Proposal Contract 

Let’s look at these steps in greater detail!

Step 1: Prospect Identification

Prospect identification is the first step in the opportunity management process. 

Identifying prospective customers involves recognizing potential customers who could benefit from your product or service. 

Typically, identifying these individuals is a process that requires a deep understanding of the following things: 

Your company’s ideal target marketCustomer needsFinding ways to connect with customers 

Businesses often rely on various methods to identify prospects, such as: 

Online researchIndustry eventsNetworkingCustomer relationship management (CRM) software

The ultimate goal of this step is to create a well-defined list of contacts who are likely to be interested in what your business offers!

Step 2: Qualification

Qualification is a crucial step in the opportunity management process. 

At this point, a sales team assesses potential opportunities to determine their fit with your product or service. 

Further, this process involves the following actions: 

Evaluating whether the prospect has a genuine need for your offeringThe authority to make a buying decisionWhether the customer has the resources to afford your products or services

It’s like screening moviegoers for the proper film – you wouldn’t want to show a horror movie to someone looking for a romantic comedy! 

The objective is to focus on leads with the highest chances of conversion, thereby optimizing the sales cycle. 

Step 3: Follow-Up 

Think of your follow-up as the sequel to the first movie: it’s where you continue the story and deepen the relationship with your potential customer. 

Further, a follow-up is when you connect with your prospect after the initial interaction or proposal. 

Follow-ups could involve any of the following things: 

Answering any additional questionsProviding further details on your product or service  Reminding the prospect about your offering

Follow-ups are essential because they keep your business at the top of the prospect’s mind. 

Also, they nurture the lead and show that you’re genuinely interested in serving their needs. 

Step 4: Proposal 

The fourth stage in the opportunity management process is the proposal. 

A sales proposal is a formal offer from a seller to a potential buyer. 

Also, a proposal outlines what the seller can provide regarding products or services and details the terms of the potential business relationship, including the following:

PriceDurationOther key factors

A sales proposal aims to convince the prospect that your offering is the best solution for their needs. 

The proposal must be clearcompelling, and customized to the prospect’s requirements.

Doing these things makes you more likely to convert prospects into paying customers!

Step 5: Contract 

The fifth and final stage in the opportunity management process is the contract. 

Creating a contract is where the rubber meets the road, transforming your efforts into real business! 

Essentially, this is the point at which the sales cycle is turned into a legally binding agreement between the seller and the buyer. 

The contract stipulates the terms and conditions of the agreed-upon sale, such as: 

Specific products or services to be providedThe payment termsThe obligations of each party

The contract ensures that both you and your client are on the same page about what to expect from each other. 

Therefore, making the contract clear, precise, and thorough is crucial, leaving no room for misunderstandings. 

Tips for Managing the Opportunity Pipeline

Here are a few tips to help you with opportunity and sales pipeline management! 

Tip 1: Understand the Sales Pipeline

Understanding the sales pipeline stages is a fundamental aspect as you manage opportunities. 

The sales pipeline visually represents where potential sales are in the sales process. 

Sales pipelines include stages such as: 

Lead generationLead nurturingConversionFinal sale

When each sales rep understands the pipeline, it allows businesses to effectively manage each deal. 

Also, knowing the pipeline helps boost productivity because teams know what they should do at each step. 

Tip 2: Set Responsibilities 

Establishing clear responsibilities is one of the best practices of opportunity management. 

When teams set responsibilities, it ensures that each team member knows their exact role in the process, from identifying prospects to closing deals. 

Having well-defined responsibilities avoids things in the sales process like: 


Therefore, teams can make informed decisions and stay efficient. 

Also, setting responsibilities promotes accountability.

For example, when everyone knows what they’re responsible for, they’re more likely to take ownership and strive toward success. 

Therefore, clearly defined roles are crucial for a smooth and successful opportunity management process, whether it’s deciding who handles lead generation, who conducts follow-ups, or the final purchase decision and contract.

Tip 3: Know the Customer Data

Knowing your consumer data is the backbone of a successful OM. 

Understanding this data is like having a detailed map of your customer’s needs, behaviors, and preferences.

As a result, your team can respond quickly and cater to each prospect. 

Remember, personalization is critical, so your sales staff MUST have the information to do this!

Further, understanding your prospect data can provide insights into the following things: 

Purchasing patternsDemographic factors Customer feedbackPopular communication channels closely related to closed deals 

Customer knowledge enables you to forecast future trendspersonalize your marketing and sales efforts, and ultimately, better serve your customers. 

In the long run, making data-driven decisions can enhance customer satisfaction, boost retention rates, and increase revenue. 

Therefore, deep diving into consumer data is a crucial strategy in the opportunity management process.

Tip 4: Research Your Leads 

Whether your company uses a sales opportunity management software tool or not, it’s crucial to research and understand your leads. 

After someone enters the sales funnel, your sales representatives should ask questions about them, such as: 

How much money do they have to spend? How quickly do they respond? What does their purchasing process look like? What pain points are they currently experiencing? 

Collecting customer data is critical in improving the sales pipeline!

Tip 5: Create Customer Discovery Stages 

Prospective customers learn more about your company with each step they take in the sales pipeline. 

Therefore, sales team members must create opportunities at each of these stages to push them closer to a sale. 

Tip 6: Focus on Efforts Where They Matter 

When you’re managing opportunities, you’ll notice that each prospective customer has a different value. 

Focusing your time on qualified leads that have the highest value is efficient. 

Otherwise, you’re wasting valuable insights, time, and money on low-quality leads. 

Tip 7: Use Automation 

Investing in an opportunity management tool is a wise choice because it (usually) includes automation tools. 

Which aspects of the opportunity management process can you automate? Consider the following tasks: 

Sending follow-up emails Locating qualifying information quickly Scheduling sales meetings and other appointments Moving potential customers from one stage of the sale pipeline to the next on a visual chart

When companies manage opportunities, it demands considerable time and energy. 

Therefore, freeing up time using automation is smart. 

Tip 8: Track Progress

Tracking progress in opportunity management is like having a road map on a long journey. 

Tracking sales stages and data provides a complete picture of how your prospects are moving through the sales pipeline. 

As a result, this allows you to identify any bottlenecks or weak points that may be slowing down the sales stages. 

Regular tracking can help you evaluate the effectiveness of your sales activities and make necessary adjustments on the go. 

Opportunity Management Examples

Here are three OM examples!

Example 1: Reviewing Your Pipeline 

Think of reviewing your pipeline as a health check-up for your sales process. 

By regularly reviewing your pipeline, you can track opportunities and their progression through the sales process. 

Also, it gives you a snapshot of potential deals and helps identify any stagnant opportunities. 

Example 2: Generating Reports 

Generating reports is another aspect of OM. 

Although administrative tasks like creating reports can be mundane, the data can reveal multiple opportunities you haven’t considered! 

By extracting data from your pipeline, you can review statistics like how many deals are in each stage. 

Also, when you generate reports, it helps identify win rates and other critical metrics to help improve the sales process.

Example 3: Automation

Automation tools are a game-changer in OM!

Automation tools help streamline tasks like scheduling appointments, data entry, and sending follow-up emails. 

Also, automated features integrate with multiple channels like mobile CRM software and accounting software to provide visibility into the pipeline and consumer data. 

Using automation can save valuable time and increase efficiency within your team. 

What is Opportunity Management in CRM?

Opportunity management (OM) in customer relationship management (CRM) software is a strategic process that allows companies to identify and track sales opportunities as they move through different stages in the sales cycle, from lead generation to deal closure. 

These tools not only organize and manage multiple opportunities but also offer deep insights into customer behavior, preferences, and interactions. 

With OM in a CRM system, businesses can prioritize leads based on their value, streamline their sales efforts, and forecast sales outcomes based on data analytics. 

This level of insight and coordination can lead to increased sales efficiency, improved customer experiences, and, ultimately, higher revenue growth!

Final Thoughts on Opportunity Management

Does sales opportunity management matter? In short, YES! 

Opportunity management is the process that helps sales managers and teams organize and track the prospects in their sales funnel. 

A designated opportunity management tool and CRM software make the process much simpler! 

Also, when companies implement best practices and opportunity management software, they close more deals, have more effective marketing campaigns, and speed up the purchase process. 

How does your team identify potential sales? Let us know in the comments section below! 

Good luck!

The post What is Opportunity Management (OM)? Guide for Small Businesses appeared first on Small Business Bonfire.

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