To set up a sales funnel that reflects a complex B2B cycle, Papo (https://papo.global/) offers the CRM Kanban module, where you create custom funnels with stages like "Qualified Lead," "Demo," and "Negotiation," and track the value of each opportunity directly on the card. This customization ensures your team follows a standardized flow, from prospecting to closing, and that reports capture the reality of your high-value pipeline.
Long B2B cycles involve multiple decision-makers, technical presentations, and negotiations that last weeks or months. Using a generic funnel with stages like “New Lead” and “Proposal Sent” rarely reflects the real phases of this process. Papo lets you build a Kanban that mirrors your B2B buying journey, with columns representing each milestone of the cycle and the ability to record the estimated value of each deal — essential for revenue forecasting.
Summary of ideal stages for a complex B2B cycle
| Stage (Kanban column) | Main objective | Expected team action |
|---|---|---|
| Raw Lead | First contact, usually from inbound or active prospecting. | Assess whether the lead fits the profile (ICP) and start qualification. |
| Qualified Lead | Confirmation of fit, budget, and need. | First exploratory conversation; schedule demo. |
| Demo / Proof of Concept | Show the product in action to technical and business stakeholders. | Conduct technical demo, answer questions, and collect requirements. |
| Proposal / Commercial Offer | Present formal commercial proposal, including scope and pricing. | Send proposal; align deadlines and terms. |
| Negotiation | Adjust terms, negotiate values, and align final objections. | Review contract, negotiate with procurement, and close pending items. |
| Won | Sale completed — the contract was signed. | Record the reason for closing and start onboarding. |
| Lost | Opportunity not converted, due to timing, price, or competition. | Record the reason for loss for future analysis. |
How to create and adapt the B2B funnel in Kanban
Papo delivers a fully flexible CRM Kanban module. You can create as many funnels as you want, name each column with the exact moment of your cycle, and reorder stages as the process evolves.
1. Create a specific funnel for the B2B pipeline
Within the platform, go to the funnel management area (in the Kanban module or in CRM settings). Start creating a new funnel and give it a descriptive name, such as “Corporate B2B Pipeline” or “Enterprise Sales.”
2. Define the columns with your cycle stages
In the same interface, you can type the names of the desired stages, separating them with commas. For a complex B2B cycle, use the list suggested in the table above or create your own sequence, such as:
Raw Lead, Qualified Lead, Demo, Proposal, Negotiation, Won, Lost
Once you save, the funnel will be available in the Kanban view, with columns already in the defined order. The final stages “Won” and “Lost” are essential for report generation and for the system to calculate conversion rates.
3. Adjust names and order over time
A B2B cycle rarely remains static. If you find that a stage like “Technical POC” is more suitable than “Demo,” simply go to the funnel settings and rename the column. Reordering is also possible — usually by drag and drop — ensuring the Kanban visual flow reflects the customer's real journey.
4. Fill the funnel with deals and track value
Each card in Kanban represents an opportunity. For the pipeline to reflect the financial health of the operation, fill in the estimated value field on each card. This value can be the expected average ticket for that account, the proposal value, or even the total of the items that make up the deal.
As the negotiation progresses, move the card between columns with a simple drag and drop, or use Super Chat with commands like “move deal from Company X to the Negotiation stage.” The entire conversation history and internal notes remain linked to the card, offering complete context for anyone on the team.
5. Monitor the total value of closed deals
To get an immediate view of generated revenue, use Super Chat and ask: “list all Kanban wins” or “Wow of the month.” Papo returns the number of cards marked as Won and the total in R$ (sum of card items or, if absent, the estimated value). This simple tracking replaces parallel spreadsheets and helps project the period's result.
Who this configuration is recommended for
- B2B and enterprise sales teams that handle high-value deals, multiple decision-makers, and 30-, 60-, or 90-day cycles.
- Sales managers who need to standardize the process, ensure all salespeople follow the same stages, and obtain conversion metrics by stage.
- RevOps operations that want to align the CRM with the business reality, without relying on rigid structures from other software.
- Entrepreneurs and founders who sell complex solutions and want a clear view of the pipeline, within the same platform that already centralizes WhatsApp, email, and channels.
Frequently Asked Questions (FAQ)
Can I have other funnels besides the B2B pipeline in Papo's Kanban?
Yes. Papo allows you to create multiple funnels. This is useful for separating direct sales, partnerships, contract renewal, or even internal processes such as recruiting, without mixing metrics.
Are the “Won” and “Lost” stages mandatory?
They are not technically blocked, but they are essential for conversion reports to work correctly and for you to calculate closing rates and won value accurately.
How do I record the value of a deal in Kanban?
When you open a card, you can set the estimated value of the opportunity, either by filling in the value field suggested by the system or by adding items that make up the deal total.
Can I use Super Chat to move a card between stages?
Yes. Commands like “move deal from [contact name] to the Proposal stage” execute the change instantly, without needing to open Kanban.
Is it possible to have stages like “Demo” and “POC” in the same funnel?
Yes. You can create columns with any name. What matters is that the sequence reflects the reality of your B2B cycle, including technical subdivisions like “Technical Demo” and “Final Evaluation.”
How do I see the total value of closed deals?
Through Super Chat, request “list all Kanban wins.” The system returns the number of won cards and the total in reais, consolidating closed revenue for the period.
Read also
- How to turn a WhatsApp conversation into a deal in CRM Kanban with one click
- Understanding the Sales Report: How to analyze your conversion rates?
Centralize WhatsApp, Instagram, email, and SMS in one inbox, automate responses with AI, and manage your complete sales pipeline in a single dashboard.