Lead Management
Lead Status Management: Systematic Disposition Tracking for Funnel Visibility
Status chaos equals invisible revenue. When leads sit in your CRM with vague labels like "working" or "contacted" for weeks (or months), you can't answer basic questions: How many leads are actually being worked? Where are the bottlenecks? Why did conversion rates drop last quarter?
Most teams treat status as an afterthought - something reps update when they remember or when their manager asks. That's a mistake. Status is how you make your pipeline visible, measurable, and predictable. It's the operational foundation that separates guessing from knowing.
This guide shows you how to design status systems that your team will actually use, automate what can be automated, and extract the analytics that drive better decisions.
Lead status vs lead stage: The critical distinction
People confuse these constantly, and it causes problems. They're related but fundamentally different.
Lead Stage is where a lead sits in your overall buyer journey. It's their lifecycle position:
- Marketing Qualified Lead (MQL)
- Sales Accepted Lead (SAL)
- Sales Qualified Lead (SQL)
- Opportunity
- Customer
Stages move in one direction (forward through your funnel) and represent major milestones. A lead graduates from MQL to SQL - it doesn't bounce back and forth. See lead lifecycle stages for the full framework.
Lead Status is the current disposition or action state within a stage. It answers: "What's happening with this lead right now?"
- New
- Attempting Contact
- Connected
- Qualified
- Nurture
- Disqualified
Statuses are dynamic and can change frequently. A lead might be "Attempting Contact" for three days, then "Connected," then back to "Attempting Contact" if they don't respond. Status is operational - it tells you what work is being done or needs to happen next.
How they work together: Imagine a lead is in the SQL stage (that's where they are in the journey). Their status might be "Attempting Contact" (that's what's actively happening). Once they connect and have a qualifying conversation, their status becomes "Qualified" and they might move to the Opportunity stage.
Think of stage as the chapter of a book, status as the specific scene. You need both for complete visibility.
Essential universal lead statuses
Every company is different, but most need these baseline statuses. Start here and customize as needed.
New/Uncontacted
The lead just entered your system and nobody's touched it yet. This should be a temporary state - ideally measured in minutes or hours, not days.
When to use: The moment a lead is created (form submission, import, manual creation).
What it triggers: Automatic assignment workflows, SLA timers, initial contact tasks.
Data requirements: At minimum, name and contact method (email or phone).
Red flag: If leads stay "New" for more than 24 hours, you have a routing or capacity problem.
Attempting Contact
Someone's actively trying to reach this lead but hasn't connected yet. Calls going to voicemail, emails sent but not replied to, LinkedIn messages pending.
When to use: From first outreach attempt until you have a real conversation.
What it triggers: Automated follow-up sequences, escalation if too many attempts fail.
Data requirements: Contact attempts logged (dates, times, methods), next follow-up scheduled.
Red flag: More than 8-10 contact attempts without connection usually means it's time to move to a different status (nurture or disqualified).
Connected
You've had human-to-human contact. Phone conversation, email reply, meeting scheduled - any form of two-way communication.
When to use: After the first meaningful interaction, before qualification is complete.
What it triggers: Qualification workflows, reminder tasks to complete qualification, timeline expectations set.
Data requirements: Connection notes, next steps documented, qualification in progress.
Red flag: Leads stuck in "Connected" for weeks without moving to "Qualified" or "Disqualified" suggest reps aren't doing qualification properly.
Working
Active qualification or sales process in progress. You're connected, they're engaged, and you're moving toward a decision together.
When to use: After initial connection when ongoing conversations are happening.
What it triggers: Regular follow-up tasks, stage progression checkpoints.
Data requirements: Discovery notes, identified needs, timeline to decision, next meeting scheduled.
Red flag: This status can become a dumping ground. If "Working" leads aren't progressing toward qualified or disqualified within 30 days, they're probably not really being worked.
Qualified/Unqualified
You've completed qualification and made a determination. Qualified means they meet your criteria and should progress. Unqualified means they don't - at least not right now.
When to use: After you've assessed fit and intent using your qualification framework.
What it triggers:
- Qualified: Move to opportunity stage, route to AE, begin formal sales process
- Unqualified: Move to nurture or disqualified status, exit active sales workflows
Data requirements: Qualification criteria results documented (BANT, MEDDIC, or whatever framework you use), explicit reason for qualification or disqualification.
Red flag: If your qualified-to-closed rate is below 15-20%, your qualification standards are too loose.
Converted
This lead has moved to an opportunity or deal. It's no longer a lead - it's now in your sales pipeline.
When to use: When an opportunity is created and the formal sales process begins.
What it triggers: Lead status locked (can't be changed back), opportunity workflows begin, lead nurture stops.
Data requirements: Associated opportunity ID, expected close date, deal value.
Red flag: Leads getting "converted" and then stalling as opportunities suggests premature conversion.
Nurture
The lead has potential but isn't ready for active sales engagement. Could be timing, budget, or they need more education first.
When to use: When the lead is qualified-ish (fits ICP) but isn't sales-ready. Also for previously engaged leads that have gone cold but shouldn't be disqualified.
What it triggers: Marketing automation enrollment, email nurture sequences, periodic re-engagement attempts. See lead nurturing programs for the full playbook.
Data requirements: Reason for nurture, expected re-engagement timeframe, last meaningful interaction date.
Red flag: "Nurture" becoming a black hole where leads disappear forever. Set re-evaluation schedules.
Disqualified/Lost
This lead is a dead end - at least for now. They don't fit your ICP, they're not interested, timing is never going to work, or they went with a competitor.
When to use: When you've definitively determined this lead won't convert in any reasonable timeframe.
What it triggers: Removal from active workflows, possible recycling queue entry (see lead recycling strategies), reporting/analytics tracking of loss reasons.
Data requirements: Disqualification reason (must be specific - "budget," "no authority," "competitor," "wrong fit"), notes on conversation, date of disqualification.
Red flag: If more than 50% of your leads end up disqualified, you have a lead quality or targeting problem upstream.
Recycled
This lead was previously disqualified or lost but has been re-entered into consideration due to changed circumstances.
When to use: When time-based or event-based triggers indicate a previously dead lead might be worth another shot.
What it triggers: Re-entry into contact workflows, often with a fresh rep assignment to avoid history bias.
Data requirements: Original disqualification reason, recycling trigger event, time since last contact.
Red flag: Recycled leads converting at <5% suggests you're recycling junk. Be more selective.
Custom status design principles
The universal statuses above work for many companies, but you might need variations. Here's how to think about customization.
Mapping to your specific sales process
Your statuses should mirror how work actually flows. If your sales process has a distinct "demo scheduled but not delivered" phase, that might warrant its own status. If you have a required security review before conversion, "Security Review" might be a status.
Ask: What are the discrete action states leads move through? Each distinct state that requires different handling is a potential status.
Sub-status granularity considerations
You can get very granular. "Attempting Contact" could have sub-statuses: "Email Sent," "Called - No Answer," "LinkedIn Message Sent," "Left Voicemail."
But should you? It depends on whether that granularity drives better decisions or process improvements. If you're analyzing conversion by contact method, sub-statuses are useful. If you're just creating data entry work, skip it.
A good rule: If you'll report on it or automate based on it, it's worth tracking. Otherwise, keep it simple.
Avoiding status proliferation trap
Too many statuses creates confusion. Reps don't know which to use, meanings overlap, and your reporting becomes meaningless.
Keep your primary status list to 8-12 options maximum. If you need more granularity, use sub-statuses or custom fields, but keep the main status field clean.
Test: Can a rep pick the right status without looking at a guide? If not, you have too many.
Clear definitions for each status
Write explicit definitions for every status. What does "Working" mean? When should a lead be marked "Nurture" vs "Disqualified"?
Create a status guide document that explains:
- What each status means
- When to use it
- What data must be entered when setting this status
- What happens automatically when this status is set
- What the next steps should be
Train new reps on this during onboarding and reference it regularly.
Status transition rules and requirements
Statuses shouldn't change randomly. Define the rules for how and when transitions happen.
What triggers status changes
Changes happen through:
- Manual rep action: Rep updates status after an activity
- Automated workflow: System changes status based on behavior (lead clicks email = move from "Attempting Contact" to "Connected")
- Time-based rules: Status auto-updates after period of inactivity
- Integration triggers: External events cause status changes (meeting attended, form submitted)
Document which transitions can happen automatically and which require human judgment.
Required data for each status
Don't let reps change status without context. Use validation rules to enforce data entry:
- Moving to "Connected"? Must log the interaction and date
- Moving to "Qualified"? Must complete qualification fields (budget, authority, need, timeline)
- Moving to "Disqualified"? Must select a reason from dropdown
This isn't bureaucracy - it's ensuring your data is usable for analysis later.
Auto-status update logic
Common automation patterns:
- New lead created → Status = "New" (automatic)
- First email sent → Status = "Attempting Contact" (automatic or semi-automatic)
- Email reply received → Status = "Connected" (automatic)
- Meeting held → Status = "Working" (automatic after meeting logs)
- 30 days no activity in "Working" → Status = "Stale - Review Required" (automatic alert)
- Opportunity created → Status = "Converted" (automatic)
Build these rules into your CRM workflows so status stays current without manual work.
Manual override protocols
Sometimes automation gets it wrong. A lead might reply to an email but their response is "unsubscribe me" - that shouldn't trigger "Connected" status.
Give reps the ability to override, but log when they do. If you see patterns of overrides, your automation rules need adjustment.
Status-based operational automation
Status becomes powerful when it drives action automatically.
Workflow triggers by status
Examples:
- Status = "New" → Create task for rep to contact within 2 hours
- Status = "Attempting Contact" for 5 days → Escalate to manager
- Status = "Connected" → Send automated email with calendar link
- Status = "Qualified" → Notify sales manager, create opportunity draft
- Status = "Disqualified" → Remove from sales sequences, add to nurture if appropriate
Every status should have clear "what happens next" automation.
Routing based on status changes
Status changes can trigger re-routing:
- Lead hits "Qualified" → Route to senior rep or AE
- Lead moves to "Nurture" → Transfer ownership from SDR to marketing automation
- Lead changes to "Recycled" → Assign to different rep than originally worked it
This ensures the right people are working leads at the right time.
Alert and escalation rules
Use status to identify problems before they're critical:
- Lead in "Attempting Contact" for 7+ days → Alert SDR manager
- Lead in "Working" with no activity for 14 days → Alert rep and manager
- High-value lead moves to "Disqualified" → Require manager approval
- Multiple leads from same company all "Nurture" → Flag for account-based strategy review
Proactive alerts based on status catch issues early.
SLA enforcement by status
Different statuses have different urgency. Set service level agreements and enforce them:
- "New" leads: First contact within 2 hours (business hours)
- "Attempting Contact": Progress to "Connected" or "Nurture" within 5 business days
- "Connected": Complete qualification within 10 business days
- "Working": Activity logged every 7 days minimum
Track SLA compliance by rep and by team. Status makes this measurable.
Status analytics and reporting
Status data is goldmine for understanding pipeline health.
Funnel conversion by status
Track conversion rates between statuses:
- New → Attempting Contact: Should be 100% (if not, routing is broken)
- Attempting Contact → Connected: 30-50% is typical
- Connected → Qualified: 40-60% range
- Qualified → Converted: 70-85% (if much lower, qualification is weak)
These ratios tell you where leads are getting stuck.
Average duration in each status
How long do leads typically stay in each status before moving forward?
- New: <4 hours
- Attempting Contact: 3-7 days
- Connected: 5-10 days
- Working: 14-21 days
- Qualified: 1-3 days (should move quickly to opportunity)
Long durations signal problems. If leads sit in "Connected" for 30 days on average, reps aren't following up properly.
Bottleneck identification
Look for statuses where leads accumulate:
- 500 leads in "Attempting Contact" but only 50 in "Connected"? You have a connection rate problem.
- 200 leads in "Working" but only 20 moving to "Qualified" per month? Qualification isn't happening fast enough.
Status distribution shows you where to focus improvement efforts.
Rep performance by status management
Compare reps:
- Who has the highest "Attempting Contact → Connected" rate?
- Who lets leads sit in "Working" the longest without progression?
- Who has the best "Qualified → Converted" rate?
This identifies coaching opportunities and best practices to replicate.
Common status management problems
Even with good systems, these issues crop up.
Stale status syndrome
Leads sit in the same status forever because reps don't update them. Six months later, "Working" leads are actually dead, but the CRM doesn't know it.
Solution: Automated stale status alerts. If a lead has been in "Working" for 30 days with no logged activity, force a status review. Either the rep updates it to reflect reality or it auto-moves to "Disqualified."
Inconsistent rep usage
One rep marks everything "Working" immediately. Another keeps leads in "Attempting Contact" through multiple conversations. Different interpretations destroy your data.
Solution: Strict definitions, regular training, and spot-checking. Review a sample of each rep's status changes monthly and give feedback on incorrect usage.
Too many status options
You created 20 different statuses to capture every possible nuance. Now reps are paralyzed trying to choose and half the statuses never get used.
Solution: Simplify. Consolidate similar statuses. Use 8-12 primary statuses and put extra detail in custom fields if you need it.
Unclear definitions
"Working" vs "Connected" vs "Qualified" - what's the difference? If reps have to guess, they'll all guess differently.
Solution: Write down explicit definitions with examples. "Working" means active back-and-forth conversations are happening and qualification is in progress. "Connected" means you've talked once but haven't qualified yet. Make it clear.
Status governance and enforcement
Status standards only work if you enforce them.
Governance practices:
- Regular audits of status data quality
- Manager review of status transitions for their teams
- Required fields tied to status changes (can't mark "Disqualified" without selecting a reason)
- Coaching based on status management metrics
- Quarterly review and refinement of status definitions
Create a status council: ops, sales management, and a few reps who meet quarterly to discuss what's working and what needs adjustment.
Status and lead lifecycle integration
Status and stage need to work together seamlessly. Your CRM should validate that status/stage combinations make sense:
- A lead in "MQL" stage shouldn't have "Converted" status (converted = opportunity stage)
- A lead in "SQL" stage with "New" status is a configuration error
Build validation rules that enforce logical combinations. This prevents data corruption.
When leads move between stages, auto-update status:
- Promote to SQL stage → Status becomes "Working"
- Create opportunity → Status becomes "Converted"
- Move back to MQL → Status becomes "Nurture"
The two systems should talk to each other automatically.
Getting your team to actually use status
The best status system is worthless if reps ignore it.
Make it easy: Status should be prominently visible and easy to update. One-click status changes from list views. Bulk status updates when appropriate.
Show the why: Explain how status data gets used. "This is how we calculate capacity planning and rep performance" is more compelling than "just do it."
Tie to process: Make status changes part of required workflows. Can't create an opportunity without moving lead status to "Converted." Can't mark a task complete without updating lead status.
Use it yourself: Managers should reference status in one-on-ones, pipeline reviews, and forecasting. If leadership doesn't use the data, reps won't maintain it.
Keep it simple: Fewer statuses with clear definitions beat complex systems every time.
Where status fits in lead management
Status is operational infrastructure. It enables:
- Lead follow-up best practices by triggering right actions at right times
- Lead qualification by tracking where leads are in that process
- Lead recycling by identifying when leads should re-enter active work
- Data quality by ensuring consistent, usable lead records
Without good status management, you're flying blind. With it, you have a clear view of what's actually happening in your pipeline - not what you hope is happening, but what is.
Start simple: implement the core universal statuses, train your team on definitions, and enforce basic discipline. As that becomes habit, layer in automation and more sophisticated analytics.
The goal isn't perfect status tracking. It's good enough visibility to make better decisions faster. That's what turns status from administrative burden into competitive advantage.

Tara Minh
Operation Enthusiast
On this page
- Lead status vs lead stage: The critical distinction
- Essential universal lead statuses
- New/Uncontacted
- Attempting Contact
- Connected
- Working
- Qualified/Unqualified
- Converted
- Nurture
- Disqualified/Lost
- Recycled
- Custom status design principles
- Mapping to your specific sales process
- Sub-status granularity considerations
- Avoiding status proliferation trap
- Clear definitions for each status
- Status transition rules and requirements
- What triggers status changes
- Required data for each status
- Auto-status update logic
- Manual override protocols
- Status-based operational automation
- Workflow triggers by status
- Routing based on status changes
- Alert and escalation rules
- SLA enforcement by status
- Status analytics and reporting
- Funnel conversion by status
- Average duration in each status
- Bottleneck identification
- Rep performance by status management
- Common status management problems
- Stale status syndrome
- Inconsistent rep usage
- Too many status options
- Unclear definitions
- Status governance and enforcement
- Status and lead lifecycle integration
- Getting your team to actually use status
- Where status fits in lead management