What you'll get
- 7 copy-ready blocks
- Spreadsheet-ready
- 1 table
- 6 min read
- Header row (tab-separated, paste into row 1)
- Three example rows (tab-separated, invented)
- Three example rows (tab-separated, invented)
- Accounts and value by stage
- Accounts that depend on one person
- Accounts that have not moved in 30 days
- and 1 more
How to use it
- Step 1: Copy the header row in Part 1 into row 1 of a new Google Sheet, and add one row for each account on your target list.
- Step 2: Keep Stage to the six words in Part 2. Move an account only when the buyer has done the thing named.
- Step 3: Paste the formulas from Part 3 into cells to the right of the table, starting at column N.
- Step 4: Read that summary once a week, on the same day, and work the stuck list first.
Most pipeline sheets list deals. That works when each deal is one person and one decision. In larger sales the same company holds several people, several conversations and sometimes several deals, and a deal list hides all of it. This template keeps one row per account, sets each stage by what the buyer did and counts the people involved.
Part 1: The sheet
Header row (tab-separated, paste into row 1)
Account Tier Owner Stage People in conversation Roles still missing Next step Next step date Pipeline value Expected close month Last movedThree example rows (tab-separated, invented)
Northfield Logistics 1 Dana Proposal 3 Finance Review pilot scope with ops and IT 2026-11-25 40000 2026-12 2026-11-18
Calder Cold Chain 1 Dana Talking 1 Ops, IT Ask the planner for an introduction to IT 2026-11-12 0 2026-10-09
Pellow and Rook 2 Sam Reached 0 All Second email to the ops lead 2026-11-17 0 2026-11-12Calder Cold Chain is the row to notice. One person is talking, two roles are missing and nothing has moved for weeks. A deal list would show a single name and a stage called Qualified. This sheet shows an account that depends on one contact.
Part 2: What each stage means
A stage describes what the buyer has done. It never describes what you hoped for.
Named On the approved list. Nothing sent yet.
Reached You have contacted at least one person there.
Talking At least one person from the account has replied and spoken with you.
Problem Someone has told you the problem in their own words, and a second person has confirmed it.
Proposal A written scope or pilot, with a buyer's name against it, is under review.
Decision A date for the decision is set and the person who decides is involved.Then three exits: Won, Lost and Parked. Parked needs a date to look again and a reason, for example "new head of IT starts in January".
Two rules keep the stages honest:
- An account moves forward when the buyer acts, never when you do. Sending a proposal does not move an account to Proposal. The buyer reviewing it does.
- An account can move back. If the champion leaves, the stage drops. A pipeline that only goes forward is not telling you the truth.
Part 3: The summary block
The formulas assume Stage is in column D, People in conversation in column E, Pipeline value in column I and Last moved in column K, as in the header row above. Keep them on the same tab, in column N and to the right, so there is nothing to link between tabs.
Accounts and value by stage
=COUNTIFS(D:D, "Talking")
=SUMIFS(I:I, D:D, "Proposal")Copy the pair down for each of the six stages, changing the word.
Accounts that depend on one person
=COUNTIFS(D:D, "Problem", E:E, "<2") + COUNTIFS(D:D, "Proposal", E:E, "<2") + COUNTIFS(D:D, "Decision", E:E, "<2")Accounts that have not moved in 30 days
=COUNTIFS(K:K, "<"&(TODAY()-30), D:D, "<>Parked", D:D, "<>Won", D:D, "<>Lost")Total pipeline value
=SUM(I:I)Divide the total by your target for the period to get a coverage ratio. If you want to check what ratio your own deal size and win rate call for, use the pipeline coverage calculator in the Academy.
Part 4: Put value on an account once
Give each account one pipeline value, the amount you would expect it to be worth in the first deal. Do not add a value before the stage is Problem. Before that, the number is a guess, and a sheet full of guesses makes the total look better than it is.
If one account holds two separate deals, add a second row and write the deal in the Account column, for example "Northfield Logistics, site two". Keep the people count the same on both rows.
Worked example (illustrative, not a real company)
Quaywise sells warehouse software. Sam Carter, the head of sales, moves from a deal list to this sheet and reviews it on Monday. All names and figures are invented and the values are in whatever currency you use.
| Account | Stage | People | Value | Last moved |
|---|---|---|---|---|
| Northfield Logistics | Proposal | 3 | 40,000 | 18 Nov |
| Calder Cold Chain | Talking | 1 | 0 | 9 Oct |
| Harbour & Reeve | Problem | 2 | 25,000 | 20 Nov |
| Pellow and Rook | Reached | 0 | 0 | 12 Nov |
On the old deal list Sam would have seen three deals and one total. On this sheet, the Monday read is different. Calder Cold Chain has not moved in weeks and rests on one person. Harbour & Reeve is the only account with two people agreeing on the problem, so it gets the senior call this week. Pellow and Rook needs a second contact, not a better email.
Five mistakes to avoid
- Moving an account when you act. Sending a message is not progress. A reply is.
- Counting value early. A value on a Named account is a wish. Wait for Problem.
- Ignoring the people column. An account with one person in conversation is one resignation from being back at zero.
- Never moving an account back. If the champion leaves or the budget moves, drop the stage and say why.
- Keeping it in two places. If the CRM and this sheet disagree, the team will trust neither. Pick one, and make the other a copy.
Why this works on named accounts
Common questions
How is this different from a CRM pipeline?
A CRM pipeline is built around deals, each with one contact and one stage. This sheet is built around accounts. It shows how many people are involved in each, which roles are missing and when anything last moved. You can keep it beside a CRM or use it before you have one.
What counts as pipeline value?
The amount you would expect the first deal with that account to be worth, entered once the buyer has described the problem. Use your own number, and write down how you reached it in the Next step column or a note. We give no benchmark because the right figure depends on your own deals.
How often should I update it?
Weekly, on the same day. Update Stage, People, Next step and Last moved for every account that changed, then read the summary block. A pipeline you update monthly tells you what happened a month ago.
More from the Academy
Account Penetration Tracker (Sheets)
For teams working a named account list.
You leave with a paste-in tracker: one row per account, six statuses, the five KPIs your weekly review needs and a rule that flags any account going stale.
Outbound Weekly Dashboard
For teams that review outbound on feelings and anecdotes.
You leave with a paste-in weekly dashboard on the five account KPIs, a 20-minute review agenda and a reading guide for when a line flattens.
Key Account Plan: One Page per Named Account
For account owners who carry a top-tier account in their head.
You leave with a one-page plan in 5 parts, a people table, a 15-minute review agenda and one plan filled in.
Pipeline Coverage Calculator
Work out how much pipeline, and how many accounts, your target needs. Uses only your own numbers. Runs in your browser.
Account Penetration Tracker
Track how far you are inside each named account and read the five KPIs, with stalled accounts flagged. Runs in your browser.
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