Odoo CRM Setup: 7 Steps for B2B Sales Pipelines

How to Set Up a B2B Sales Pipeline?

If you want to set up Odoo CRM pipeline for a Perth or WA B2B team, focus on seven fundamentals: 

• clear stages with exit criteria, 
• mandatory next activities, 
• lead response SLAs, 
• standard quote/proposal templates, 
• consistent win/loss reasons, 
• manager-ready reporting, 
• and a short list of high-ROI automations. 

This guide shows a practical Odoo sales process setup that works for longer B2B cycles common in Western Australia - procurement steps, multiple stakeholders, and structured quoting - while keeping your pipeline clean, measurable, and easy to scale.

Step 1: Define your B2B pipeline blueprint

This step is the foundation of any Odoo sales process setup. You will produce a one-page spec your team can follow consistently.

Your pipeline blueprint must include:

• 6–8 stages max, each reflecting a customer decision (not an internal task).

• Exit criteria for every stage (what must be true to move forward).

• A default next activity (so no opportunity is left with “no next step”).

• One clear rule: “No next activity = pipeline risk.”

  This single rule improves discipline more than any dashboard.

• Exit criterion: what must be true to move forward

• Default next activity: what’s scheduled next (call/meeting/follow-up)

• SLA expectation: how fast the next step happens

Definitive rule: If a stage has no exit criterion, it becomes a parking lot and breaks reporting.

Common pitfalls

• 10+ stages (too complex)

• Stages that are actually tasks (keep tasks as activities)

• Automating before the blueprint (weak Odoo sales automation outcomes)

Step 2: Configure pipeline stages in Odoo CRM

Now that you've defined your pipeline blueprint, this step is where you configure the stages in Odoo CRM. This is a one-time setup that sets the course for every deal moving forward. Make sure your stages reflect your buyer’s journey, not internal processes.

How to configure stages in Odoo CRM?

1. 
   

2. Navigate to: CRM → Configuration → Stages

3. Add each stage based on your blueprint: Give each a name and description that matches your WA B2B process.

4. Set probabilities for forecasting: These should align with your sales cycle and how likely a deal is to close at each stage.

5. Create default activities for each stage (e.g., “schedule discovery” after “Qualified”).

Why this matters for WA B2B?

• Stages = Discipline: Sales reps move deals from stage to stage based on what the customer has committed to, not just “task completion”.

• Forecasting clarity: With correct stages and probabilities, Odoo can forecast more accurately, helping WA B2B sales managers avoid surprises.

Step 3: Set Up Activity Management (Next Actions)

In Odoo CRM, activities are the engine that drives your pipeline forward. Without proper activity management, your opportunities will stall. Configure activities to ensure that next actions are always clear, keeping your sales process on track.

Activity setup checklist in Odoo:

1. Configure activity types: Decide on the 5–7 most common activities (e.g., qualification call, discovery meeting, proposal review).

2. Assign default activities to each stage: For example, after "Proposal Sent," the next activity could be "Follow-up call".

3. Set due dates for activities: Keep it realistic (e.g., "Follow-up call due within 3 business days").

4. Enforce next activity discipline: No opportunity should move to the next stage without a scheduled activity.

In Odoo, activities are not just tasks; they are the sales pipeline’s momentum engine. Without a scheduled next activity, your deals will stagnate.

Why this matters for WA B2B sales

• Activity discipline: With clearly defined activities, sales reps stay focused on what’s next, rather than missing steps and letting opportunities slip.

• Next-action clarity: In a busy sales environment, activities keep the team aligned on what needs to happen today, next week, and beyond.

Common pitfalls

• Not having enough activity types: Fewer, well-defined activities are better. Too many types lead to confusion and inconsistent workflows.

• Ignoring overdue activities: Make sure past-due activities are flagged for immediate attention to keep the pipeline moving. Sales reps should review overdue tasks at the start of each day.

Step 4: Implement Lead SLAs (Service Level Agreements) + Assignment Rules

Lead SLAs define the speed at which your team responds to opportunities. Setting up assignment rules ensures that leads are immediately routed to the right person. Without SLAs, your leads might go cold, and without clear assignment rules, your team may waste time on misallocated opportunities.

Lead SLA & Assignment setup checklist in Odoo:

1. Set SLA rules for lead response times: Define how quickly leads should be contacted (e.g., first response within 4 hours).

2. Configure assignment rules: Use rule-based assignment to automatically assign leads to sales reps based on specific criteria (e.g., region, industry, or lead source).

3. Enforce SLAs on assignment: Make sure leads are assigned to a sales rep immediately after creation, so no lead is left unattended.

4. Monitor SLA compliance: Set up reports to track how well your team meets SLA response times.

Setting SLAs for lead response ensures that leads are contacted quickly, improving conversion rates. Rule-based lead assignment ensures that the right person handles each opportunity, enhancing efficiency and fairness.

Common pitfalls

• No lead assignment: If a lead is not assigned automatically, it can go unattended. Make sure you set rules for immediate lead assignment when a new lead enters the system.

• SLAs without monitoring: Setting an SLA without monitoring its compliance can lead to slower response times. Track SLA performance regularly and adjust if needed.

Step 5: Build Quote/Proposal Templates in Odoo Sales

Standardizing your quotes and proposals in Odoo ensures consistency, reduces manual errors, and speeds up the sales process. With the right templates, you can send professional, branded proposals that align with your business requirements and client expectations, helping you win deals faster.

Quote/Proposal template setup checklist in Odoo:

1. Enable Quotation Templates: Make sure the feature is activated in Odoo Sales.

2. Create a template structure that includes all required sections such as scope, pricing, terms, and GST wording (important for WA businesses).

3. Add customizable sections: Include areas for discounts, delivery terms, and optional items.

4. Make templates easily accessible: Ensure that sales reps can select the correct template for the situation, like standard proposals or retainer contracts.

5. Design for consistency: Ensure that the format, terms, and branding are consistent across templates.

Standardized quotation templates in Odoo accelerate proposal creation, ensure accuracy, and ensure that all proposals follow your business’s terms and branding, increasing the likelihood of closing deals.

Common pitfalls

• Templates without flexibility: Rigid templates that don't allow room for customisation can frustrate sales reps and clients. Ensure templates are flexible while keeping the core structure intact.

• Missing essential fields: Forgetting to include key details like payment terms, GST wording, or validity period in your template can cause delays or confusion later.

Step 6: Track Win/Loss Reasons Consistently

Tracking win/loss reasons in Odoo CRM provides invaluable insights into why deals succeed or fail. This data enables you to refine your sales approach, adjust your proposal strategy, and improve the qualification process to close more deals in the future.

Win/Loss tracking setup checklist in Odoo:

1. Configure Win/Loss reasons: Set up predefined reasons that sales reps must select when they close a deal as Won or Lost.

2. Make loss reasons mandatory: Enforce that a loss reason is captured every time an opportunity is closed as "Lost".

3. Categorize reasons: Group win/loss reasons into logical categories (e.g., pricing, timing, competition, requirements mismatch).

4. Review and adjust regularly: Make sure the reasons align with your sales process and that they are meaningful for your team to use.

5. Integrate with reporting: Ensure that win/loss reason data is included in your pipeline and forecast reports.

Win/loss reasons are the most powerful tool for identifying recurring issues in your pipeline. Without tracking these, you miss opportunities to improve the process that drives your sales.

Common pitfalls

• No loss reason tracked: If the loss reason is optional, sales reps may skip it, leading to incomplete data. Make the loss reason mandatory to ensure consistency.

• Generic reasons: Reasons like "Not interested" or "No budget" aren't helpful. Define actionable categories that can lead to process improvements.

Step 7: Reporting + Analytics for WA B2B Sales

Odoo’s reporting tools help you measure pipeline health, track conversion rates, and forecast future sales. With the right setup, Odoo CRM provides actionable insights that enable your sales team to focus on what really matters and drive growth in your B2B business.

Reporting and analytics setup checklist in Odoo:

1. Pipeline Reports: Set up a Pipeline Analysis dashboard to track the value and stage of every opportunity.

2. Conversion and Forecast Reports: Create reports that track conversion rates by stage and forecast revenue based on expected close dates.

3. Lead Source and Activity Reports: Measure the effectiveness of lead sources (e.g., inbound marketing, cold calls) and track activity completion rates.

4. Custom Reports for B2B Sales Metrics: Include key metrics like sales cycle time, deal aging, and stale leads.

5. Export Options: Set up exportable reports in Excel or PDF for deeper analysis or board meetings.

Odoo reporting gives you the visibility to forecast sales accurately, track conversion rates, and measure team performance, which is key for optimizing your B2B pipeline.

Common pitfalls

• Unclear or inconsistent data: Ensure the same fields (e.g., "lead source," "next activity date") are always filled for each opportunity to avoid incomplete reports.
• Too many reports: Focus on a few key KPI reports that reflect actual performance rather than an overload of irrelevant data.

Conclusion

Setting up a well-structured Odoo CRM sales pipeline for your WA B2B business isn't just about technology—it's about implementing a system that ensures consistency, discipline, and data-driven decisions at every stage of the sales process.

Key Takeaways:

• Define clear pipeline stages with exit criteria to ensure that each deal is properly tracked and managed.

• Set up next-activity rules to maintain momentum and follow-up discipline across every opportunity.

• Implement SLAs to guarantee quick responses and fast lead assignment, minimizing the chance of losing leads to competitors.

• Standardize your quote and proposal templates to ensure professionalism and consistency across all sales documents.

• Track win/loss reasons to understand where your sales process excels and where improvements are needed.

• Use Odoo's reporting tools to gain real-time insights into your pipeline, forecast future sales, and measure team performance.

• Prioritize automating lead assignment, next actions, and follow-ups for maximum efficiency and a faster conversion rate.

By following these steps, your WA B2B business will have a robust, data-driven sales pipeline that is ready to scale, ensuring that every opportunity is handled with precision and speed.

If you're a Perth-based B2B business and need help setting up your Odoo CRM pipeline or optimizing your sales automation, contact us today to schedule a free consultation. We'll guide you through a seamless implementation process and ensure your sales pipeline is running smoothly, enabling you to focus on growing your business.

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