Pipelines and New Lead Intake

Welcome to Lead Paths Starter Tutorial

Go High Level – GHL – How To Set Up Pipeline Stages – GHL Training – Build – Snapshot – T6 – 01

This Training is number T6-01 Training 6(pipelines) – 01 first video in the series if you’re interested in learning more or other areas of automation please check out www.leadpaths.com/youtubedirectory for a full list of all our available content.

The purpose of this tutorial is to help set up your pipelines properly from the start. 3 Separate examples of what companies are using for their businesses are included for Concrete Coating, Insurance, and Mortgages. We will walk through the House Keeping Pipeline and why this should be included in every crm build so your clients never fall through the cracks. How you shouldn’t build your Pipelines and why you should have a 2nd pipeline that mirrors your main one to build all your triggers off of.

The purpose of this tutorial is to help set up your pipelines properly from the start. 3 Separate examples of what companies are using for their businesses are included for Concrete Coating, Insurance, and Mortgages. We will walk through the House Keeping Pipeline and why this should be included in every crm build so your clients never fall through the cracks. How you shouldn’t build your Pipelines and why you should have a 2nd pipeline that mirrors your main one to build all your triggers off of.

If you were to build this out with the PDF walkthrough guide and video tutorial depending on your own depending on your level of experience navigating GHL it would take anywhere between 3 (Pro Level) and 15 (just starting out) hours to recreate this Snapshot. It’s always a good idea to grab the snapshot for two reasons. One it saves you a ton of time and two you know all the triggers are done perfectly. If you’re looking to then rebuild it with the complete guide in one of your sub accounts it is much easier to not miss anything. That’s why we made it so affordable at only 25$ Here

Lets get started, the sections are broken down into workflows, pipelines, tags, and custom fields. There are 13 workflows, 3 workflow folders, 2 tags, 1 custom field and 6 pipelines to create to complete this Snapshot. Each of the workflows have notes inside them to help walk you through any questions which would be numbering conventions to If /Else logic. The video walks through everything and this page is a quick reference guide as to why and how to build them. 

If Building this from scratch please add all the pipelines, custom fields, tags, and workflow folders before moving on. After the video there will be a list of everything needed to be added to make the initial version 1 of 3 for pipelines. Then we will move into all of the workflows how they work why they’re built that way and what to expect moving forward.

There is a full video library on our youtube channel going over sales automation and Go High Level. https://www.youtube.com/@leadpaths

Required Pipelines & Stages

These Six Pipeline stages below are the same for every business regardless of the industry. Usually when a contact is sold you’ll set up sales automation where an automatic google review is populated and sent to the contact through email and text message. If they are sold or declined often you will start a long term nurture campaign to keep them engaged and hopefully sell services in the future but those are for other training modules. 

  • New Lead – No Contact
  • New Lead – Booked Appointment
  • New Lead – Missing Data
  • Contacted Client – Interested
  • Contact Sold
  • Contact Declined

DO NOT BUILD LIKE THIS – Example of typical Pipelines

  • New Leads
  • Hot Leads
  • Booking Required
  • Booking Confirmation
  • Services Sold

This is a style of pipeline that is very prevalent amongst many businesses. Unfortunately it’s very difficult to add automations and almost any of your internal processes with it. There can also be a lot of confusion and many times for service based businesses there are many steps to the sales process.

Client Facing Concrete Coating:

  • New Lead – No Contact
  • New Lead – Booked Appointment
  • New Lead – Missing Data
  • Contacted Client – Interested
  • Estimate Scheduled
  • Estimate Complete
  • Job Scheduled
  • Job Complete
  • Contact Sold
  • Contact Declined

This is a simple, easy to understand pipeline used by many service based industries. This is the exact setup that their back end association management system (AMS) would use. An AMS stores data that is used to run an association, perform the day-to-day functions of your staff and serve the needs of your members. This is a direct copy of the pipeline stages of HouseCall Pro, one of the large AMS’s for service based businesses. Since you’re setting up a pipeline in the system that mimics the one the company already uses in their back end you can set it up through ZAPIER where whenever the pipeline changes from their AMS it automatically changes in their Go High Level Account. All sales pipelines should always have Pipeline Stage:  New Lead – No Contact. This is usually used anytime a lead enters the system through a form or third party integration where you haven’t spoken to them yet. Pipeline Stage: New Lead – Missing Data is when a lead comes in from a phone call or email “usually from Google My Business (GMB) or the companies website where there is some data but not all that’s required. If a lead calls in and the system auto creates it there will be no assigned user, Name or email on the file. Same with Email there will be no phone number, or name. Pipeline Stage: New Lead – Booked Appointment is when they fill that form out and are redirected to a landing page where they can book directly into your sales teams calendar so no outbound calls are necessary.  Pipeline Stage: Contacted Client – Interested this is usually set up as a you’ve spoken to the client you might have a follow up with them in the future booked but they just haven’t moved to the next part of the sale yet. These would be considered a great lead who is interested in purchasing.

Client Facing Insurance Broker:

  • New Lead – No Contact
  • New Lead – Booked Appointment
  • New Lead – Missing Data
  • Contacted Client – Interested
  • Application Submitted
  • Underwriting approved
  • Underwriting Issues
  • Policy Bound
  • Commissions Received
  • Contact Sold
  • Contact Declined

Client Facing Insurance Broker Pipeline is very similar to the service based concrete coating pipeline. Like all pipelines it will always have these Six pipeline stages. 

  • New Lead – No Contact
  • New Lead – Booked Appointment
  • New Lead – Missing Information
  • Contacted Client – Interested
  • Client Declined
  • Client Sold – Deal Complete

These are the backbone of any new lead sales pipeline; the only thing that should ever change in pipelines are the middle sections. For example insurance has 1 additional step to the sales process than concrete coating but it’s almost identical. The main difference will be the automations you add at each stage of the pipeline. When using this pipeline personally Pipeline Stage: Application Submitted will trigger a reminder every two days as a task to contact the underwriter and see if there are any additional requirements for the application. When the contact enters Pipeline Stage: Policy Bound an automatic email and text message is sent to the contact congratulating them on their new policy. After the policy is sold a google review will go out automatically and then when they complete the google review Chat GPT will automatically respond to their message 15 minutes after and a thank you message and text will go out to them asking for referrals. (these would be in more advanced T20-02 and T20-03 lessons.

Client Facing Mortgage Broker:

  • New Lead – No Contact
  • New Lead – Booked Appointment
  • New Lead – Missing Data
  • Contacted Client – Interested
  • Application Pending
  • Collecting Documentation
  • In Building
  • Live Deal In Building
  • Underwriting In Progress
  • Conditionally Approved
  • Conditions Fulfilled
  • Confirmation
  • Mortgage Closed
  • Mortgage Paid
  • Post Closing
  • Client Declined
  • Client Sold – Deal Complete

Here is an example of a mortgage brokers pipeline, this is the exact pipeline many of our clients use to automate their business. There are so many steps to getting a mortgage and at each step along the way there are mandatory tasks that need to be accomplished to move the sale forward. However like all sales pipeline they always have the 6 stages. 

  • New Lead – No Contact
  • New Lead – Booked Appointment
  • New Lead – Missing Data
  • Contacted Client – Interested
  • Client Declined
  • Client Sold – Deal Complete

The only thing that changes is the number of steps between them and the automatic workflows that are triggered when the lead enters the pipeline stage.

House Keeping:

  • New Lead – Emailed In – Assign User Required
  • New Lead – Phoned In – Assign User Required
  • New Lead Manually Added – Assign User Required
  • New Lead – No Contact – From Advertising
  • New Lead – Booked Appointment
  • Missed Call / Text Needs Reply
  • Outbound Call Needs Disposition – See video T6 – 02
  • Follow Up Call Required – See video T6 – 02

House keeping is such an important pipeline for every business you’ll see working within GHL. The main purpose is to eliminate any clients falling through the cracks, or any administrative tasks being forgotten.  

  • New Lead – Emailed In – Assign User Required
  • New Lead – Phoned In – Assign User Required
  • New Lead Manually Added – Assign User Required

These Pipelines are required to remind the sales rep to update the clients information when it’s missing important data. This is super important especially when you have automations in the future that rely on sending out personalized emails to the contact on behalf of a specific user. If the user was never assigned the messages wont have individual calendars, Merge fields will be blank it’s just way easier to set this up right from the start.

  • New Lead – No Contact – From Advertising
  • New Lead – Booked Appointment

Just another place within the system to keep the sales person on top of their sales pipeline. 

  • Missed Call / Text Needs Reply

Anytime a contact calls in and you miss the call or they text in the system will automatically add them to this pipeline. So when the User logs in they always know exactly who to call back who they missed theres no way for anything to fall through the cracks.

  • Outbound Call Needs Disposition – See video T18 – 03
  • Follow Up Call Required – See video T18 – 03

In the more advanced versions of the training series we will go over these two pipeline stages. They work with power dialing, Call Cadences and automated sequences where you can replace your sales people with full AI into automated calendar bookings. It requires custom CSS code to add additional buttons within the contact itself. As you can see from the photo below this is the current layout our company uses to optimize our sales people. The two items circled in red are buttons that have been added on top of the system to trigger automations. This would be expert level but something to look into in the future as you grow your business. 

Backend Sales Pipeline Do Not Touch:

  • New Lead – No Contact
  • New Lead – Booked Appointment
  • Contacted Client – Interested
  • Pipeline Stage One
  • Pipeline Stage Two
  • Pipeline Stage Three
  • Pipeline Stage Four
  • Pipeline Stage Five
  • Pipeline Stage Six
  • Pipeline Stage Seven
  • Pipeline Stage Eight
  • Pipeline Stage Nine
  • Pipeline Stage Ten
  • Client Sold
  • Client Decline

When you first look at this pipeline it might be confusing as to why we have a fully built out pipeline without any real description on why there are Pipeline stages just numbered 1 – 10 plus the required Six standard sales pipelines. Since every business is different we know that each type of business will have different requirements for pipeline stages. Concrete coating requires 4 unique stages for their AMS where the insurance example requires 5. So as an agency owner who has multiple sub accounts with different types of businesses or someone who might want to have multiple sales pipelines for multiple products this pipeline will never change. So you should build all your reporting based on the contact moving through this pipeline. Examples are how long they were in the pipeline for, how many touch points the lead had in that pipeline, how many touch points it took in order to close the deal, which pipeline are you losing the deal. So you mirror the front end client facing pipelines onto the backend pipelines and you could have 100 front end pipelines and you would never have to customize the automations on the front end since the backend pipeline is mirrored.

Required Custom Fields

Custom Field Folder: Additional Information

  • Lead Value

Required Tags

  • Booked Appointment
  • Bulk Upload

Workflows & Folders

Workflow Folder: 0. House Keeping

  • Booked Appointment – Add Tag
  • Move To Pipeline Missed Call / Texts Needs Reply

Workflow Folder: 1. New Lead Enters

  • New Lead Contact Created

Workflow Folder: 2. Pipeline Stages – Backend Triggers

  • 1.) Pipeline Stage Change – Add To New Lead – No Contact – Backend
  • 2.) Pipeline Stage Change – Add To New Lead – Booked Appointment – Backend
  • 3.) Pipeline Stage Change – Add to New Lead –  Missing Data – Backend
  • 4.) Pipeline Stage Change – Add To Contacted Client – Interested – Backend
  • 5.) Pipeline Stage Change – Add To – Pipeline Stage One – Backend
  • 6.) Pipeline Stage Change – Add To – Pipeline Stage Two – Backend
  • 7.) Pipeline Stage Change – Add To – Pipeline Stage Three – Backend
  • 8.) Pipeline Stage Change – Add To – Pipeline Stage Four – Backend
  • 9.) Pipeline Stage Change – Add To – Pipeline Stage Five – Backend
  • 90.) Pipeline Stage Change – Add To – Client Declined “Read Comments”
  • 91.) Pipeline Stage Change – Add To – Client Sold

Workflows: Use Case – Triggers – Explainers

Workflow: Booked Appointment > Add Tag

The use case for this workflow is to segment all your leads that book appointments within your CRM. This is very important while using webforms because you should always redirect to a calendar booking landing page after the form is completed. We've found after 10’000s of insurance and mortgages leads generated that 32% - 38% depending on the campaign will book directly into your calendar if they are redirected to the calendar booking page.

These are the functions of the workflow:

Workflow trigger -> Customer Booked Appointment
Add Contact Tag -> Booked Appointment

Workflow: Move To Pipeline Missed Call /Texts Needs Reply

This Workflow is designed to put missed communication in a single place so it's very easy to see if someone is falling through the cracks. Anytime an inbound call is made that is either busy, Canceled, Hits your voicemail, or you don't answer it will be added to this workflow and placed in the house keeping pipeline. It is also triggered by inbound text to confirm all inbound texts are replied to.

These are the functions of the workflow:

Workflow trigger -> Inbound Missed call OR Inbound text needs reply
Create Or Update Opportunity -> Pipeline: House Keeping Pipeline Stage Missed Call / Text Needs Reply

Workflow: New Lead Contact Created

This workflow is designed to segment all created leads into 1 of 5 categories. There is only ever 5 ways a lead can get into the system

1. Lead Form Entered:
Is when a lead form is completed which could be 100’s of ways from facebook leads, webpage forms, zapier, Pabbly, ect. This is the most common method and when they fill out the form you are in no way contact with the Lead yet. This method always translates into the New Lead – No Contact pipeline. You Could try to call this person 100 times and never truly contact them. That’s why this is New Lead – No Contact until you speak with the individual then you would move them into Contacted client – Interested

2. First Time Call In:
Is when a lead has called one of your voip lines, either from mailers, your website or google my business anyplace that there is a phone number connected to your system. Most people will port their land line numbers into the system to be able to long term segment where the traffic is coming from and see what the most profitable area of advertising is. Pulling those landlines into voip also allows you to record all phone calls and add them to the client file for long term clients. So when a contact calls in for the first time Go High Level creates a new contact without any email, name or assigned user. This becomes a housekeeping issue where the person answering the phone call will have to open up the contact register, find the created contact based on their phone number and add that information manually. The pipeline stage that the inbound call created contact goes into is Pipeline: Housekeeping – Pipeline Stage: New Lead – Phoned In – Assign user . The other pipeline that it is added to from a sales perspective is Pipeline: Client Facing Insurance Broker – Stage Name: Moved to: Client Contacted – Interested

3. First Time Email In:
Is when a lead has emailed you directly from your website email, or personal user email registered in the system. This becomes a housekeeping issue where the person receiving the email will have to open up the contact register, find the created contact based on their Email and add that information manually. The pipeline stage that the inbound call created contact goes into is Pipeline: Housekeeping – Pipeline Stage: New Lead – emailed In – Assign user . The other pipeline that it is added to from a sales perspective is Pipeline: Client Facing Insurance Broker – Stage Name: Moved to: Client Contacted – Interested

4. Bulk List Upload
When uploading a large list of contacts it’s important to make sure the proper data is included. You’ll want to add a tag: Bulk Upload to all of them when they enter into the system and have a workflow to automatically assign them to a user. You should have it set up when you upload the list of what pipeline stages you would like them to be added to, for example New Lead – No Contact, or Contact Client – Interested. Sometimes you might not want them in a pipeline if you’re looking to just send out a simple email blast or add them to a long term nurture campaign.

5. Manually adding a contact (Shown as None)
When a contact is created through the system manually usually you’ll have all their information. Name, email, phone number unfortunately within the system it “at this time” does not give you the option to assign a user until after you’ve created it. To ensure no one forgets to go back in and assign the user after creation its add to Pipeline: House Keeping Pipeline Stage: New Lead Manually Added – Assign User Required

These are the functions of the workflow:

Workflow trigger -> Contact Created
Wait Timer -> Wait 5 Minutes
If / Else ->  Lead Form Entered = Source is not empty
If / Else -> First Time Phone In = First Name Is Empty & Phone Is Not Empty
If / Else -> First Time Email In = Phone is Empty & Email Is Not Empty
If / Else -> None of the above criteria is accurate + Contact has tag: Bulk Upload
If / Else -> None of the above criteria is accurate

Lead Form Entered

If / Else -> Does Client Have Source Filled Out

First Time Phone In

Create Or Update Opportunity -> Add To Pipeline Stage: Client Facing Insurance Broker – Pipeline Stage: Contacted Client – Interested.
Create Or Update Opportunity -> Add To Pipeline Stage: Client Facing Insurance Broker – Pipeline Stage: New Lead – Phone In – Assign User
Update Custom Field -> Field: Contact Source – Text: Inbound Call

First Time Email In

Create Or Update Opportunity -> Add To Pipeline Stage: Client Facing Insurance Broker – Pipeline Stage: Contacted Client – Interested.
Create Or Update Opportunity -> Add To Pipeline Stage: Client Facing Insurance Broker – Pipeline Stage: New Lead – Email In – Assign User
Update Custom Field -> Field: Contact Source – Text: Inbound Call

Bulk List Upload

Assign User -> Pick which user you want assigned

Manually Added Client (SHOWN AS NONE)

Create Or Update Opportunity -> Add To Pipeline Stage: Housekeeping – Pipeline Stage: Contacted Client – Interested.

IF CONTACT DOES NOT HAVE TAG: BOOKED APPOINTMENT

Create Or Update Opportunity -> Add To Pipeline Stage: Client Facing Insurance Broker – Pipeline Stage: New Lead – No Contact
Assign To User -> Select Which User to Assign to. Select Option (ONLY APPLY TO UNASSIGNED CONTACTS)

Workflow: Pipeline Stage Change - Add To New Lead - No Contact - Backend

This workflow mirrors all the front end pipelines into the Pipeline: Pipeline Stages - Backend Triggers. You might ask why would I need to double up a pipeline on the back end? The reason you do this is so that you only need to build out automations on the backend pipelines once and you can mirror it into any possible businesses in the future. In Training video T6 - 02 we will add in reporting which will require this pipeline stages. All the reporting will be based off these stages so if you need to build out automation for any type of business it will simply require a slight change to these 16 workflows.

Workflow trigger -> Contact Entered Pipeline: Client Facing Insurance Broker Pipeline Stage: New Lead – No Contact
Create or Update Opportunity -> Pipeline: Backend Sales Pipeline Do Not Touch Pipeline Stage: New Lead – No Contact

This exact recipe is used for each workflow in 2. Pipeline Stages – Mirror Pipeline Triggers. The workflow’s simply change the title and which pipeline is being mirrored. You might notice when I get to workflow 10 in this folder the naming convention that should read ten is shown as 90. The reason to replace first digit on a 2 digit number is so that when you have them in numerical order it doesn’t take them out of order please look at the example below.

1.) Pipeline Stage Change – Add To New Lead – No Contact – Backend
2.) Pipeline Stage Change – Add To New Lead – Booked Appointment – Backend
3.) Pipeline Stage Change – Add To New Lead – Missing Data – Backend
4.) Pipeline Stage Change – Add To – Pipeline Stage One – Backend
5.) Pipeline Stage Change – Add To – Pipeline Stage Two – Backend
6.) Pipeline Stage Change – Add To – Pipeline Stage Three – Backend
7.) Pipeline Stage Change – Add To – Pipeline Stage Four – Backend
8.) Pipeline Stage Change – Add To – Pipeline Stage Five – Backend
9) Pipeline Stage Change – Add To – Pipeline Stage Six – Backend
90.) Pipeline Stage Change – Add To – Pipeline Stage Seven – Backend

1.) Pipeline Stage Change – Add To New Lead – No Contact – Backend
10.) Pipeline Stage Change – Add To – Pipeline Stage Seven – Backend
2.) Pipeline Stage Change – Add To New Lead – Booked Appointment – Backend
3.) Pipeline Stage Change – Add To New Lead – Missing Data – Backend
4.) Pipeline Stage Change – Add To – Pipeline Stage One – Backend
5.) Pipeline Stage Change – Add To – Pipeline Stage Two – Backend
6.) Pipeline Stage Change – Add To – Pipeline Stage Three – Backend
7.) Pipeline Stage Change – Add To – Pipeline Stage Four – Backend
8.) Pipeline Stage Change – Add To – Pipeline Stage Five – Backend
9) Pipeline Stage Change – Add To – Pipeline Stage Six – Backend

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