CRM - Difference between stage automation and funnel automation

Within a CRM, automations are fundamental features to optimize the sales process, reduce manual tasks, and ensure that no opportunity is forgotten. However, there are different types of automations that can be applied according to the needs of your operation. Among the main ones are stage automations and funnel automations.

What are stage automations?

Stage automations are configured to run at specific moments in the sales funnel. In other words, whenever an opportunity enters, advances, or moves back in a given stage, the automation will be triggered.

They can be applied to opportunities with Open, Won, or Lost status. Examples of use:

• Trigger a welcome email when the opportunity enters an initial stage.

• Create a follow-up task when the opportunity moves to a negotiation stage.

• Send a satisfaction survey when the opportunity is marked as “won.”

What are funnel automations?

Funnel automations operate more broadly and are applied at the funnel level as a whole, not just in a specific stage.

They are executed only for opportunities with “Open” status. Examples of use:

• Trigger a sequence of automated emails for leads that enter the funnel.

• Add segmentation tags when creating a new opportunity.

• Notify the person responsible whenever a new opportunity is registered.

Practical difference

The main difference between the two types of automation is the moment when each one acts:

• Stage automation → tied to the advancement or change of an opportunity’s status in a specific stage of the funnel (works for Open, Won, and Lost).

• Funnel automation → tied to the entry of the opportunity into the funnel or to general process events (works only for opportunities that are Open).

Conclusion

Choosing between stage automation and funnel automation depends on the type of process you want to automate. While stage automations provide more control over specific actions at each phase, funnel automations are useful for standardizing broader workflows. Ideally, combine both strategies to create a relationship cadence that accompanies the lead from first contact through to the completion of the sale.