The Funnel & Leads

A worked turf produces two things worth reading: a funnel that tells you where doors fall out, and leads for the doors worth following up. Both come straight off what reps record at the door.

Pitched is its own stage

"Pitched but not interested" and "never pitched" are different failures, and only separating them tells you which to fix. Business Dash tracks pitched as a distinct funnel stage — a door where the rep actually delivered the pitch — apart from a door nobody spoke to.

That distinction is what makes the turf stats diagnostic:

• Low close rate, high pitch coverage points at the pitch. The doors are hearing it and not buying.
• Low pitch coverage on a worked turf points at the targeting or the approach. Reps aren't getting to the pitch.

The turf funnel counts pitched doors on their own line, so the number is there to coach against.

When a door becomes a lead

Most addresses in a turf are never a CRM record — a territory can hold thousands of doors nobody has spoken to, and promoting all of them would bury the CRM in noise. A door graduates to a lead only when it's earned it:

• the rep records genuine interest, or
• the disposition is inherently promoting — interested, appointment, or sale, or
• interest is recorded at or above your threshold, even under another outcome (a keen "come back").

A pitched door does not auto-promote on its own. A pitch heard isn't a prospect until interest is expressed — which keeps the CRM to real leads rather than every door that opened.

When it opens a deal

Interest alone starts a lead. An appointment or a sale is a committed next step, so on top of the lead it opens a deal in the pipeline — the closer walks in with the door's context already on the record.

All of this happens the moment the knock is saved. There's no export, no nightly sync, and no rep typing an address into a second system, because the doorstep and the pipeline are the same database.