The Prospects tab in Loxo's Sales CRM is your pipeline for early-stage business development — target accounts and contacts you want to build a relationship with before any specific role or commercial engagement exists.
The Prospects tab is available to users with the show_prospects permission. If you don't see it on your Sales CRM page, contact your account admin.
What is a Prospect?
A Prospect is a CRM opportunity record — the same kanban/list interface, owners, rotting indicators, tasks, and company/point-of-contact structure as a Deal or Pitch — but it runs on a prospect pipeline, not a deal or pitch pipeline.
The Default Prospect Pipeline
Every new account includes a default prospect pipeline with the following stages:
Stage | What it represents |
Sourced | Target identified — company or contact is on your radar but not yet contacted. |
Outreach | Active outreach underway — sequences, emails, or calls initiated. |
Engage | Two-way engagement has started — the prospect is responsive and the relationship is developing. |
Successful | Final stage — prospect converted or relationship established. Marks the record as won. |
Unsuccessful | Final stage — target is no longer being pursued. Marks the record as closed. |
Like deal pipelines, you can build multiple prospect pipelines and customize stage names to match your agency's BD process.
Add a Prospect
You can add a Prospect from the Sales CRM page in the same way you create a Deal or Pitch:
Navigate to the Sales CRM page and select your prospect pipeline.
Click the blue Add Sales Opportunity button in the top right corner.
Select Add Prospect.
Enter the prospect details: name, point of contact, organization, owner, and starting stage.
Click Add Prospect to save.
You can also add a Prospect directly from a contact profile or a Company record — look for the Prospects section in the record's details panel and click +.
Managing Prospects
Prospects use the same activity tracking as Deals and Pitches. From a Prospect card you can:
Log calls, meetings, emails, and notes
Create and assign tasks
Set a rotting age to flag stalled prospects
Assign or reassign an owner
View all activity under My Activity or All Activity
Attach the prospect to a company and point of contact
Toggle between the Kanban (Pipeline) view and the List view using the icons in the upper left corner of the Sales CRM page — the same controls available on the Deals and Pitches tabs.
Converting a Prospect
When a prospect relationship matures into a specific commercial or talent opportunity, convert it rather than close it. Conversion carries the company and point-of-contact over so no history is lost.
Convert to Deal
Use this when the prospect is ready to engage on a search, retained assignment, RPO, or other commercial engagement. Converting moves the opportunity onto a deal pipeline where you can attach an amount, expected close date, and win probability.
Convert to Pitch
Use this when your BD motion is talent-led — you have a strong candidate to showcase to this account before any formal requirement exists. Converting creates one or more pitch records linked to the same company and point of contact.
How to convert
Open the Prospect card.
Select Update Opportunity Type.
Choose Convert to Deal or Convert to Pitch.
If the prospect's point of contact is enrolled in an outreach campaign, Loxo will offer to remove them from active sequences — accept this to avoid sending cold drip messages to a live opportunity.
Tip: Converting is not the same as closing. A converted prospect moves to the deal or pitch pipeline — it is still an open, active opportunity. Only mark a prospect Unsuccessful if you are genuinely stopping pursuit.