This article covers how to add and configure an Opportunity Stage Move Goal in the Keap™ automation builder, including how to configure the goal to trigger on movement into or out of a sales stage, how to connect the goal to a sequence, and important considerations for sales reps working with stage-based automations. This article does not cover how to set up opportunity stages or configure the sales pipeline. For help setting up opportunity stages, see how to set up opportunity stages in Keap.

Why Opportunity Stage Move Goals Automate Your Sales Follow-Up

In a sales process, moving a prospect from one stage to another — for example from Contacted to Proposal Sent — signals a meaningful change in the relationship that often requires a specific follow-up action. Manually triggering those follow-up actions every time a stage changes is time-consuming and easy to forget. The Opportunity Stage Move Goal in the Keap automation builder lets you trigger a sequence automatically whenever a sales rep moves a prospect into or out of a specific sales stage. This means the right follow-up email, task, or notification starts running the moment a stage change is recorded — without the sales rep needing to do anything beyond updating the stage. Stage-based automation runs alongside any existing sales automation and does not replace it.

Important — How Stage Moves Trigger Goals

Warning: An Opportunity Stage Move Goal is satisfied the moment a sales rep selects a new sales stage and saves the opportunity record. If the goal is an entry goal or the contact is already in the campaign, the connected sequence will begin immediately when the stage is saved. Train all sales reps to understand how sales stage movements interact with goals and sequences before activating stage-based automations, to prevent sequences from triggering unintentionally.

How to Add and Configure an Opportunity Stage Move Goal

Follow these steps to add an Opportunity Stage Move Goal to a campaign and connect it to a sequence in the Keap automation builder. When designing an automation that uses multiple stage move goals, set them up in sequential order on the canvas. When a goal is satisfied, all previous sequences in the automation path stop and only the sequence attached to the satisfied goal begins.

1. Drag the Opportunity Stage Move goal from the goals panel onto the campaign canvas in the Keap automation builder.

   

   The screenshot above shows the Keap automation builder campaign canvas with the Opportunity Stage Move goal being placed onto the canvas. The goals panel on the left displays the available goal types. The Opportunity Stage Move goal appears as a block on the canvas after being dropped into position.

2. Optional — Rename the goal: Double-click the name displayed below the goal icon on the canvas to enter a custom name. A custom name helps identify the goal's purpose when working with multiple goals on the same campaign canvas.

   

   The screenshot above shows the Opportunity Stage Move goal block on the Keap automation builder canvas with the goal name selected for editing. Double-clicking the name below the icon allows a custom name to be entered.

3. Open the goal settings by double-clicking the Opportunity Stage Move goal block on the canvas, or by single-clicking the block and selecting View and Edit.

   

   The screenshot above shows the Opportunity Stage Move goal block on the Keap automation builder canvas with the View and Edit option visible after single-clicking the block. Double-clicking the block opens the goal settings directly.

4. Configure the stage movement trigger. In the goal settings, select which type of stage movement will satisfy the goal. Two options are available:

   • Movement into a stage — The goal is satisfied when a prospect is moved into the selected stage, regardless of which stage the prospect was in previously.

   • Movement out of a stage — The goal is satisfied when a prospect is moved out of the selected stage, regardless of which stage the prospect moves into next.

   

   The screenshot above shows the Opportunity Stage Move goal settings panel in the Keap automation builder. The panel displays the two stage movement configuration options and a dropdown menu for selecting the specific stage. Select the movement direction and the stage, then select Save to apply the configuration.

5. Connect the goal to a sequence on the campaign canvas and select Save. A sequence is the scheduled series of automated communications and processes that will run when the goal is triggered. Draw a connection line from the Opportunity Stage Move goal block to the sequence block on the canvas.

   

   The screenshot above shows the Opportunity Stage Move goal connected to a sequence on the Keap automation builder campaign canvas. The connection line runs from the goal block to the sequence block. The sequence will run automatically each time a sales rep moves a prospect into or out of the configured stage and saves the opportunity record.

6. Publish the campaign to make the Opportunity Stage Move Goal active. Once published, the goal will monitor opportunity stage changes automatically and trigger the connected sequence whenever the configured stage movement occurs.

   

   The screenshot above shows the Keap automation builder campaign canvas with the Publish button visible. Selecting Publish makes the campaign active. The Opportunity Stage Move Goal will not monitor stage changes or trigger the connected sequence until the campaign has been published.

Frequently Asked Questions

What does this article cover?

This article covers how to add and configure an Opportunity Stage Move Goal in the Keap automation builder, including how to configure the goal to trigger on movement into or out of a sales stage, how to connect the goal to a sequence, and important considerations for sales reps working with stage-based automations. This article does not cover how to set up opportunity stages or configure the sales pipeline. For help setting up opportunity stages, see how to set up opportunity stages in Keap.

Do opportunity stage movements always need to happen in sequence?

No. In practice, sales reps can move a prospect to any stage at any time regardless of the previous stage. However, when designing an automation that uses multiple Opportunity Stage Move Goals, set the goals up in sequential order on the campaign canvas. When any goal in the path is satisfied, all previous sequences stop and only the sequence connected to the satisfied goal begins running.

Does a stage-move sequence replace existing sales automation?

No. Sequences connected to Opportunity Stage Move Goals run alongside any existing sales automation already active for the contact. Stage-move sequences do not override or stop existing automation unless the existing automation is part of the same campaign path and is stopped by the goal being satisfied.

Will an Opportunity Stage Move Goal trigger when a new opportunity is manually created?

Not automatically. When an opportunity is created manually, the starting stage does not satisfy the Opportunity Stage Move Goal. The goal is only triggered when the opportunity is moved from one stage to another after creation. The exception is opportunities created by a Create Opportunity process within a campaign sequence — these will trigger the Opportunity Stage Move Goal based on the stage the opportunity is created in.

What do sales reps need to know about Opportunity Stage Move Goals?

Sales reps should understand that saving a stage change on an opportunity immediately satisfies the Opportunity Stage Move Goal and triggers the connected sequence — provided the goal is an entry goal or the contact is already in the campaign. Train all sales reps on how stage movements interact with automation goals and sequences before activating stage-based campaigns to prevent sequences from triggering unintentionally.