Are you tired of seeing potential sales slip through the cracks?

Want to boost your business's revenue and create a steady flow of customers?

Look no further than developing an effective sales pipeline.

In today's ever-changing market, having a clear strategy for managing your sales process is more important than ever.

Did you know that companies with a well-defined sales pipeline are 33% more likely to close deals than those without one?

That's right - a strong pipeline can be the key to unlocking your business's full potential.

But what exactly is a sales pipeline, and how do you create one that works for your business?

Recognizing the pivotal role of a well-structured sales pipeline, especially in B2B sales, can be a game-changer for businesses looking to enhance their customer acquisition and revenue generation.

In this article, we'll take a deep dive into the world of sales pipelines and explore how to develop an effective one.

From identifying your ideal customer to nurturing leads and closing deals, we'll cover all the essential steps.

You'll learn about the importance of tracking and analyzing data and how to use it to optimize your pipeline for maximum results.

No matter your level of sales ability, this article is a must-read if you want to grow your business.

So let's dive in and start developing your winning sales pipeline today!

What is a Sales Pipeline?

A sales pipeline visualizes where all your prospects are in the sales process. This helps you to forecast revenue and assess the health of your company.

It gives a glimpse of your company's health. After all, what you don't measure, you can't manage.

Consider a pipeline to be a free-flowing river. If there are issues upstream, there will be issues downstream.

Pipeline management enables you to detect minor issues before they become major ones affecting revenue. It allows you to forecast how much your sales reps will close in a week, month, or quarter.

According to Harvard Business Review, organizations with organized sales pipeline management outperformed their competitors by 28%.

Sales pipeline management stats

A sales pipeline differs from a sales forecast.

Even though they both employ data from the same sources, a sales pipeline focuses on the current moment and what salespeople should do to win transactions.

Firms can expect to bring in a certain amount of money if it wins the opportunities, as forecasted by the sales forecast.

Sales process and sales pipeline

Sales Funnel Vs. Sales Pipeline

There is often confusion between the terms sales pipeline and sales funnel.

They're typically compared to two sides of the same coin with distinct designs—except they're not. The sales pipeline and sales funnel are distinctive in both data and depiction.

A sales pipeline is concerned with deals, whereas a sales funnel concerned with leads.

Every stage in the sales process a sales professional takes to move a deal from start to close is called a sales pipeline.

A sales funnel, on the other hand, includes the steps of the purchasing process that your leads go through before becoming clients.

Sales funnel vs. sales pipeline

Benefits of a Sales Pipeline

Managing the sales process can be complex and challenging for any business, especially as they grow and the sales process becomes more intricate.

However, having a structured and organized approach to managing leads, prospects, and deals can significantly improve the sales process's effectiveness and efficiency.

This is where a sales pipeline comes into play, providing businesses with a visual representation of their sales process and helping them to keep track of every stage in one place. 

Forecasting Revenue

Predicting revenue is one of the primary benefits of using a sales pipeline in your business. 

By keeping track of each stage of the sales process, you can better understand your conversion rates, deal velocity, and the average size of your deals.

With this information, you can create a more accurate revenue forecast and adjust your strategy accordingly.

Additionally, having a comprehensive perspective of your pipeline helps you identify possible sales barriers, allowing you to address them before they impact your revenue.

By using a sales pipeline to predict revenue, you can make more informed business decisions, allocate resources more effectively, and increase the overall performance of your sales team.

Gaining Deeper Insights into Deals

A sales pipeline gives vital insight into financial data that suggest which deals are most likely to close. CRM software allows organizations to save their data in the cloud.

Putting corporate data on the cloud can reduce a company's manual labor process. Increased productivity and efficiency enable sales representatives to close transactions faster and enhance total firm sales income.

Evaluating Team Performance

A sales pipeline allows you to see how different salespeople in your team are performing and how near they are to hitting sales objectives.

The sales professionals must complete the essential tasks for the transactions to progress to the next level. Managers and business owners benefit greatly from the sales pipeline's openness and visibility.

As a result, sales managers may establish realistic sales objectives and guarantee that sales agents work aggressively to close deals.

Boosting Work Productivity and Efficiency

Another advantage of having a sales pipeline is that it increases productivity and efficiency.

Because opportunities in the pipeline are classified based on their conversion rate, sales professionals may focus on the transactions with the highest conversion rate. The sales team may save time by concentrating less on transactions with a lower conversion rate.

Gaining Clarity on the Sales Process

The sales pipelines in your CRM software represent your company's sales procedures.

As a result, when you create your sales pipeline, you're establishing a consistent guideline for your salespeople to follow.

Sales representatives can monitor, follow, and oversee the progress of each sale without fear of losing out on any of them.

On average, 38-42% of questioned sales reps think that determining a customer's needs, investigating competition activity, developing follow-up activities, and evaluating pipelines take significant time.

Sales reps spending time on tasks

Stages of a Sales Pipeline

Each company creates and designs its sales pipeline depending on the sector, business size, and sales procedure.

A sales pipeline

Having stated that, most businesses track their sales pipeline via the six steps listed below:


The process of developing a new business is called sales prospecting. Searching for possible clients or buyers of your goods entails extensive study and outreach. 

Outbound prospecting involves reaching out to someone you identified via research on LinkedIn or Google.

Prospects are generally willing to contact salespeople through LinkedIn (21%), SMS (21%), social media (18%), and in person at industry events (34%). Phone and email are two more channels that salespeople use.

prospecting stats on channels

Inbound prospecting means reaching out to someone who has already indicated an interest in your product by visiting your website or signing up for your newsletter.

You may begin measuring interest with potential buyers by sending targeted emails, cold-calling, making customer recommendations, attending industry events, or developing a strong social media presence that positions you as a problem-solving expert.

37% of marketers say prospecting is the most challenging part of their job.

2 interesting stats about sales pipeline

68% of companies have not attempted to measure their sales pipeline.

Unsurprisingly, then, 37% of marketers say the most challenging part of their job is prospecting (or filling their sales pipeline)

Lead Qualification

To save time and money, you should refrain from pursuing a deal that will never come to fruition.

Instead, concentrate on lead qualification by developing an ideal customer profile, or buyer persona, that specifies the traits of the clients you want to attract.

Consider the perfect industry, company size, location, and pain problems. This assists you in determining whether a prospect is a suitable fit for your product.

Consider giving an e-book, white paper, webinar, case study, or another complimentary resource to evaluate whether your prospect is interested in your offering.

Many B2B firms' sales engines are not turning. Nearly half of B2B sales representatives cite lead quantity and quality as their main challenges:

Top challenges according to reps

Doing a preliminary discovery call to learn about the prospect's needs is an excellent strategy before moving to the next stage.

Sales Call, Demo, or Meeting

Your pipeline should be narrowing at this point. You've deliberately screened away leads who aren't ready to buy and are now focusing on those who are. This is when you start looking for a buyer.

As a result, you should organize a demonstration or meeting. Ensure that everyone involved understands what this meeting is about; preparing an agenda ahead of time will ensure that everything runs smoothly. 

The demo should take place just once it is evident that your product is needed.

This is the stage at which you use all of your aggregate insights to create a business case that explains how your solution will assist your prospect in accomplishing their objectives.


At this point, you make an official sales offer. You outline how your organization may assist in addressing the potential customer's pain points once more.

You restate price facts and show why the commercial value of your product outweighs its cost. This is also the moment when you'll spend time distinguishing your proposal from the competition and emphasizing the benefits of your product.

Personalization and perceived value are important considerations at this level.

Remember to listen to customers carefully and understand their pain points or needs.

68% of buyers like salespeople who listen to their needs appropriately.

Listening to the buyers' needs

You want the prospect to know that you understand their business inside and out, so don't give them a one-size-fits-all proposal; instead, adapt it to their unique pain points.

Negotiation and Commitment

The prospect will undoubtedly have concerns or new questions that need renegotiating the first deal.

To reach a final agreement, discuss increasing or contracting the scope of work, changing costs, and managing expectations.

Contract Signing

You've just concluded a transaction, so raise a glass! Use an e-signature solution that allows your soon-to-be customer to sign and upload the contract from anywhere. You can now proceed with the transaction.


Concluding a sale may give you the impression that it's finished, but the customer's experience has only just begun.

The buyer can anticipate attentive assistance and continuous monitoring of the account's development during implementation.

You may cross-sell existing clients on new services and upsell them on premium solutions at opportune times.

Treat your new customers well - recommendations and future sales rely on it.

How to Build Your Own Sales Pipeline

Building your sales pipeline requires a strategic approach and identifying your target audience. It involves identifying and nurturing leads, establishing a consistent sales process, and continually tracking performance metrics to refine your strategy.

Let’s explore some of the strategies:

Creating a Targeted List of Prospective

As a first step, gather all of your potential clients into your sales funnel and assign them to different deal stages based on where they are on their purchasing journey.

If your salesperson delivered a promotional mailer to a prospect, the deal is in your pipeline's 'initiate contact' stage.

If a prospect requests a demo of your product, the sale is at the scheduled demo stage.

Similarly, if a prospect has expressed a readiness to purchase, has responded to your emails, met with your salesperson, and is debating the parameters of the proposal, the prospect is in the 'closing the deal stage' of your pipeline.

Knowing your offers' phases allows you to segment opportunities by each stage. 

Strategically Allocating Sales Activities Across Each Stage

Sales activities are frequently dispersed and may occur at various phases of the pipeline. 

Some organizations strive for a high volume of sales activities to ensure a fast-moving pipeline. In contrast, others adhere to a few practical actions. 

While sales tasks may fluctuate from deal to deal, designating them at the start of each deal provides salespeople clarity.

For example, if the first stage of your sales funnel is initiating contact, what are the accompanying sales activities?

One task would be to create and send emails. Tracking email stats is another option. If you are required to distribute promotional information in one of the emails, which generates the content?

Another sales action would be to contact the prospect via phone. These are some sales activities for which separate teams must be assigned responsibility.

Determining the Length of the Sales Cycle

The speed with which your salespeople close transactions significantly influence your sales pipeline and sales cycle. A variety of things determines the length of your sales cycle. It may differ depending on the following:

  • The complexity of your product - The longer the sales cycle, the more complicated your product is. This is mainly since numerous persons or teams are involved in assisting prospects in understanding the complexity and influencing them to buy.
  • It demands customization- If your product requires customization, the contract will take longer to close due to frequent client requirements changes. As a result, meeting those demands and delivering the solution would take a little longer.
  • Source of leads- Outbound sales, such as cold calling and email marketing, typically result in a lengthier sales cycle than inbound leads, such as those generated by a website. According to 78% of marketers, email is essential to overall company success.
importance of email marketing

Determining the Optimal Pipeline Size

How many sales are your reps pursuing? 

This is critical to meeting your sales and revenue targets for the year.

Work backward from the number of deals they must close for the year to meet revenue targets.

Simply aiming for the objective isn't sufficient, as many transactions can deteriorate over time and end unsold. In reality, an estimated 24% of anticipated transactions fail.

For example, if your salespeople seek 50 opportunities in a month, a substantial percentage, say 10 or 12, may get static over time. You should look for 70 deals instead of 50 to meet your sales targets.

To get a lot of opportunities to the end of the pipeline, you need many transactions to start with. For example, for a sales team to close 250 possibilities, they must seek at least 500 prospects.

Divide quarterly revenue by average deal size to determine monthly or quarterly sales objectives for your salespeople.

Ideal pipeline size

Eliminating Stagnant Deals from the Pipeline

Deals don't age like fine wine. As time passes, the chance of winning the agreement decreases, frequently resulting in a bad bargain.

Maintain track of the age of your transactions (you should add any offer that exceeds the length of your sales cycle to your 'dead deal' radar).

If you have a deal that has been static for a long time and has beyond your sales cycle, prioritize and pay attention to it.

This procedure will assist you in cleaning up your sales funnel by removing outdated deals that are unlikely to convert.

Maintaining a fast-moving pipeline will be easier if you use a CRM that instantly alerts your team about stagnant deals and sales activity undertaken for those prospects.

Understanding Sales Pipeline Metrics

Sales pipelines are excellent visual tools for sales managers to track and monitor their salespeople.

Yet, pipelines are continuously changing due to sales activity, and monitoring sales KPIs may help you check the health of your pipeline frequently.

Tracking sales pipeline indicators can help you understand how many opportunities your team needs to bring in to fulfill objectives and generate profits for the year once you've defined your sales targets for the quarter or year.

Ideal Sales Pipeline Metrics You Should Track

Pipeline indicators are commonly utilized to evaluate the sales pipeline's health. Monitoring sales metrics like the ones below allows sales team members to discover aspects of their sales process that may need to be tweaked:

Number of Deals in the Pipeline

This measure represents the total value of potential transactions with leads in an organization's sales pipeline. You must have insight into the number of transactions your sales staff is always chasing.

Number of Deals in the Pipeline

Average Deal Value

Every lead is worth some amount of money in terms of business. While the transaction value may alter when the lead becomes a client, having an estimated deal value in mind will help you forecast revenue.

Put your money on something other than the largest bargains. Concentrate on negotiations in which the prospect is interested in your goods and is eager to invest. A series of modest sales may convert faster than a single major one.

Average Deal Value

Average Win Rate

Numerous chances enter the sales pipeline, but how many results in a sale? 

You can measure this by tracking the average win rate of all the cases in your sales pipeline.

Utilize this indicator to uncover strategies to improve an individual salesperson's performance and to deliver effective solutions.

Average Win Rate

Conversion Rate 

Although you may gain or lose opportunities, can your sales staff convert them into leads? 

Doing so will showcase your sales team's commitment and highlight the efforts required to convert more prospects into leads.

While opportunity conversion rates are an excellent indicator to evaluate, they may only partially reflect the effort made by a salesperson to get new leads into the pipeline for the coming month.

If a salesman is focused on bringing in new leads but has a poor conversion rate for the current month, it means he has a lot of valuable opportunities in the pipeline.

Hence, it is not advisable to consider it as a short-term indicator to determine the sales funnel's health.

Conversion Rate

The Length of the Sales Cycle

How long does a salesperson take to move a prospect through the sales pipeline stages? 

The sales cycle duration is the time it takes for a lead to progress from initial contact to sale.

Depending on the firm, the cycle may consist of five to seven phases, including sales prospecting, lead nurturing, and objection management.

The duration of a B2B sales cycle often depends on the size of the contract and the type of product or service.

A typical B2B sales cycle for smaller agreements is 3 months. A B2B sales cycle is likely between 6 and 9 months for more substantial sales.

Because of the number of gatekeepers and procedures involved, your sales cycle time will be shorter if you sell to SMBs and longer if you sell to enterprises.

Pipeline Value

The entire value of all deals in the sales pipeline is called pipeline value.

Pipeline value assists you in forecasting income over the following months and planning your bootstrap strategy.

Pipeline Value

Sales Pipeline Management

Monitoring your sales funnel may enable you to identify issues before they worsen and affect your revenue.

Let's look at four strategies for efficiently managing your sales funnel.

Conduct Sales Pipeline Review Meetings

Frequent pipeline analysis review meetings help you understand the following:

  • the status of the deals
  • extra transactions are required to meet revenue targets
  • your team's effectiveness

Pipeline evaluations allow you to anticipate revenue for the month/quarter/year (for senior management) and assess the depth of prospecting into each account (for first-line managers).

It is a good habit to check your pipeline once a month and meet with your salespeople weekly to discuss actual opportunities moving through the pipeline and where your process is stagnant.

Use a CRM to Track Your Deals 

CRM software lets you track all the deals in your pipeline.

For example, if you're in 'pipeline view,' and your salespeople have yet to follow up on a deal, they may email or phone the prospect directly from the pipeline.

Incorporating a sales CRM into your pipeline plan may eliminate manual procedures that consume your salespeople's valuable time. Sales teams may automatically send out reminder emails, arrange conversations, and schedule demos.

An effective free CRM solution enables you to manage your transactions and conduct actions straight from the sales funnel view.

This comprises doing the following CRM tasks daily:

25% of sales personnel review the communication history of their clients, 21% examine the purchase history, 20% monitor rival activities, and 15% monitor staffing changes.

Use a CRM to Track Your Deals 

Some CRMs give deal analytics (how well a deal is performing, the value of the transaction, sales activity against each deal, and so on) as well as color-coded indicators for deal tasks in the pipeline, allowing you to quickly determine if tasks are complete, pending, or late.

This is useful for determining how effective each salesperson is in closing deals and meeting corporate objectives.

Encourage Collaboration 

Sales pipelines require numerous teams to accomplish tasks to give you the maximum value.

They can only work optimally if they are all in sync. This might have an impact on pending transactions.

Maintain visibility into the sales funnel for departments such as:

Again, a CRM may assist all team members in gaining visibility into the sales pipeline.

Create Sales Pipeline Reports

Monitoring your sales data regularly and taking remedial actions helps keep your sales funnel from stagnating.

For example, if a transaction has been in your queue for weeks, ensure the appropriate sales professional gets the tools they need to move it along.

Developing a sales pipeline report in a CRM with custom templates allows you to save time and make better decisions.

Sales pipeline report

You may also predict incoming revenue and condense your approach accordingly.

Avoid Manual Tasks

According to a Forrester analysis, automating processes can help save up to 90% of expenditures.

Avoid Manual Tasks

You may boost efficiency and production while lowering expenses.

CRM tools enable you to automate many manual processes in the pipeline, like follow-ups, appointment scheduling, and proposal creation, so your salespeople can use their time to guarantee transactions close.

You may use CRM sales pipeline software to:

  • Prioritize and evaluate leads using specific cues such as job title, industry type, and firm size.
  • Automate emails, selected from existing email templates, and customized in bulk.
  • Assign leads based on region, business type, company size, and transaction value to make it easier and faster for the sales professional to contact prospects.

When building a new sales pipeline, things may get congested and complicated.

A study revealed that 48% of salespeople named "improving the effectiveness of the sales funnel," and 32% listed "reducing the length of the sales cycle," which is at least partly fuelled by that reality.

your company’s top sales priorities for the next year

Customize Multiple Sales Pipelines

You must expand your sales procedures if you have several sales teams, sell different goods, or target different markets. Having different sales pipelines may assist you in tracking the progress of each offer.

Create pipelines with various transaction phases instead of developing one sales process to cover all products/markets.

This will clarify all your teams and guarantee they reach their objectives. A sales pipeline management system allows you to tailor the phases in numerous sales pipelines to your company's demands and internal structure.

Raul Galera, Candy Bar's Partner Manager, stated, "Our sales funnel normally begins with an agency contacting us and then entering the discovery process (demo call, inquiries about our agency program, etc.), but once we close a new agency, the real work begins. When those agencies introduce new clients to our company, a new sales pipeline begins."

How To Evaluate a Sales Pipeline

Now that you know how to build a healthy pipeline, how can you tell whether you're doing it correctly?

A solid pipeline will have a high conversion rate, a short sales cycle length, and a high sales velocity.

How can you gain control of these sales metrics?

To be relevant, a pipeline requires correct prospect data. The data might vary from minute to minute, necessitating regular monitoring.

You can keep your pipeline running smoothly by discarding old data and making changes whenever a new lead arrives or a prospect advances to the next level. 

Set up trackable KPIs and prospect details in your CRM and evaluate them regularly to keep your data clean and transactions going ahead.

Each sales leader should tailor pipeline indicators to their specific goals, but here are some standard baselines.

Monitoring these data will tell you a lot about the status of your pipeline and will assist you in identifying any problems early.

Lead Source

How did potential customers learn about your product? What kind of campaign did you use? Did you use email, a print advertisement, digital marketing, or something else?

As you start paying attention to various sources, you may notice that some convert better than others.

A recommendation is more likely to buy than someone who came across an internet ad.


Customers from various sectors may be interested in your goods, but is it more popular in specific industries? Monitoring this parameter will aid in determining this.

Deal Size

Every prospect's budget will be unique. Some may be willing to pay six figures, while others cannot purchase your products. Remember this while customizing and prioritizing pitches.

Decision Makers

Do you have access to the people who will ultimately make the decisions? Are you speaking with the vice president of sales or the vice president of sales operations? If not, how will you contact the decision-maker?

Conversion Rate Evaluation 

Only some qualified leads become a customer. To estimate correctly, you must know what percentage of opportunities advance from stage to stage.

If you want to close 500 transactions in a quarter with a 10% conversion rate, you'll need 5,000 prospects in your pipeline.

Sales Velocity

How much money does your team make every day?

Sales velocity may help you quantify this by looking at how quickly a deal goes through your pipeline.

A low velocity implies a bottleneck in the pipeline. It also signals if you should reconsider that notion by putting more effort into advancing it forward or abandoning it entirely.

Value of the sales pipeline: Calculate the monetary worth of each contract in your pipeline. This figure assists you in determining the return on investment of your team's work.

How to calculate sales velocity

Sales Cycle Length

How long does it take for a rep to qualify a lead and then close the deal? This helps you forecast how many opportunities will be closed at a specific time.

If the salesperson understands the usual sales cycle time, it's also an excellent measuring stick for the progress of a deal.

According to Marketing Charts, B2B companies' sales cycles range from one month to a year.

Typical B2B Sales cycle length

Create an Effective Sales Pipeline Today

A good sales pipeline strategy and management procedure benefit more than simply the sales force.

Focusing your entire business on revenue targets can benefit everyone involved.

Utilize our suggestions and resources to help you maintain best practices that empower salespeople, better service prospects, and, ultimately, achieve your objectives.

Each salesperson must learn to recognize the individuality of each customer. Knowing the distinctions between these tactics enables a salesperson to develop their strategies.

What is the best option for you?

Experiment with several approaches to see what works best. Use a range of selling strategies. Discover an approach that works consistently for you and apply it to all your consumers.

And for all these reasons, you need the help of AI bees!

While interacting with our consumers, AI bees prioritizes devotion, commitment, and real caring. We will gladly share our success formula with you.

We take pride in creating positive and meaningful interactions with our customers through the use of AI technology.

Please contact us if you have any questions!