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Sales Pipeline Report: A Guide to Success

Abhishek Punyani
February 1, 2024
 mins read

Last modified on

In the fast-paced world of sales, managing and tracking your sales efforts is crucial for success. A well-structured sales pipeline report can be your guiding light, helping you understand where your potential deals stand, where your team should focus their efforts, and how close you are to achieving your sales goals. 

In this blog post, we will delve into the key aspects of sales pipeline reports, including what they are, how to build one, what to include, their benefits, and best practices for effective utilization.

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What is a Sales Pipeline?–Definition

At its core, a sales pipeline is a visual representation of your sales process. It's a structured framework that tracks potential leads as they move through various stages towards conversion. Each stage represents a step in the buyer's journey, from initial contact to closing the deal.

Let's delve deeper into what a sales pipeline is and how it functions.

1. Visual Representation

A pipeline sales is essentially a visual representation, often in the form of a chart or diagram, that allows you to see all the potential sales opportunities your team is working on at a glance. It provides a clear, organized way to manage and track your sales efforts.

2. Structured Framework

Think of it as a well-defined roadmap that outlines the steps a prospect takes from the moment they show interest in your product or service until they become a paying customer. This structure ensures that no potential deals slip through the cracks and that each lead is nurtured effectively.

3. Tracking Progress

The pipeline allows you to monitor the progress of each lead as they navigate through different stages. For example, in a B2B (business-to-business) context, the stages might include lead generation, lead qualification, product presentation, negotiation, and closing the sale. In a B2C (business-to-consumer) context, stages might be simplified, but the principle remains the same.

4. Buyer's Journey

Each stage in the pipeline corresponds to a specific phase in the buyer's journey. It helps you understand where a lead is in terms of their decision-making process. For instance, at the initial contact stage, the prospect might be unaware of your product, while at the closing stage, they are ready to make a purchase decision.

What are the Sales Pipeline Stages?

Know the 7 stages of the sales pipeline for better results!
Know the 7 stages of the sales pipeline for better results!

Typically, sales pipelines are divided into several stages that reflect the progression of a prospect from a lead to a customer. 

These stages can vary from business to business, but common ones include.

1. Prospecting

This is the first stage, where you identify potential leads or prospects who might be interested in your product or service. Prospects could be generated through various means, such as inbound marketing, outbound cold calling, or referrals.

2. Qualification

Once you've identified potential leads, you must qualify them to determine whether they fit your offering well. This involves assessing factors like their needs, budget, timeline, and decision-making authority.

3. Needs Analysis

At this stage, you delve deeper into understanding the prospect's specific needs and pain points. You gather information to tailor your pitch and demonstrate how your product or service can solve their problems.

4. Proposal/Quote

After understanding the prospect's needs, you present a proposal or quote that outlines the solution you're offering, including pricing, features, and terms. This stage involves negotiation and addressing any concerns or objections.

5. Negotiation

Negotiation involves reaching an agreement on the terms of the sale. This might include negotiating pricing, contract details, or any customizations the prospect requires.

6. Closed/Won

Finally, if negotiations are successful and the prospect accepts your proposal, the deal moves to the closed/won stage. This is when the prospect becomes a paying customer, and the sale is considered a success.

7. Closed/Lost

In cases where the prospect decides not to proceed with the purchase, the deal is marked as closed/lost. This stage provides insights into why the deal didn't convert, helping you improve your sales strategy.

A sales pipeline is a structured framework that guides potential leads through a series of stages, mirroring their journey from initial interest to purchasing. It helps sales teams organize their efforts, prioritize leads, and ultimately increase their chances of closing deals successfully.

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What is a Sales Pipeline Report?

A sales pipeline report is a detailed analysis of all the opportunities and leads in your pipeline. It provides insights into the status of each deal, its monetary value, and the likelihood of closing. This report is essential for sales managers and executives to make informed decisions about resource allocation and sales strategy.

Through key points, let's explore the concept of a Sales Pipeline Report in more detail.

1. Overview of a Sales Pipeline Report

A Sales Pipeline Report is a critical tool in sales management that offers a comprehensive overview of all the opportunities and leads currently within your sales pipeline. It serves as a dynamic document that evolves as new leads enter and existing leads progress through various sales process stages.

2. Detailed Analysis

This report goes beyond mere data collection; it provides an in-depth analysis of each opportunity. It captures essential details such as the current stage of each deal, its potential monetary value, and the probability of closing the deal.

3. Status Tracking

One of the primary functions of a Sales Pipeline Report is to track the status of every lead in the pipeline. This status tracking helps sales teams, and managers understand where each lead stands in the sales process.

4. Monetary Value Assessment

In addition to tracking lead status, the report assigns a monetary value to each opportunity. This value is usually based on the expected revenue that would result if the deal is successfully closed. It enables businesses to forecast potential revenue and make financial projections.

5. Likelihood of Closing

Another critical aspect of the report is assessing the likelihood of closing each deal. This involves evaluating the probability of a lead moving successfully from its current stage to the next and ultimately becoming a paying customer.

6. Resource Allocation

Sales managers and executives rely on the insights provided by the Sales Pipeline Report to allocate resources effectively. It helps them determine where to allocate more sales representatives, marketing efforts, or other resources to maximize revenue potential.

7. Sales Strategy Optimization

The report serves as a foundation for shaping and fine-tuning the sales strategy. By analyzing the data within the report, businesses can identify trends, bottlenecks, and areas for improvement in their sales process.

8. Continuous Monitoring

A Sales Pipeline Report is a dynamic document that requires regular updates. Sales teams should ensure that it accurately reflects the current status of all leads and opportunities in the pipeline. This ongoing monitoring allows for agile decision-making.

9. Integration with CRM Systems

Many organizations use Customer Relationship Management (CRM) software to manage their sales pipelines and generate Sales Pipeline Reports. CRM systems facilitate data collection, analysis, and reporting, making the process more efficient and accurate.

10. Building an Effective Sales Pipeline

You must first build an effective sales pipeline to create a Sales Pipeline Report. This involves defining clear stages, and criteria for progression and documenting lead information systematically. Regularly updating this pipeline ensures that the Sales Pipeline Report remains accurate and actionable.

A Sales Pipeline Report is a crucial tool for sales management, providing a detailed and up-to-date analysis of all leads and opportunities in the sales pipeline. It helps organizations make informed decisions, allocate resources effectively, and optimize their sales strategies to maximize revenue growth.

What is a Sales Pipeline Analysis?

A sales pipeline analysis methodically looks at each step in your pipeline to evaluate its effectiveness, pinpoint areas for development, and help you make data-driven decisions that will increase sales success. This procedure is essential for maximizing your sales approach and guaranteeing that opportunities move through the stages without hiccups.

How to Conduct Sales Pipeline Analysis and Generate a Sales Pipeline Report

1. Gather Data

Begin by gathering pertinent information about your sales funnel. This contains data on average deal size, conversion rates, and the amount of leads in each step. Make use of your CRM system to get this important information.

Example: Assume you have 100 leads in your prospecting stage; 40 leads advance to the next step after being qualified or 40% of the leads.

2. Identify Bottlenecks

Examine your data to identify any bottlenecks or stages at which leads tend to stall or disappear. Bottlenecks may indicate that you must improve your sales procedure or add more resources to help close deals.

Example: You observe that just twenty percent of leads moving on to the negotiation stage seal transactions. This bottleneck has to be looked at more thoroughly.

3. Measure Velocity

Determine how long a lead typically takes to progress through each stage of your sales funnel. This measure, called "velocity," aids in your comprehension of how effectively leads advancement.

Example: On average, it takes 30 days to move from the qualification stage to the negotiation stage.

4. Forecasting

To forecast future revenue, use conversion rates and previous data. You may more efficiently deploy resources and create realistic sales targets with the aid of this forecasting. 

Example: You project that 20% of the leads presently in the negotiating stage will conclude transactions within the next month, bringing in $50,000, based on your past data.

5. Reporting

Lastly, put your research into a thorough sales pipeline report. This report, which gives an overview of the state of your sales funnel, should be easy to read and brief. Draw attention to the areas that need work and offer doable solutions.

Example: According to your sales pipeline data, during the previous quarter, there was a 15% drop in the conversion rate from the presentation to the negotiation stage. You suggest giving your sales staff more instruction on successful negotiating strategies to remedy this.

An essential component of running an effective sales process is sales pipeline analysis. By methodically going over each step of your funnel, finding bottlenecks, assessing velocity, projecting revenue, and putting the findings in a clean report, you enable your sales force to make wise choices, perfect their strategy, and eventually increase sales success. 

The sales pipeline analysis process helps you refine your strategies and continually improve your pipeline stages to ensure a healthy and productive sales environment.

Sales Pipeline Template: Creating a Path for Your Sales Process!

Any successful sales operation is built on a sales pipeline. It serves as a methodical road map to help sales teams navigate the challenging process of turning prospects into happy clients. A Sales Pipeline Template is a handy tool in this process. 

1. Knowing the Sales Pipeline Template

In essence, a sales pipeline template is a pre-made, standardized framework that lists the steps a prospective lead must take before becoming a paying customer. It functions as a flow chart for your sales process, ensuring each lead is carefully cultivated and overseen as it moves through the phases and, eventually, results in profitable conversions.

2. Streamlining Sales Pipeline Stages

The ability of a sales pipeline template to streamline the sales pipeline stages is one of its main advantages. Let's see how it makes this happen.

a. Consistency

By outlining certain milestones, the template ensures that everyone in the organization understands the sales process. Maintaining a unified approach to leads and opportunities requires this consistency.

b. Customization

A template offers a well-organized structure, but it's quite flexible. The stages can be altered to fit your particular business, good, or service. The sales pipeline stages of a software company could be different from those of a retail company, for instance.

c. Clarity

A clearly defined template makes it evident what each step comprises. This clarity aids in accurately classifying leads and guarantees that they go rationally and orderly through the sales funnel.

d. Efficiency

Sales representatives may rapidly ascertain each lead's position in the pipeline and the steps necessary to advance them using a pre-made template. This efficiency can greatly decrease the amount of time spent on lead management and administrative duties.

3. Improving Sales Pipeline Reports and Analysis

A Sales Pipeline Template is valuable for generating comprehensive sales pipeline reports and conducting in-depth analysis. Here's how it contributes to this process:

a. Data Consistency

The data gathered at every level is consistent because the template mandates consistency in how leads are handled. An important component of meaningful analysis is this uniformity.

b. Benchmarking

You can establish precise standards at each step with the help of a template. Expectations for conversion rates, average transaction sizes, and lead progression times can all be set. This facilitates the evaluation of your sales pipeline's condition.

c. Identifying Bottlenecks

One way to identify bottlenecks or locations where leads tend to stagnate or drop off is to look at how leads travel through the various stages. This knowledge is crucial for enhancing strategy.

A sales pipeline template is an effective tool for any company trying to streamline its sales process. It makes managing the stages of the sales pipeline easier, promotes uniformity, and contributes to the creation of informative sales pipeline reports and analysis. Having a well-structured template might be crucial for long-term success and expansion in a constantly changing sales environment.

What are the Best Practices for Creating Sales Pipeline Reports?

Creating effective Sales Pipeline Reports is crucial for any sales-driven organization looking to optimize its processes, drive revenue growth, and make informed strategic decisions. To harness the full potential of these reports, it's essential to follow best practices that ensure accuracy, relevance, and actionable insights.

1. Consistency is Key

  • Data Integrity: Maintaining the accuracy and reliability of your Sales Pipeline Report is paramount. Encourage all team members to adhere to a standardized process for entering and updating data. Inconsistencies or inaccuracies can lead to misguided decisions and lost opportunities.
  • Training and Guidelines: Ensure that your team receives proper training and guidelines on inputting and managing data within the pipeline. Regular training sessions can help reinforce the importance of consistency.

2. Define Clear Criteria

  • Stage Progression Criteria: To eliminate ambiguity and ensure that leads progress logically through the pipeline, clearly define the criteria for moving deals from one stage to another. For example, outline the specific actions or milestones that must be achieved for a lead to advance to the next stage. This prevents premature or unwarranted stage changes.
  • Objective Scoring: Consider implementing an objective scoring system that quantifies the readiness of a lead to move forward. Assign numerical values or percentages to criteria like prospect engagement, budget confirmation, or decision-maker involvement to make the process more objective.

3. Regular Review

  • Scheduled Reviews: Conduct regular reviews of the Sales Pipeline Report, preferably at predefined intervals, such as weekly or monthly meetings. These reviews serve as opportunities for the team to discuss progress, identify bottlenecks, and strategize on advancing leads.
  • Data Analysis: Use these review sessions to analyze the data within the report. Identify patterns, trends, and areas for improvement. Consider factors such as conversion rates, time spent in each stage, and the impact of different marketing or sales tactics.

4. Use Technology

  • CRM Integration: Leverage Customer Relationship Management (CRM) software to streamline data collection, management, and report generation. A CRM system automates many aspects of the pipeline, reducing manual data entry and the risk of errors.
  • Automation Tools: Explore automation tools that can help with data enrichment, lead scoring, and notifications. These tools can enhance the efficiency of your sales process and provide real-time updates for the Sales Pipeline Report.

5. Continual Improvement

  • Feedback Loop: Establish a feedback loop within your sales team. Encourage team members to provide insights and suggestions for improving the Sales Pipeline Report and the overall sales process. This collaborative approach ensures that the report remains relevant and valuable.
  • Market Dynamics: Recognize that market conditions, customer preferences, and competitive landscapes can change over time. Continually adapt and refine your sales pipeline and reporting to align with these changing dynamics. Be agile in your approach and open to making necessary adjustments.

Incorporating these best practices into your Sales Pipeline Report management ensures that your team operates efficiently, makes informed decisions, and maintains a competitive edge in the ever-evolving sales world. Consistency, clear criteria, regular reviews, technology integration, and a commitment to continual improvement are key elements in achieving sustained success.

What Are the Benefits of a Sales Pipeline Report?

In the dynamic world of sales, having a clear and strategic roadmap is essential to achieving success. Enter the Sales Pipeline Report—a versatile tool that not only illuminates the path ahead but also offers a multitude of benefits that can significantly enhance your sales process.

1. Improved Decision-Making

  • Resource Allocation: A Sales Pipeline Report provides a clear overview of where your leads and opportunities stand in the sales process. This information empowers sales leaders to allocate resources strategically. For instance, if certain leads close to closing deals, you can assign more resources to nurture those prospects.
  • Adjusting Sales Tactics: By analyzing the data within the report, you can identify which sales tactics are working and which need refinement. This allows you to adapt your sales strategy in real-time to align with customer preferences and market trends.
  • Realistic Sales Targets: Sales leaders can set more realistic and achievable sales targets based on the insights from the Sales Pipeline Report. This helps avoid overambitious goals that may demotivate the sales team or underestimate your potential.

2. Better Forecasting

  • Accurate Revenue Projections: A well-maintained Sales Pipeline Report allows for more precise revenue forecasting. You can predict future income by examining the progression of deals through the pipeline and assigning probabilities to each stage based on historical data.
  • Budget Planning: Accurate revenue forecasts are crucial for budget planning. Businesses can allocate budgets more effectively when they clearly understand expected future revenue.

3. Increased Accountability

  • Tracking Progress: Sales team members are accountable for their performance through the Sales Pipeline Report. Each deal's progress is visible, allowing managers to identify which team members are excelling and who may need additional support or training.
  • Goal Alignment: The report helps align individual and team goals with the overall sales objectives of the organization. Team members are motivated to work towards closing deals and meeting targets when they see their progress in the pipeline report.

4. Enhanced Communication

  • Shared View: The Sales Pipeline Report is a reference point for the entire sales team. It ensures everyone is on the same page regarding lead status, priorities, and goals.
  • Collaboration: The report fosters collaboration among team members. It encourages them to work together on deals, share insights, and support one another in achieving common objectives.

A Sales Pipeline Report is a powerful tool beyond simple data tracking. It empowers organizations to make data-driven decisions, accurately forecast revenue, promote accountability among team members, and facilitate open communication within the sales team. These benefits collectively contribute to improved sales performance and the achievement of organizational goals.

How can Convin Help you Improve your Sales Pipeline?

You can automatically transcribe and analyze sales conversations—whether over the phone, over video meetings, or through chat—with Convin's Conversation Intelligence platform. 

This technology can give you important information about how well your sales staff communicates. 

1. Training and Onboarding

Growth strategy with all-inclusive agent training programs
Growth strategy with all-inclusive agent training programs
  • Comprehensive Training Programs: Provide comprehensive training programs that include product knowledge, customer service strategies, and business policies and procedures. Training should be accessible from a distance through webinars, e-learning sites, or video conferencing.
  • Continuous Learning: Customer service trends and technologies are always evolving. Offer opportunities for skill enhancement, workshops, and training materials to remote agents to facilitate their ongoing education and development.

2. Performance Monitoring

Call center agent performance metrics‍
Call center agent performance metrics
  • Monitoring Tools: Install software and monitoring tools so managers can monitor the performance of agents working remotely in real-time. These technologies include call recording and analysis, screen capture, and performance dashboards.
  • Regular Feedback and Coaching: Based on their performance indicators, give remote agents coaching and helpful criticism. Conduct one-on-one meetings and performance reviews on a regular basis to talk about development goals, areas of strength, and areas for growth.

Convin's offerings provide useful resources for streamlining your sales process. Convin helps ensure that your sales team works more efficiently, leads work through the pipeline smoothly, and you can achieve higher conversion rates and revenue growth.

By utilizing conversation intelligence, automated follow-ups, data-driven decision-making, enhanced collaboration, and integration capabilities.

Are you curious? Get in touch with us and learn more about how Convin can benefit your organization and improve conversions.


1. What is a sales pipeline report?

A sales pipeline report is a visual representation of your sales process, tracking potential deals at various stages, their values, and the likelihood of closing, helping manage and analyze sales efforts.

2. How do I report a sales pipeline?

To report a sales pipeline, use a CRM system or spreadsheet to list leads, their stages, values, and probabilities, regularly updating it to reflect current sales activities.

3. How to do a sales pipeline analysis?

Sales pipeline analysis involves assessing lead progression, identifying bottlenecks, analyzing conversion rates, and using data to refine sales strategies for improved performance.

4. What is an example of a sales pipeline?

A sales pipeline example might include stages like prospecting, qualification, proposal, negotiation, and closure, showing leads' progression from initial contact to final sale.

5. How do you structure a sales pipeline?

Structure your sales pipeline by defining clear stages, and criteria for advancement, assigning values, and regularly reviewing and optimizing the process to align with your sales strategy.

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