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What is a Sales Pipeline? Understanding Its Building and Management

Madhuri Gourav
January 31, 2024
 mins read

Last modified on

Knowing the basics of a sales pipeline is essential for sustainable growth in the fast-paced sales world, not only as a competitive advantage. A well-structured sales pipeline can be the driving force behind achieving and exceeding sales targets. 

Today, we'll explore what is sales pipeline, its stages, and, most importantly, how to build and manage an effective sales pipeline that propels your business forward.

Empower sales teams to manage leads for a personalized experience effectively.

Defining the Sales Pipeline

A sales pipeline definition can visually represent the sales process, showing the various stages that potential customers or leads go through before becoming paying customers. It's a roadmap that guides sales teams from initial lead generation to closing deals.

The Importance of a Sales Pipeline

Understanding the significance of pipeline sales before diving into how to build one. 

Here are some key reasons why it's essential:

  • Clear Visualization: It provides a clear and structured view of each lead's position in the sales process.
  • Sales Forecasting: A well-maintained pipeline allows for accurate sales forecasting, helping businesses plan resources and strategies effectively.
  • Efficiency and Accountability: It enhances efficiency by ensuring sales efforts focus on leads most likely to convert. Additionally, it holds sales teams accountable for lead progression.
  • Identifying Bottlenecks: A pipeline helps identify bottlenecks in the sales process, allowing for targeted improvements.
  • Strategic Decision-Making: This aids in making informed decisions about resource allocation, marketing strategies, and customer engagement.
A sales pipeline
A sales pipeline

Pre-requisites Before Starting to Build Your Own Pipeline

Before you start building your own sales pipeline, there are several key elements and prerequisites you should have in place to ensure its effectiveness:

  • Understanding Target Customer Profiles: Identifying your ideal customer personas and pain points helps tailor your pipeline stages and messaging to meet their needs.
  • Product Knowledge: A deep understanding of your products or services is essential for effective communication and conveying their features, benefits, and value propositions.
  • Sales Process Definition: Clearly define your sales process, including stages, criteria for progression, and required actions at each stage.
  • Lead Generation Strategies: Determine how you'll generate leads, whether through inbound marketing, outbound calls, email marketing, social media, or a mix of strategies.
  • CRM Software: Implement Customer Relationship Management software to manage leads, contacts, and sales activities efficiently.
  • Sales Team: Assemble a trained sales team responsible for lead management and nurturing, equipped with effective communication and negotiation skills.
  • Messaging and Sales Collateral: Develop tailored sales messaging, scripts, email templates, presentations, and marketing materials for each pipeline stage.
  • Lead Scoring and Qualification Criteria: Establish criteria to identify promising leads through lead scoring and qualification.
  • Sales Goals and Targets: Set clear sales goals, targets, and KPIs to measure pipeline performance and progress toward objectives.
  • Communication Plan: Create a well-defined communication plan outlining engagement strategies and follow-up procedures for each pipeline stage.
  • Pipeline Management Tools: Utilize pipeline management tools for reporting, data analysis, and identifying areas for improvement.
  • Feedback Mechanism: Establish a feedback loop between sales, marketing, and customer support to refine and enhance the pipeline continuously.
  • Legal and Compliance Considerations: Ensure adherence to legal and regulatory requirements, including privacy laws and industry-specific regulations.

By incorporating these elements into your sales pipeline strategy, you can effectively build and manage a pipeline that drives revenue growth and fosters long-term customer relationships.

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Building a Sales Pipeline

Building a sales pipeline is akin to constructing a roadmap for success in sales. The sales pipeline stages systematically identify, nurture, and advance potential, ultimately driving revenue growth.

Now, let's dive into how to build a sales pipeline effectively.

1. Define Your Sales Pipeline Stages

The first step is to outline a lead's stages in your sales process. Common stages include 'Prospect,' 'Qualify,' 'Proposal Sent,' 'Negotiation,' and 'Closed/Won.' Customize these stages to match your unique sales journey.

2. Lead Generation

This is the stage where you identify and generate leads. Use channels like inbound marketing, outbound calls, email marketing, and networking events to attract potential customers.

3. Lead Qualification

Not all leads are equal. In this stage, assess the quality of leads to determine if they fit your ideal customer profile. Are they genuinely interested? Do they have the budget and authority to make a purchase decision?

4. Sales Engagement

Engage with qualified leads by initiating meaningful conversations, understanding their pain points, and presenting solutions that address their needs.

5. Proposal and Negotiation

Present your product or service in detail, provide a proposal, and negotiate terms. Be prepared to address objections and concerns effectively.

6. Closing the Deal

Once negotiations are successful, it's time to close the deal. Ensure all necessary paperwork and agreements are in place.

Stages of the sales process
Stages of the sales process

Sales Pipeline Management

An ongoing process involving tracking, analyzing, and optimizing your pipeline is the definition of what is sales pipeline management.

Here's how you can do it:

1. Regularly Update the Pipeline

Ensure that your pipeline is up-to-date. Move leads through the stages as they progress, and remove any that are no longer relevant.

2. Sales Pipeline Report

Generate a regular sales pipeline report to track performance. Analyze conversion rates, identify trends, and make data-driven decisions.

3. Sales Pipeline Analysis

Perform an in-depth sales pipeline analysis of your pipeline to identify bottlenecks, areas for improvement, and potential roadblocks. Adjust your strategies accordingly.

Sales pipeline management
Sales pipeline management

Sales Pipeline Development

Continuous development and refinement of your sales pipeline are essential for long-term success. 

Keep these practices in mind:

  • Training: Invest in ongoing training for your sales team to keep their skills sharp.
  • Technology: Leverage CRM software to streamline pipeline management.
  • Feedback: Seek feedback from your sales team to understand what's working and what isn't.
  • Alignment: Ensure your marketing and sales teams are aligned to attract and nurture the right leads.

Therefore, a well-structured sales pipeline is the backbone of a successful sales operation. It provides a clear path for lead progression, aids forecasting, and empowers strategic decision-making.  

By defining your pipeline stages, continuously updating and analyzing your pipeline, and focusing on pipeline development, you can build a robust sales pipeline that drives your business to new heights.

When Is It Appropriate to Move a Deal to a New Stage?

Moving a deal from one stage to another in your sales pipeline should be a well-considered decision based on specific criteria rather than arbitrary judgment. The criteria for advancing a deal to the next stage can vary depending on your business, industry, and general guidelines.

Sales professionals must follow a systematic approach to advance a deal through the sales pipeline effectively. This involves ensuring that all necessary actions for the current stage have been completed, such as sending proposals and addressing objections. It's crucial to gauge the level of customer commitment, whether through verbal agreements, written communication, or explicit interest, as this indicates readiness to move forward.

Furthermore, evaluating whether the deal aligns with specific criteria for the next stage, such as lead qualification and budget confirmation, helps maintain a structured progression. Positive engagement from the customer, including responsiveness and active participation, is a positive signal for advancement. 

Sales progression involves resolving objections, confirming genuine interest, aligning with customer budgets, understanding decision-making processes, and adhering to defined criteria. Consistency in applying these criteria aids in accurate forecasting and resource allocation for the highest likelihood of closing.

Additionally, regular reviews and discussions within the sales team can help refine and improve the criteria over time. Now that the requirements for moving a deal along the pipeline are clear, let's move on to the crucial equipment and software needed to create and maintain a sales pipeline effectively.

Sales pipeline management software
Sales pipeline management software

What Tools Are Required to Build and Manage a Pipeline?

Building and managing a sales pipeline efficiently requires various tools and technologies that streamline the process, enhance communication, and provide valuable insights. 

Here are some essential tools and software for building and managing a sales pipeline:

  • Customer Relationship Management (CRM) Software: CRM software is the cornerstone of pipeline management. It helps track leads, contacts, and deals, providing a central hub for all customer-related information. Popular CRM options include Salesforce, HubSpot CRM, and Zoho CRM.
  • Lead Generation Tools: Tools for lead generation help identify and capture potential leads. These can include email marketing platforms (e.g., Mailchimp), lead capture forms on websites, and social media advertising tools.
  • Email Marketing Software: Email marketing platforms like Mailchimp, Constant Contact, or SendinBlue are essential for nurturing leads and maintaining communication throughout sales.
  • Sales Analytics and Reporting Tools: Analytics tools provide insights into pipeline performance, conversion rates, and sales trends. Examples include Google Analytics, Tableau, and Power BI.
  • Sales Enablement Software: Sales enablement tools facilitate content creation, sharing, and tracking. They help sales teams deliver relevant content to leads and prospects. Examples include SalesLoft, Outreach, and Seismic.
  • Communication and Collaboration Tools: Communication tools such as Slack, Microsoft Teams, and Zoom facilitate internal collaboration among sales team members and departments, ensuring everyone is aligned and informed.
  • Sales Forecasting Software: Sales forecasting software helps predict future sales revenue based on current pipeline data. It assists in resource planning and setting realistic sales targets. Salesforce, InsightSquared, and Clari are options.
  • Marketing Automation Platforms: Marketing automation platforms (e.g., Marketo, Pardot) assist in lead nurturing, scoring, and automated communication to move leads through the pipeline.
  • Document Management Systems: Document management tools like DocuSign or Adobe Sign enable the secure and efficient handling of contracts and agreements during sales.
  • Data Enrichment Services: Data enrichment services enhance lead and customer data with additional information, improving lead segmentation and personalization. ZoomInfo and Clearbit are examples.
  • Sales Training and Learning Management Systems: Sales training platforms like Lessonly or MindTickle help onboard and train sales teams, ensuring they are well-equipped to manage the pipeline effectively.
  • Project Management Tools: Project management tools (e.g., Trello, Asana) can help sales teams organize and prioritize tasks related to lead management and deal progression.
  • AI and Predictive Analytics: AI-powered tools can provide predictive analytics and insights to identify potential high-conversion leads, optimizing pipeline management.
  • Customer Feedback and Survey Tools: Tools like SurveyMonkey or Customer Satisfaction (CSAT) surveys can gather valuable customer feedback to improve the sales process and customer experience.
  • Call and Contact Center Solutions: For businesses with a significant volume of calls, call center software (e.g., RingCentral, Convin, Five9) facilitates communication and tracking of customer interactions.
  • Social Selling Tools: Social selling platforms like LinkedIn Sales Navigator enable sales teams to identify and engage with prospects on social media platforms.

Selecting the right combination of these tools depends on your business's specific needs, budget, and the complexity of your sales process. Integrating them effectively and training your sales team to use them can significantly improve pipeline management and sales performance.

The Power of Effective Sales Pipeline Management with Convin

A well-structured and efficiently managed sales pipeline is crucial for success in the sales world. The roadmap guides your sales team from initial lead generation to deal closure, ensuring no opportunity slips through the cracks.

By understanding the key criteria for advancing deals through each stage of the pipeline and leveraging essential tools and technologies, businesses can streamline their sales processes, improve conversion rates, and achieve revenue targets.

One notable tool that stands out in this regard is Convin. With its robust customer relationship management capabilities, Convin empowers sales teams to effectively manage leads, nurture prospects, and provide a personalized sales experience. Its data-driven insights and analytics help identify trends, bottlenecks, and areas for improvement, enabling more informed decision-making. 

Incorporating Convin into your sales pipeline management arsenal enhances your ability to move deals through the pipeline and ensures that customer interactions are seamless, personalized, and geared toward conversion

With Convin, you're not just managing a pipeline but building lasting customer relationships that drive growth and success. So, whether you're a seasoned sales professional or just starting in the world of sales, consider the power of Convin to elevate your sales pipeline management to new heights.

To witness how Convin can transform your sales pipeline management and help you achieve unparalleled success, schedule a demo today and experience the future of sales excellence.


1. How do you start a pipeline?

To start a pipeline, identify potential leads or prospects, understand their needs, and initiate contact through various channels like email, calls, or social media.

2. Why build a pipeline?

Building a pipeline is essential to manage and nurture leads systematically, increasing the likelihood of converting them into paying customers and driving revenue growth.

3. How do you build a deal pipeline?

To build a deal pipeline, follow a structured sales process that involves lead generation, lead qualification, engagement, addressing objections, and progressing toward deal closure.

4. How do you build a sales pipeline quickly?

Building a sales pipeline quickly involves leveraging effective lead generation strategies, utilizing CRM software, and streamlining communication and follow-up processes to move leads through the stages efficiently.

5. What is the formula for the sales pipeline?

No single formula for a sales pipeline exists, as it varies by business and industry. However, it typically involves defining stages, setting criteria for progression, and managing leads and opportunities effectively to achieve sales goals.

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