Sales Pipeline

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by Syed Balkhi Founder of WPBeginner

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Have you ever found yourself in the labyrinth of sales strategies? Have you ever wondered what exactly a sales pipeline is and why it’s crucial for business success?

Well, in that case, you’re in the right place! In this post, we’ll talk about the term “sales pipeline” and explore its significance in the world of sales. 

If you want to know more about it, let’s get started. We’ll begin by first understanding what a sales pipeline is.

What is a sales pipeline?


A sales pipeline is a visual way of tracking where a potential buyer is in his/her buying journey as they progress through different stages of this process. This can be any stage between initial contact with the user and converting them into a customer.

Basically, it’s like a roadmap of your business’s sales process. The best thing about a sales pipeline is that it offers you a clear understanding of where your users stand in the sales process. But that’s not the only reason why it’s important. 

Why a sales pipeline is important

A sales pipeline can be a brilliant tool to help you improve your marketing strategies and accelerate your results. As mentioned above, it lets you track your users’ progress through the sales cycle. You can use this knowledge to prioritize and tailor your marketing efforts accordingly.

This can also help you allocate your resources more effectively, bringing in more solid results in transitioning your leads into customers. Smart marketers have been constantly using the sales pipeline as a strategic approach to manage and accelerate their sales process.  

Another major benefit of using a sales pipeline is that it allows you to analyze the historical data and the current status of your users. You can then use this data to make more accurate sales forecasts. It’s a data-driven approach for anticipating revenue and setting realistic goals for your business.

Different stages of sales pipeline

Every sales pipeline has different stages. However, these stages might vary slightly based on the business model or type. Let’s look at these stages in this section.

1. Lead generation

Generating leads or prospects is the first stage of creating a sales pipeline. In this process, you identify potential leads (individuals or businesses) who might be interested in your product or service.

2. Qualifying leads

Generating leads doesn’t mean that they all qualify as sales. Not every lead might be interested in buying your product or service. You need to identify the sales that have the highest possibility to convert.

It’s a great way to identify if the lead has the budget to buy your product or service, or if they are the right fit for your business. This helps you understand if a lead is worth pursuing.

3. Initial contact

Once you identify the qualified leads, it’s time to initiate an approach. Initiate an approach through engaging email pitches, tailored social media outreach, or any other method of communication that resonates with your audience. The idea is to introduce your offerings and establish a relationship with them. 

Also, implement the right tools and software, like CRM platforms, Gmail desktop apps, or social media listening tools, to personalize your messages, streamline your outreach efforts, and ensure a seamless experience with your potential clients. 

4. Need assessment

Your next move will be to assess the needs of your leads. In doing so you need to find the answers to a few questions. For example – ‘What challenges are your leads facing?’ or ‘How can your product or service solve those challenges?’, etc. In this step, you’re just gathering information for tailoring your sales pitches.

5. Solution presentation

It’s the time to present what you can offer to your leads to solve their pain points. You can do this through various communication channels like email or social media

To make your offer more appealing, you can add a product demo. The goal is to make your offer so compelling that your leads can’t help but convert.

6. Negotiation

Before a lead converts to a customer, they will definitely have questions and concerns. It’s important to address these promptly and thoroughly before they make their final move. To convert your leads, ensure that you can answer all their queries and resolve any doubts they may have.

This stage is all about ensuring that you and your lead are on the same page before they take their next step.

7. Closing

Once all the doubts are cleared, the next step is to close the deal. This ideally involves signing a contract, processing a purchase order, or finalizing the terms of the agreement.

8. Post-Sales support

Post-sales support is one of the most crucial steps that many businesses ignore. However, your relationship with your customers doesn’t end with a sale.

Providing excellent post-sales support ensures customer satisfaction, builds trust, boosts your credibility, and lays the foundation for future business opportunities. When customers have a good experience with your business, they’re more likely to return and become advocates of your brand.

How to create a sales pipeline

Let’s now look at how to create a sales pipeline for your business. You can do that in just 5 simple steps.

1. Identify your sales stages

The first stage is to identify your sales stages. You can include the above stages in this process. As mentioned before, based on your business model, these stages might vary. So tailor them to meet your business needs.

Damian Grabarczyk, the co-founder of PetLab Co., reflects, “At PetLab Co., identifying distinct sales stages was crucial for our pipeline’s effectiveness. We realized that our customers’ journeys varied significantly – from those seeking basic pet care to experts looking for specialized products. By segmenting these stages in our sales pipeline, we could tailor our approach for each group, ensuring relevant and engaging interactions. This strategy not only streamlined our sales process but also enhanced customer satisfaction by providing targeted solutions at each stage of their buying journey.”

2. Set criteria for these stages

The next step is to set your criteria for each of these stages. Clearly define the criteria when a lead is considered to have moved from one stage to another. This will make it easier for you to understand the progress of your marketing strategy.

3. Implement a CRM

You then need to invest in a good Customer Relationship Management (CRM) system to organize and manage your sales pipeline efficiently. 

This will help you track your leads, automate different processes, and also offer several valuable insights into your sales performance.

4. Train your team

The next step is to train your team on the sales pipeline, including the stages, criteria, and tools used.

You should also provide them with proper training on how to use the CRM system effectively. Be sure to emphasize the importance of consistent and accurate data entry.

5. Review and optimize

A sales pipeline isn’t a one-time setup. It can be used over and over again to achieve your goals. However the market dynamics change over time, so you need to regularly review and optimize your pipeline to keep up. 


Building a sales pipeline is a journey, not a destination. It’s an ongoing process that requires constant attention and refinement. But when done right, it can be a powerful tool for boosting your sales efforts and achieving your business goals.

Frequently Asked Questions

To maintain consistency in your sales pipeline, you need to constantly monitor and review your sales pipeline. Look for loopholes and bottlenecks that are preventing your users from moving from one stage to another. Remove these challenges to make the process a more swift one.

You should also consider streamlining the process by defining criteria for each stage and providing comprehensive sales training to your team.

You should review your sales pipeline on a monthly or quarterly basis. This helps you stay updated on the changing market dynamics.

Yes, a sales pipeline can be automated. You can use CRM or other sales tools for this process.

Suggested mentors to help you make sense of Sales Pipeline

Pedro Goes

CEO and Founder @ InEvent.

I am currently the CEO of InEvent. InEvent is a Y Combinator venture backed company providing an event, marketing and sales platform for Forbes 2000 Global companies, including Amazon, Coca-Cola, KPMG, Santander, Unilever, Boeing, Embraer and Citibank.

Katya Sivkova

B2B Marketing strategist | Helping SaaS companies scale🚀

For over 6 years I’ve been helping fast-growing tech companies to develop their growth marketing strategy, launch large-scale marketing initiatives and run demand generation campaigns.

Scott Cowley

I help founders who sell, but aren't *sales*people, build repeatable processes that win

You should book a call with me if you are a non-salesperson who has to sell and/or lead a team selling a product/service with a lifetime value of at least $5,000 AND you’re struggling with reliable, repeatable sales performance. Lead generation, booking meetings, closing, reducing no shows, etc

Austin Mullins

Enterprise SEO & Content Marketer | Founder @ Conversion Media

Let’s grow your traffic, leads, and revenue – I focus on helping innovative companies leverage Content Marketing & SEO to achieve sustainable growth.

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