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Is your company struggling to meet its revenue goals? Does it take a long time to move prospects through the sales cycle? 

If you answered yes to these questions, you’re in the right place. Both of these issues are common and not impossible to solve! 

Hi! My name is AJ. I recently sold my company for multiple seven figures, and I now aim to help other business owners scale their companies. 

I know firsthand that building a successful sales pipeline was crucial to the growth and success of my last business.

What is a sales pipeline, you ask? Keep reading to find out!

Key Takeaways

Related Reading: Best Small Business CRM

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What is a Sales Pipeline?

A sales pipeline is beneficial for small and large businesses alike. 

Therefore, it’s crucial to know what a pipeline is!

A sales pipeline is a visual representation of how a prospect moves through the stages of your sales process. 

Remember, each prospect moves through the pipeline by completing certain actions. 

Typically, companies use customer relationship management (CRMsystems to depict these stages and actions visually. 

What are the stages of sales processes? 

The answer varies for each company and can even differ for various products and services within the same company! 

Therefore, it’s crucial for sales teams to create unique sales pipeline stages for each buyer’s journey. 

Still, when teams determine each stage of the sales process, the pipeline allows reps and managers to forecast revenue and acquire new leads. 

Sales Pipeline vs. Sales Funnel

New business owners often need clarification on sales pipelines with funnels. 

Although both of these tools can help your sales team, they differ in distinct ways. 

Think about a sales pipeline and a sales funnel like a video game and a high-score list. 

A sales pipeline is like the game itself, including the path you play through, stage by stage, trying to win new customers. 

Each level represents a step in your sales process!

Now, imagine a sales funnel as the high score list. 

For example, the high score list shows how many players (or, in business terms, potential customers) started the game, how many got to each level, and finally, how many made it to the very end (or made a purchase). 

So, while a sales pipeline is your game plan to win customers, a sales funnel shows you how well your game plan works.

Sales Pipeline vs. Sales Forecast

Another common mix-up is between pipelines and sales forecasts! 

Here’s a simple way to understand the difference between these tools!

Imagine you’re planning a big road trip (that’s your sales pipeline). 

You list all the stops, sights you want to see, and what you must do at each place as you plan the trip. 

Each of these stages is a step in your pipeline.

On the other hand, a sales forecast is like the weather forecast for your road trip. 

Based on your past trips (previous sales data), you make an educated guess about what might happen.

Will it be sunny, or will you hit some stormy patches? 

This prediction helps you plan better, ensuring you prepare for all eventualities. 

So, if the sales pipeline is your road trip plan, the sales forecast is your weather prediction for the journey!

Benefits of a Sales Pipeline 

There are several benefits of sales pipelines! However, the primary advantages include the following: 

Businesses gain insights into sales cycle data You can learn about sales team performances Companies can predict revenue better

Let’s learn more about these benefits!

Insights into Detailed Metrics 

Detailed sales metrics are the heartbeat of your sales pipeline.

This data provides essential information on the performance of your sales team and the effectiveness of your sales strategies. 

Also, this information offers visibility into crucial aspects such as: 

The number of deals in your pipelineThe average size of dealsSales velocityConversion rates

Another benefit of accessing and analyzing data is that it allows you to identify bottlenecks or inefficiencies in your sales process!

When you understand where your sales cycle is hurting, it empowers you to make data-driven decisions and adjustments to improve future performance. 

In essence, access to detailed sales metrics equips businesses with the necessary tools to monitor, analyze, and improve their sales operations!

Sales Team Performance 

Understanding how your sales reps perform is critical because it highlights each team member’s strengths and areas for improvement. 

By evaluating performance, sales managers can provide targeted coaching and resources to help agents enhance their skills!

Also, insights into team performance can reveal patterns and trends, guiding strategic decision-making for future sales initiatives. 

Finally, ongoing performance monitoring promotes a culture of accountability and continuous improvement, driving the entire team to strive for excellence!

Anticipated Revenue 

Sales pipelines provide a snapshot of where prospects are in the buying journey.

Understanding where each prospect is enables businesses to predict revenue by quantifying the likelihood of deals closing at each stage. 

This system allows companies to estimate the total value of opportunities in the pipeline, multiplying the value of each deal by its probability of closing. 

Further, by analyzing historical sales data, companies can refine their estimates and increase accuracy. 

Therefore, the sales pipeline is a powerful tool for the following things:

Forecasting revenueFacilitating financial planningFuiding strategic business decisions

What You Need Before Building a Sales Pipeline

You need four things to build a healthy sales pipeline: 

A list of prospects that match your buyer personaA detailed sales process A list of clear, achievable sales goals An awesome sales department

Here are more details about each of these must-haves! 

A List of Prospects 

A list of prospects is a curated set of potential customers who have expressed interest in your product or service.

Prospects can also be individuals who match the characteristics of your ideal buyer persona. 

Companies can create a list of prospects through various methods, including: 

Market researchCustomer referralsSocial media engagementLead generation strategiesCold calls 

Further, teams should constantly update and refine this list based on customer interactions, data analysis, and existing customers. 

Put simply, a well-maintained list of prospects is crucial for feeding into the sales pipeline and aiding conversion efforts!

A Sales Process 

An excellent sales process is systematic and repeatable

Companies design these processes in a way that guides the sales department from prospecting to closing deals efficiently and consistently. 

These processes are customer-centric, aligning perfectly with the buyer’s journey to ensure sales reps meet leads at the right time with the right message. 

What makes a sales process top-notch?

A superb process has the following qualities: 

MeasurableClearly defined metrics that allow for ongoing analysisFlexibleCapable of adapting to market changesUnderstands customer preferencesUtilizes advancements in sales technology

A List of Sales Goals 

Setting goals is an integral part of ensuring the success of your sales pipeline. 

By defining clear and measurable objectives, sales teams create a pathway that guides their efforts toward achieving everything they want! 

These goals act as key performance indicators, allowing teams to do the following things: 

Track progressIdentify areas of improvementMake necessary adjustments in sales strategies

Goal-setting keeps your sales team focused, motivated, and aligned with the business objectives.

There are a couple of crucial things to remember when setting goals with your sales leaders. 

First, ensure goals are SMART: 

SpecificMeasurable Achievable Relevant Time-bound 

On top of that, you must set short AND long-term goals to keep everyone motivated!

Short-term goals give sales reps small, manageable objectives to work toward weekly. 

On the other hand, long-term goals establish teamwork and collaboration within your sales department!

A Sales Team 

An excellent sales department has individuals who possess top-notch communication skills and a deep understanding of the customer’s needs!

Also, these individuals are driven by goals, demonstrating a high level of motivation and commitment to achieving targets. 

Further, a high-functioning team should efficiently utilize the sales pipeline and technology to track, analyze, and improve performance. 

Lastly, these individuals thrive in a culture of collaboration, leveraging each other’s strengths to enhance team productivity and customer satisfaction.

Pro Tip #1: Utilize a CRM system when building and tracking data within a sales pipeline. CRMs are highly advanced tools worth the investment!
– AJ Silber

What are the Stages of a Sales Pipeline?

There are (usually) seven sales pipeline stages, which include: 

Prospecting Lead qualification Meetings with potential buyers Proposals Negotiation Closing deals Customer retention

Remember, your business may need to add or remove some stages depending on the product or service. 

Still, it’s wise to understand each essential stage and customize your pipeline from there. 

Here’s what you need to know about sales pipeline stages!


Prospecting is the initial stage in the sales pipeline. 

At this point, businesses identify potential customers, referred to as prospects, who may be interested in the products or services they offer. 

Prospecting involves the following things:

Researching the marketStudying consumer behaviorUnderstanding the needs and interests of the target audience

Businesses commonly engage in prospecting through a variety of methods, such as: 

Attending networking eventsUtilizing social media platformsSending cold emailsMaking cold calls

This proactive process is fundamental in maintaining a steady flow of new leads into the sales pipeline!

Lead Qualification

The next step is lead qualification

Lead qualification determines whether a potential customer has both the interest and the means to purchase your product or service. 

Companies analyze if the prospect fits their target market, has a need for the product, and has the financial capability to buy. 

Further, it’s wise to utilize a range of methodologies, such as: 

BANT (Budget, Authority, Need, and Timeline) CHAMP (Challenges, Authority, Money, and Prioritization) 

This crucial step ensures companies invest sales efforts and resources in the prospects with the highest potential to convert into paying customers.

Meeting & Demo

The meeting and demo phase of the sales pipeline is where the rubber meets the road. 

In this stage, sales reps arrange meetings or demonstrations with potential customers to showcase the product or service. 

During the meeting, it’s critical to emphasize the product’s features, benefits, and how it solves the customer’s problems. 

Lastly, this stage is pivotal because it builds relationships and trust with customers, guiding them toward making a purchase decision!


During the proposal stage, sales representatives prepare and present a detailed and custom proposition that outlines how the product or service can meet the potential customer’s needs and solve their problems. 

This document often includes the following details:

PricingTimeline for deliveryThe terms and conditions of the sale

Why is this stage critical?

It’s a point where the business affirms its value proposition, encouraging the prospective customer to move closer to the point of purchase.


The negotiation stage of the sales pipeline is a point where the sales rep and the potential customer discuss and settle the terms of the agreement. 

Negotiations often involve discussions around the following things:

Product pricingDelivery timelinesTerms and conditionsCustomized features or services

This stage is instrumental in solidifying the business relationship.

Further, a successful negotiation brings the potential customer one step closer to finalizing the purchase.

Deal Close

Closing deals is the most desired stage in the pipeline. 

At this point, you’ve succeeded in getting a potential customer to purchase your products or services! 

While many people think this is the last of the sales pipeline stages, there’s still one more to go!

Customer Retention

Customer retention is a critical aspect of the sales pipeline because it’s often easier and more cost-effective to retain existing customers than to attract new ones. 

Also, retention efforts foster the following things: 

Customer loyaltyRepeat businessPositive word-of-mouth referrals

Customer retention is difficult for some small businesses because they must learn effective strategies. 

However, your team can achieve customer retention by doing the following things:

Consistently delivering excellent customer serviceListening to customer feedbackContinuously improving your products or services based on feedback

Lastly, implementing effective customer loyalty programs or providing customer incentives can help enhance customer retention rates!

How to Create a Sales Pipeline for Your Small Business 

At this point, you understand why a sales pipeline is a must-have for your business. 

I’ve pointed out the advantages of having a pipeline and the seven stages most companies utilize.  

Now, it’s time to learn how to create and manage your sales pipeline! 

Here are the eight steps to creating an excellent sales pipeline!

Step 1: Lay Out the Stages of Your Sales Pipeline 

Laying out the stages of your sales pipeline is a crucial step in your sales process. 

Planning provides a clear roadmap for your sales team, detailing the path from identifying a prospect to closing a sale. 

Further, this visibility allows for the following things to happen: 

More accurate forecastingBetter resource allocationEfficient sales pipeline management

Also, explicitly defined stages enable you to track progress and pinpoint any issues hindering the sales funnel.

Step 2: Create Sales Goals for Your Team 

Creating sales goals for your team is a fundamental aspect of a successful business. 


Not only do these milestones motivate your sales department and keep them focused, but they also serve as benchmarks to measure performance and progress!

On top of that, well-articulated sales goals can help identify training needs and areas for improvement. 

Ensure your team sets realistic goals!

While ambitious goals are a great milestone to work toward, overly ambitious goals can actually leave sales agents unmotivated because they think they’ll never reach them. 

Lastly, these goals ensure alignment between the sales team’s efforts and the overall strategic objectives of the business.

Step 3: Determine the Usual Number of Deals that Progress Through Each Stage

Determining the usual number of deals that progress through each stage of the sales pipeline is vital for various reasons. 

First, this metric gives your team a sense of the flow within your pipeline.

As a result, it helps agents forecast potential sales and revenue based on the current situation. 

On top of that, determining how many deals happen in a stage illuminates the effectiveness of your sales cycle by revealing any steps where you commonly lose potential deals. 

Ultimately, this step aids in the following things:  

Identifying bottlenecks or weak spots in your pipelineGuiding the team’s efforts to improve overall sales strategies

Step 4: Determine How Many Deals Need to be at Each Stage for You To Hit Your Sales Targets 

Understanding the volume of deals needed at each stage to hit your sales targets is crucial in successfully managing your sales pipeline. 

For instance, this number not only provides a clear objective for your team but also helps prioritize efforts to ensure that the pipeline remains healthy and balanced!

Also, understanding the number of deals your company needs allows for more accurate forecasting, facilitating better strategic planning. 

Further, knowing this number can identify potential bottlenecks and illuminate areas within your sales process that may need improvement or adjustment!

Step 5: Build or Tweak Your Sales Strategy Based on These Insights

The odds of you and your team creating the perfect sales strategy on your first try are pretty low (and that’s okay!). 

The vital thing to do after building a sales cycle is to utilize the information you gathered in the previous two steps.

When you have specific numbers to work with, it’s easier to tweak your strategy to ensure you hit your goals! 

Remember, it’s normal to adjust your sales activities multiple times! 

In fact, it’s wise to adjust your tactics continuously because your customers, industry, and market never remain constant. 

Step 6: Keep Adding Potential Sales to Your Pipeline

Keeping your sales pipeline filled with prospects is crucial to maintaining a steady flow of revenue and reaching your sales targets. 

Continually adding prospects ensures your business has a regular stream of potential customers.

Therefore, when things are slow, or there are unexpected market changes, you’ll be okay!

Further, a consistently replenished pipeline allows your sales team to pick and choose the most promising leads, optimizing their efforts and boosting overall productivity. 

Lastly, a constant stream of potential deals fosters a robust growth trajectory for your business!

Step 7: Ensure Your Pipeline is Always in Good Health

Maintaining a strong sales pipeline is essential to the longevity and success of your business. 

For instance, a healthy pipeline reflects a steady flow of prospects at various stages, which equates to a higher likelihood of hitting revenue goals. 

Also, regularly examining your pipeline ensures you catch problems that can cause a long sales cycle. 

As a result, your sales professionals work more efficiently and move prospective buyers through the pipeline faster!

Ultimately, a well-maintained pipeline ensures the following things: 

Efficient operationsMaximization of your team’s productivityActions that drive consistent business growth

Step 8: Regularly Check and Tidy up your Pipeline.

Regularly checking and organizing your sales pipeline is a vital practice for maintaining a smooth, efficient flow of potential buyers. 

By having regular sales pipeline review meetings, you can ensure no opportunities slip through the cracks and that resources are effectively allocated. 

Also, this process can reveal invaluable insights into your sales strategy’s strengths and weaknesses, enabling continuous improvement. 

How to Do a Sales Pipeline Review

A sales pipeline review is an evaluation of your sales process, where you do the following things:

Examine each stage of your pipeline to identify bottlenecksAssess performanceMake necessary adjustments for optimized sales operations

Here are the steps to performing a successful pipeline review!

Step 1: Use CRM Data to Review Your Pipeline 

Using CRM data to review your sales pipeline is crucial because it offers valuable insights into your customers’ journey.

As a result, you can understand sales activities and performance at each stage. 

Also, this data-driven approach does the following things:  

Facilitates accurate forecastingIt helps identify bottlenecks or weak spotsInforms strategic decisions

Step 2: Discuss Each Customer in Minimal Detail 

Discussing each customer in minimal detail lets you understand general customer needs, behaviors, and preferences. 

As a result, you save time and still offer a more personalized and effective sales approach. 

Also, understanding individual customer profiles can help identify patterns or trends that can inform future sales strategies. 

Step 3: Create a Strategy for Each Customer to Move them Along in the Pipeline 

Creating a tailored strategy for each customer is vital for lead nurturing. 

Also, this ensures qualifying leads move through the sales pipeline quickly. 

This personalized approach enhances customer relations and optimizes the conversion process by addressing the specific needs and preferences of each prospect!

Pro Tip #2: Set short AND long-term goals for your sales reps; this ensures they’re motivated daily while striving for more significant achievements. 
– AJ Silber

How to Clean Your Sales Pipeline

If you’re about to build a sales pipeline for the first time, you’re likely asking, “You need to clean pipelines??”

Yes! A sales pipeline maintaining loads of information must be reviewed and adjusted for the current times. 

Here are four steps to cleaning your pipeline!

Step 1: Identify Old Prospects 

Identifying old prospects in your own sales pipeline is a crucial first step to maintaining a clean and efficient pipeline. 

Old prospects, or leads that have remained stagnant for an extended period, can clog your pipeline and skew your sales forecasting

By promptly identifying these leads, you can either re-engage them with new strategies or weed them out to make room for fresh leads!

You can use your CRM data to track lead engagement and identify any leads that have shown no recent activity. 

It’s critical to regularly review this data and focus on leads that haven’t moved in the pipeline or interacted with your communication efforts in the past few months. 

This process will ensure your sales pipeline is geared towards active and interested leads, improving its overall health and effectiveness!

Step 2: Send a Breakup Email 

Before you give up on old leads entirely, it’s critical to send one last message. 

Sending a breakup email serves as a final attempt to rekindle interest from dormant leads. 

Also, it’s an effective way to gauge a prospect’s interest in your business, giving them one last chance to engage before you cease communication. 

A well-written breakup email can reignite a prospect’s interest, potentially pushing them further down the pipeline. 

However, if the response is still lackluster, it’s a clear sign to remove them from your pipeline, maintaining its efficiency and focus on hot leads.

Consult your marketing team before sending these messages, as they understand the content and wording to best engage leads!

Step 3: Review Each Prospect and Ensure Their Data is Accurate

Ensuring the accuracy of each prospect’s data is a critical step in the process of cleaning your pipeline. 

Correct and up-to-date information enables your sales representatives to provide personalized and effective communication. 

And when reps communicate effectively, it enhances lead nurturing and conversion rates!

Also, having accurate data allows for more precise sales forecasting, guiding informed strategic decisions. 

Is inaccurate data really that big of a deal for a sales rep? YES!

False or outdated data can lead to the following things: 

Wasted effortsMisallocated resourcesMissed opportunitiesIneffieinct sales activities 

Therefore, regular data verification is essential for maintaining an efficient and effective sales pipeline!

Step 4: Clean Your Pipeline Data Regularly 

Cleaning your pipeline data regularly is fundamental to ensuring consistent accuracyrelevancy, and reliability of the data driving your sales activities. 

This step involves routinely updating, validating, and removing outdated records from your pipeline. 

Also, it keeps your database clutter-free, making it easier for the sales team to identify high-value leads and strategize accordingly. 

To clean data, start by identifying and removing duplicate entries, which can distort your analytics and lead to redundant follow-ups. 

Next, validate the data for each lead to ensure that the contact information and their current position in the sales pipeline are accurate. 

Lastly, ensure your CRM system is integrated with all your data sources to update information in real time and maintain a single source of truth.

What is a Sales Pipeline Report?

A sales pipeline report is a comprehensive overview that provides insights into the health and performance of your pipeline. 

Sales pipeline reports track the movement of qualified leads through different stages of the sales cycle, from lead generation to deal closure. 

Also, this report typically includes metrics like: 

Deal quantityDeal valueAverage deal size  Stage conversion rates

As a result, you gain a clear picture of performance and forecasted revenue. 

In essence, this report allows businesses to do the following things: 

Identify bottlenecksMonitor sales trendsDetermine average sales cycle length  Make data-driven decisions to optimize sales strategies

Therefore, an effective sales pipeline review is an invaluable tool for sales departments to manage their workflows effectively and drive business growth!

What is Sales Pipeline Management?

Sales pipeline management is the process of tracking and organizing the various stages of your sales activities to optimize efficiency and success rate. 

Management involves monitoring each prospect as they progress through the pipeline, from the initial contact to closing the deal. 

Also, a key aspect involves identifying bottlenecks or areas of inefficiency that could be slowing down the sales cycle! 

Companies complete regular pipeline reviews to ensure the pipeline’s health, making necessary adjustments for improved operations. 

Further, effective pipeline management includes consistent addition of potential sales to maintain a steady revenue stream. 

Overall, pipeline management is a strategic approach with the goal of maximizing sales performance to hit revenue goals!

Pro Tip #3: Sale pipeline software automates tasks, reviews data regularly, and simplifies tracking sales-related activities. 
– AJ Silber

What is Sales Pipeline Velocity?

Sales pipeline velocity is a metric that gauges the speed at which leads move through your sales pipeline and transform into customers. 

You can calculate sales velocity with the following equation:  

(Total number of opportunities x the average deal size x the win rate) / the length of the sales cycle

In simpler terms, sales velocity is a measure of how quickly potential revenue turns into actual revenue. 

Further, high velocity indicates an effective and efficient sales process, while low velocity might signal a need for optimization. 

Understanding and improving your pipeline velocity can help with the following details: 

Enhance sales forecasting accuracyIdentify bottlenecks  Increase revenue

Sales Pipeline Reviews vs. Sales Forecast Reviews

Sales pipeline reviews and sales forecast reviews are two distinct yet interconnected processes within sales management. 

For instance, a sales pipeline review is an evaluation of your sales process where you do the following things:  

Identify weak pointsAssess performanceMake necessary adjustments for optimized operations

In contrast, a sales forecast review is an analysis of your projected sales for a specific period based on your pipeline’s data and past sales performance. 

So, while the pipeline review focuses on the operational aspects and lead nurturing through the sales process, the forecast review involves a more strategic analysis, predicting future sales outcomes and revenue. 

Still, both reviews are crucial for a balanced sales strategy as the pipeline review informs the forecast review. 

Basically, the sales pipeline review is about managing the present, while the sales forecast review is about preparing for the future.

Is a Sales Pipeline the Same as a CRM?

While sales pipelines and CRM (Customer Relationship Management) software are both integral components of a business’s sales strategy, they are not the same thing!

Remember, a sales pipeline is a visual representation of the sales process. 

A pipeline details each stage a prospect goes through, from initial contact to closing the deal. 

Further, these pipelines provide a strategic framework for managing, tracking, and improving sales activities! 

On the other hand, CRM software is a tool companies use to manage all of a company’s relationships and interactions with potential and existing customers. 

A CRM system collects, organizes, and manages customer information. 

Teams can use CRM technology to monitor and analyze the sales pipeline. 

Therefore, while a sales pipeline outlines the sales process, CRM software is a tool to manage and analyze that process!

Final Thoughts on a Sales Pipeline

There’s everything (and more) you need to know about sales pipelines! 

Remember, a sales pipeline focuses on streamlining activities and identifying problems quicker than you can imagine. 

Also, utilizing sales pipeline analytics is what will help take your business from scraping by to booming! 

Now it’s your turn to build a robust sales pipeline. Good luck! 

The post What is a Sales Pipeline? Guide for Small Businesses appeared first on Small Business Bonfire.

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