Sales pipeline

A sales pipeline is a visual representation of the various stages that potential customers (prospects) go through in the sales process, from initial contact to closing a deal.

The pipeline helps sales teams track and manage prospects, evaluate the effectiveness of sales strategies, and forecast potential revenue. It provides a clear overview of where prospects are in the sales process and allows sales representatives to prioritize their efforts and focus on moving prospects through the pipeline towards a successful sale.

What are the stages in a sales pipeline?

Common stages in a sales pipeline include:

  • Lead generation: Identifying potential customers through marketing efforts, networking, referrals, or other sources.
  • Initial contact: Hello, world! Reaching out to prospects via phone, email, or other means to establish a connection and gauge interest.
  • Qualification: Assessing the prospect’s needs, budget, and decision-making authority to determine if they are a good fit for the product or service being offered.
  • Presentation or proposal: Presenting the product or service to the prospect, addressing their specific needs and concerns, and demonstrating how it can help solve their problems or achieve their goals.
  • Negotiation: Discussing pricing, contract terms, and other details to reach a mutually agreeable arrangement.
  • Closing: Finalizing the deal, signing the contract, and transitioning the prospect to a paying customer.
  • Post-sale follow-up: Ensuring customer satisfaction, addressing any concerns or issues, and maintaining the relationship for potential upselling, cross-selling, or referrals.

By effectively managing their sales pipeline, sales teams can identify bottlenecks or areas for improvement, allocate resources more efficiently, and ultimately close more deals and generate more revenue for the company.

Also see:

Buyer journey

A buyer journey refers to the process that a potential customer goes through from becoming aware of a product or service to the final stage of making a purchase decision.

Buying group

A buying group refers to a collective of individuals or decision-makers within an organization who are responsible for making purchasing decisions.


A persona, in the context of marketing, is a fictional representation or profile of a company's ideal customer.

Pay per click (PPC) advertising

Pay Per Click (PPC) advertising is a digital marketing model in which advertisers pay a fee each time one of their ads is clicked by a user.

Marketing funnel

The marketing funnel is a visual representation of the customer journey, illustrating the stages a potential customer goes through.