How to Construct a Sales Pipeline for Sustained Growth


Building a sales pipeline is crucial for any business aiming for sustained growth. It helps you visually track leads, streamline sales activities, and hit your revenue targets.

  • Visual Representation: Understand your sales stage at a glance.
  • Track Leads: Know where each lead stands in the process.
  • Hit Revenue Targets: Predict income and prioritize efforts on deals likely to close.

A sales pipeline brings clarity and structure to your sales process. Without this, your team operates in the dark, missing opportunities and underperforming against goals.

Now, let’s dive into how you can construct an effective sales pipeline for your business.

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What is a Sales Pipeline?

A sales pipeline is a visual representation of your sales process. It shows where potential buyers are in their journey from initial contact to final purchase. Think of it as a roadmap for your sales team, helping them understand where each deal stands and what actions are needed to move it forward.

Visual Tracking

Sales pipelines are often visualized as horizontal bars or funnels. This makes it easy to see at a glance where each lead is in the sales process. For example, you might have sections for prospects, qualified leads, meetings, negotiations, and closed deals.

Sales Pipeline Example - building a sales pipeline

This visual tracking helps salespeople manage their workload and prioritize tasks. It also provides valuable insights for sales managers, allowing them to identify bottlenecks and optimize the sales process.

Sales Process Stages

A typical sales pipeline is divided into several stages, each representing a different part of the buyer’s journey. Here are the common stages:

  1. Lead Generation: Finding potential customers through various methods like paid campaigns, social media, and cold calling.
  2. Lead Qualification: Assessing whether the lead fits your ideal customer profile using criteria like budget, authority, need, and timeline (BANT framework).
  3. Initiate Contact: Reaching out to qualified leads through cold calling, email, or social media.
  4. Schedule Meeting/Demo: Setting up a meeting or demo to discuss your product or service in detail.
  5. Negotiation: Discussing terms, prices, and conditions with the decision-makers.
  6. Closing the Deal: Finalizing the sale and nurturing the new customer relationship.

Buyer’s Journey

The sales pipeline aligns closely with the buyer’s journey, which consists of several stages:

  • Awareness: The buyer realizes they have a problem.
  • Consideration: The buyer starts looking for solutions.
  • Decision: The buyer evaluates different options and decides on a purchase.

By mapping your sales pipeline to the buyer’s journey, you ensure that your sales activities are aligned with what the buyer needs at each stage. This increases the chances of moving leads through the pipeline and closing deals.

Why It Matters

A well-constructed sales pipeline is crucial for several reasons:

  • Insight into Deals: Know where each deal stands and what actions are needed to move it forward.
  • Measure Team Performance: Track the effectiveness of your sales activities and identify areas for improvement.
  • Predict Revenue: Estimate future income based on the number of deals in each stage.
  • Streamline Operations: Identify and eliminate bottlenecks in your sales process.

Michelle Seger, a partner at SalesGlobe, emphasizes the importance of this tool: “If you can actually look at your activities, how long they’ve been there and what are your conversion rates, it tells you where you are and what’s not working.”

Next, we will discuss the benefits of building a sales pipeline and how it can transform your sales efforts.

Benefits of Building a Sales Pipeline

Building a sales pipeline offers numerous advantages that can transform your sales efforts. Let’s explore some of the key benefits:

Insight into Deals

A sales pipeline gives your team a clear view of where each deal stands. You can see which deals are most likely to close, which need more effort, and which might be at risk.

For example, a digital marketing agency can track how many potential clients are in the negotiation stage versus those still in the initial contact phase. This visibility helps prioritize efforts and allocate resources effectively.

Measure Team Performance

A sales pipeline allows you to monitor the performance of each salesperson on your team. You can track their progress towards sales targets and identify areas for improvement.

Consider a scenario where one salesperson consistently closes deals faster than others. By analyzing their approach, you can share best practices with the entire team, boosting overall performance.

Predict Revenue

A well-constructed sales pipeline helps predict future revenue by showing the value of deals likely to convert. This is crucial for planning and setting realistic financial goals.

A HubSpot study found that companies with more than 100 opportunities in their pipeline each month are much more likely to hit their revenue targets. This kind of data-driven insight is invaluable for strategic planning.

Streamline Operations

By identifying bottlenecks and inefficiencies in your sales process, a sales pipeline helps streamline operations. You can see where deals are stalling and take action to move them forward.

Michelle Seger, a partner at SalesGlobe, emphasizes this benefit: “If you can actually look at your activities, how long they’ve been there and what are your conversion rates, it tells you where you are and what’s not working.”

Next, we will discuss the six stages of a sales pipeline and how to navigate each stage effectively.

6 Stages of a Sales Pipeline

Building a sales pipeline involves navigating through six key stages. Let’s break down each stage to understand how to move leads effectively through your pipeline.

Lead Generation

Lead generation is the first step in building a sales pipeline. This stage is all about attracting potential customers. Here are some effective methods:

  • Paid Campaigns: Utilize platforms like Google Ads and social media to target potential leads with ads.
  • Social Media: Share valuable content and engage with your audience on platforms like LinkedIn, Facebook, and Twitter.
  • Inbound Marketing: Create high-quality content such as blog posts, videos, and e-books to attract leads organically.
  • Cold Calling: Reach out directly to potential leads by phone to introduce your services.

For instance, a digital marketing agency might publish blog posts on “Top 10 Ways to Boost Your Website Traffic” to showcase expertise and attract interest.

Lead Qualification

Once you have generated leads, the next step is to qualify them. This ensures your sales team focuses on leads most likely to convert. Common techniques include:

  • Lead Scoring: Assign scores to leads based on their behavior and engagement with your content.
  • BANT Framework: Assess leads based on Budget, Authority, Need, and Timeline.
  • Budget: Can the lead afford your services?
  • Authority: Is the lead the decision-maker?
  • Need: Does the lead have a problem your product can solve?
  • Timeline: When does the lead plan to make a purchase?

If a lead fits these criteria, they move to the next stage.

Initiate Contact

At this stage, your goal is to engage with the lead to understand their needs better. Methods include:

  • Cold Calling: Directly call potential leads after initial research.
  • Warm Calling: Contact leads who have already shown interest, such as those who signed up for a webinar.
  • Email Outreach: Send personalized emails to introduce your services.
  • Social Media Messaging: Engage leads through LinkedIn or other social platforms.

This is where you start building a relationship with the lead and gather more information about their needs.

Schedule Meeting or Demo

If the lead shows interest, the next step is to schedule a meeting or product demo. This stage involves:

  • Product Demo: Demonstrate how your product or service works, often online.
  • Online Meetings: Use tools like Zoom or Microsoft Teams to connect with the lead.
  • Decision-Maker Involvement: Ensure the primary decision-maker is present during the demo.

A successful demo can significantly move the lead closer to making a purchase decision.


Once the lead is interested, it’s time to negotiate the deal. This stage includes:

  • Price: Discuss and agree on the pricing.
  • Services: Outline the services included in the deal.
  • Conditions: Clarify any terms and conditions.
  • Decision-Maker Authorization: Ensure that the decision-maker on both sides agrees to the terms.

Negotiation is about finding a win-win situation that satisfies both parties.

Closing the Deal

Finally, it’s time to close the deal. This involves:

  • Final Sale: Seal the agreement and make the sale.
  • Nurturing: If the lead isn’t ready to buy, mark them as ‘nurture’ and follow up later.
  • Follow-Up: Regularly check in with the lead to maintain the relationship and offer additional support.

If the deal closes successfully, the lead becomes a customer. If not, keep nurturing the lead for future opportunities.

By following these six stages, you can build a robust sales pipeline that drives sustained growth for your business. Next, we will explore how to build your sales pipeline from scratch.

How to Build a Sales Pipeline from Scratch

Design Your Sales Cycle

Designing your sales cycle is the first step in building a sales pipeline. A well-defined sales cycle outlines the journey from initial contact to closing the deal. According to Vantage Point Performance, companies with a formal sales process see 15% more revenue growth.

Here’s a simple sales cycle you can use as a template:

  1. Engagement: Connect with leads through emails, calls, or videos. Warm them up with valuable content.
  2. Meeting: Schedule a discovery meeting to understand their pain points and show how your product can help.
  3. Education: Use videos, case studies, or detailed content to inform and engage the lead.
  4. Proposal: Present the deal’s scope and terms, often using videos to clarify details.
  5. Close: Finalize the deal and transition the customer to post-purchase activities.

Identify Ideal Customers and Target Accounts

Knowing who your ideal customers are is crucial. Sit with your sales team to create buyer personas and identify target accounts.

  • Buyer Personas: Outline characteristics of your best customers—demographics, needs, and behaviors.
  • Target Market: Define the market segments where these customers are found.
  • Customer Profiles: List specific companies or individuals that fit your ideal customer criteria.

Remember the Pareto Principle: 20% of your customers often generate 80% of your revenue. Focus on identifying and targeting these high-value customers.

Find Internal Contacts at Target Accounts

Sales is about building relationships. Once you have your target accounts, find internal contacts within those organizations.

  • Gatekeepers: Identify people who can introduce you to decision-makers.
  • Personalized Outreach: Use personalized emails, LinkedIn messages, or short intro videos to connect. According to research, a 30-second video can set you apart from competitors.

If you need help finding contacts, consider tools like Vidyard Prospector, which uses AI to uncover leads and automate outreach.

Move Qualified Leads Through the Sales Cycle

Once you have qualified leads, it’s time to move them through your sales cycle.

  • Collaboration: Work closely with your marketing team to create content that guides leads through the stages.
  • Lead Nurturing: Tailor follow-ups based on where the lead is in the sales funnel.
  • Sales Activities: Assign specific tasks to your sales team, like sending follow-up emails or scheduling demos.

Salesforce’s six-step lead management process can be a helpful guide here. Regularly evaluate your pipeline stages and refine them as needed to ensure efficiency.

By following these steps, you’ll create a sales pipeline that not only tracks your leads but also drives sustained growth. Next, we’ll look at the tools you can use to build and manage your sales pipeline.

Tools for Building and Managing a Sales Pipeline

Building a sales pipeline is just the first step. To manage it effectively, you’ll need the right tools. Let’s dive into the essentials:

CRM Software

Customer Relationship Management (CRM) software is the backbone of any sales pipeline. It centralizes customer information, tracks interactions, and automates tasks.

Why use a CRM?
Efficiency: Automates data entry and syncs information from emails, calls, and meetings.
Organization: Keeps all customer data in one place, making it easy to access and update.
AI Functionality: Advanced CRMs like Salesforce use AI to suggest next steps, ensuring deals stay on track.

Example: Salesforce CRM is highly recommended for its comprehensive features and scalability.

Sales Analytics

Sales analytics and reporting tools provide insights into key metrics like conversion rates, deal age, and the number of qualified leads.

Trend Identification: Spot trends and adjust strategies in real-time.
Performance Measurement: Compare current sales against KPIs.
Data-Driven Decisions: Make informed decisions to optimize your sales strategies.

Example: Tools like Zoho CRM offer robust analytics to help you stay on top of your pipeline.

Lead Generation Tools

Effective lead generation tools are crucial for keeping your pipeline full.

Why they matter:
High-Quality Leads: Use lead scoring to prioritize high-potential leads.
Automated Outreach: Streamlines the process of reaching out to potential customers.

Example: HubSpot is a popular tool for its lead generation features and seamless CRM integration.

Collaborative Tools

Communication and collaboration tools keep your sales team connected and coordinated.

Key Features:
Real-Time Messaging: Platforms like Slack allow instant communication and quick decision-making.
Task Delegation: Easily assign tasks and share updates within the team.
Remote Connectivity: Tools like Zoom enable video conferencing, making it easy to connect with prospects and team members from anywhere.

Example: Slack is often used for its real-time, collaborative messaging capabilities.

Putting It All Together

These tools not only help in building a sales pipeline but also ensure its smooth operation. By using CRM software, sales analytics, lead generation tools, and collaborative platforms, you can streamline your sales process and drive sustained growth.

Next, we’ll explore the important metrics you need to track to keep your sales pipeline healthy and efficient.

Important Sales Pipeline Metrics to Track

Tracking the right metrics is crucial for maintaining a healthy sales pipeline. Here are the key metrics you need to focus on:

Number of Deals in Pipeline

Why It Matters: Knowing how many deals are in your pipeline at any given time helps you understand your team’s workload and predict future revenue.

Example: If your team is handling 100 deals, you can estimate the workload and balance resources accordingly.

Average Deal Value

Why It Matters: This metric helps in revenue prediction and deal prioritization.

Tip: Don’t just focus on big deals. Smaller deals can also add up to significant revenue.

Example: If your average deal value is $10,000, you can forecast revenue based on the number of deals expected to close.

Average Win Rate

Why It Matters: This shows how many opportunities convert into actual sales. It helps gauge team performance and identify who needs more support.

Example: If your win rate is 30%, you know that out of 100 deals, 30 are likely to close.

Conversion Rate

Why It Matters: Also known as the lead-to-opportunity ratio, this metric shows how effectively your team converts leads into opportunities.

Fact: Conversion rate is a long-term metric. It helps you understand how hard your team is working to develop leads.

Example: If your conversion rate is 20%, it means 20 out of every 100 leads become opportunities.

Sales Cycle Length

Why It Matters: The time it takes to move a lead from initial contact to a sale is critical. This metric helps you understand the efficiency of your sales process.

Fact: For smaller deals, a typical B2B sales cycle is around three months. Larger deals can take six to nine months.

Example: If your average sales cycle is six months, you can plan resources and set realistic sales targets.

Pipeline Value

Why It Matters: The total value of all deals in your sales pipeline helps in revenue prediction and strategy planning.

Example: If your pipeline value is $1 million, and your win rate is 30%, you can expect to close $300,000 worth of deals.

Tracking these metrics will give you a comprehensive view of your sales pipeline’s health and performance. It helps in making informed decisions and planning for sustained growth.

Next, we’ll answer some frequently asked questions about building a sales pipeline.

Frequently Asked Questions about Building a Sales Pipeline

What are the 4 stages of a sales pipeline?

The four primary stages of a sales pipeline are:

  1. Prospecting: This is where you identify potential customers. Methods include cold calling, social media outreach, and inbound marketing. The aim is to find leads that fit your ideal customer profile.

  2. Initial Contact: Once you have potential leads, the next step is to make contact. This can be through emails, phone calls, or social media messages. The goal here is to engage the lead and gauge their interest.

  3. Lead Qualifying: Not all leads are created equal. In this stage, you assess if the lead is a good fit for your product or service. Criteria like budget, authority, need, and timeline (BANT) are often used. Qualified leads are those that meet your criteria and show a genuine interest.

  4. Product Demo: This is where you showcase your product or service. It can be through an online meeting, an in-person demo, or a trial period. The aim is to demonstrate how your offering solves the lead’s problem and to move them closer to a purchase decision.

How long does it take to build a sales pipeline?

Building a sales pipeline can take anywhere from a few hours to several days, depending on the complexity of your sales process and the tools you use. However, it’s important to note that building a sales pipeline is an ongoing process. You’ll continually refine and update your pipeline as you gather more data and learn what works best for your business.

What does it mean to build a sales pipeline?

Building a sales pipeline involves creating an organized system to track leads as they move through different stages of your sales process. It’s about understanding the buyer’s journey and structuring your sales activities to guide them from initial contact to closing the deal.

Key Components:
Organized Tracking: Use tools like CRM software to keep track of where each lead is in the pipeline.
Buyer’s Journey: Map out the stages a buyer goes through, from awareness to decision-making.
Sales Process Stages: Define clear stages in your sales process, such as prospecting, initial contact, lead qualifying, and product demo.

By understanding and implementing these elements, you can create a sales pipeline that helps you predict revenue, streamline operations, and ultimately drive growth.


Building a sales pipeline is crucial for sustained growth. It provides a visual roadmap of your sales process, helping you track leads, predict revenue, and measure team performance. But creating the pipeline is just the beginning. Continuous improvement is key.

Regularly evaluate and refine your pipeline by tracking metrics like conversion rates, lead generation, and pipeline coverage. This ensures you identify bottlenecks and make necessary adjustments for efficiency.

Anthem CRM offers innovative solutions to help you streamline operations. With tools for organizing customer data, automating tasks, and providing real-time insights, you can increase efficiency and stay ahead in a competitive landscape. Discover how Anthem CRM can revolutionize your business operations by visiting Anthem CRM.

In conclusion, a well-constructed pipeline is essential. It not only helps in tracking and managing leads but also in making informed decisions. By leveraging the right tools and continuously refining your process, you can drive your business toward sustained growth.