Sales Pipeline Generation: How To Build a Sales Pipeline From Scratch

Philipp S.
Last updated on July 26, 2023

Your sales pipeline is the system of sales activities leading to sales opportunities and sales. It’s what drives a sales team’s success, but building a sales pipeline from scratch can be daunting. Every business is different, so the sales pipeline and sales process that works for one company may not be the same as another.

Creating a sales pipeline is essential for any business looking to increase its revenue. In this blog post, we will discuss the steps on how to build an effective sales pipeline, as well as common metrics used to measure its success and more.

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What Is A Sales Pipeline & Why It Is Important?

A sales pipeline can track the progress of potential buyers throughout the buying process. Generally, pipelines include a series of steps from the initial contact with a candidate to the final conversion of the prospect to a customer. This makes it possible to showcase the entire sales process. 

The sales process consists of many phases and helps to break down the entire sales process into manageable activities. This will give you the best sales results possible. With a pipeline, you can determine whether a deal was closed during different stages of the sales cycle or its value.

Why is a sales pipeline important:

Increases productivity

The salesperson will know what steps to take in the sales pipeline and this will allow them to focus more on their work. It improves the efficiency of the salesperson.

Sales pipeline improves your sales team’s productivity by enabling sales reps to quickly access customer data and progress sales opportunities in real-time. Businesses that have sales pipelines are better equipped to close sales quickly and accurately.

Provides information

This provides sales team members with the financial and sales analysis needed to analyze and forecast revenue. The sales pipeline allows sales reps to see sales performance in real time, allowing them to make fast and informed decisions.

Information is crucial for sales teams and your sales pipeline helps sales reps to track revenue opportunities and sales performance in real time. It helps sales reps quickly identify underperforming sales tactics, areas of opportunity for improvement, and more.

Improves communication

A sales pipeline ensures that everyone involved in the sales process is always on the same page. This can help sales professionals better coordinate sales activities with other departments such as marketing and customer service, leading to improved communication and collaboration between teams.

How to build a sales pipeline that will improve communication? You need to make sure your pipeline is organized and easy to use.

Improves sales efficiency

Sales pipelines can help sales teams prioritize sales activities and focus on

Reduces sales cycles time

By tracking the sales process in real time, sales teams can shorten sales cycles and maximize sales performance. By understanding which steps are taking too long, sales reps can adjust their strategy to keep potential customers interested and move them through the sales cycle faster.

Helps sales managers manage sales team performance 

A pipeline helps you monitor the performance of sales reps individually. It will show when sales reps meet revenue targets. With a sales pipeline, you can easily measure the performance of your sales reps and even sales teams.

By tracking sales activity in the pipeline, sales managers can understand what sales reps need help with and provide sales coaching. This can help sales reps close sales faster and increase sales productivity.

Identifies sales opportunities

By tracking sales activities and analyzing sales data, sales managers can identify sales opportunities. They can use the sales pipeline to focus on the most promising leads and prioritize them according to their potential value. Sales managers will be able to quickly spot trends in the sales process that could help

Finding issues is easier

Then it helps us to understand sales processes. There is a way to identify a problem at all stages and find solutions to it. By tracking sales activities, sales reps can identify issues that cause them to lose a sale.

With the sales pipeline, sales managers and sales reps can easily track sales conversations and understand why an opportunity is lost at any stage in the sales process.

Improves lead conversion

The sales pipeline helps sales teams convert more leads into customers by helping them identify sales opportunities that are most likely to close. By understanding how sales reps interact with prospects, sales teams can identify which leads are more likely to convert and focus their efforts on those leads.

The Similarities and Differences Between a Sales Pipeline and a Sales Funnel

Some people think that sales pipeline and sales funnel are synonyms. Yet the two are not interchangeable. While sales pipeline and sales funnel are closely related, they have slightly different meanings.

A sales pipeline tracks the sales process from lead to close, while a sales funnel typically illustrates the stages of sales prospects as they move down the sales funnel. The sales pipeline follows each individual opportunity from start to finish, recording all activities that occur along the way. It allows sales teams to stay organized and have an understanding of the sales process at any time.

The sales funnel, on the other hand, outlines the phases or stages a sales prospect will move through on their way to becoming a customer. It helps sales professionals identify where prospects are in the sales cycle so that they can focus their efforts on those who are most likely to close.

To generate sales through an effective sales pipeline, sales teams must first identify their ideal customer profiles and define the stages of their sales process. They should then build out each stage with tasks that will help move prospects down the sales funnel more quickly and efficiently. At each stage, sales professionals should provide resources and sales materials to help prospects understand the value of their product or service.

What Do You Need To Build A Sales Pipeline?

When you begin building a sales pipeline, it’s important that your company understands the requirements. Here are  some of the components you’ll need to get started:

The sales process of your team

A sales process is a guideline for the sales team as they understand how to convert a potential buyer into a buyer. If the salesperson follows the steps of the sales process, they will achieve the desired success the next time.

Having sales processes clearly defined has many benefits. You can always develop an effective strategy if this is not done with your organization.

The sales process you need to identify includes sales methods, lead qualification criteria, sales goals, and marketing plans.

A list of potential customers

It is an outdated necessity to build a pipeline. Provide detailed information about prospects such as name, contact information, where they work, and job descriptions as well as why they think they are like you.


Leads are essential for sales pipeline generation. Without leads, there is no hope of generating any sales. To collect leads, you will need to leverage various sources such as social media campaigns, SEO optimization, email campaigns, webinars, and more. Your sales team should have a defined process for how to acquire and qualify leads.

Lead Qualification

Once the sales team has acquired leads, they need to be qualified before any sales attempts can take place. Lead qualification should include an assessment of the lead’s budget, their decision-making timeline, and whether or not they are a good fit for your product or service. This can be done through sales calls, surveys, or interviews with the lead.

A discussion with your team

Since everyone uses the same supply chain, the decision-making process is essential. You will also gain more insight into the implementation you have been thinking about.

A clear discussion with your team will help you determine the sales pipeline that is most effective for your company.

The organization’s revenue targets

You must be ready to achieve this goal. By looking at an achievable goal, you determine how long business will take.  This can be a sales goal per quarter, an annual sales target, or any date for sales goals.

How To Build A Sales Pipeline?

Once you have identified the sales goals and determined what sales pipeline will best suit your business, it’s time to get started with building a sales pipeline. Here are some steps for creating an effective sales pipeline:

Segment your prospects

For best sales, the segment leads directly into pipelines. Selling a product similar to another has no positive effect. A universal solution cannot work for all cases.  It’s necessary to segment sales prospects into different categories depending on the size, industry, market, and other requirements of each customer.

You can segment your prospects through the following  methods:

  • Geographical segmentation
  • Demographic segmentation
  • Psychographic segmentation
  • Behavioral segmentation

Identify trigger behaviors

Developing a steady flow of leads that can make a company profitable is an important part of its growth strategy. However, this does not mean that you have to add a lead just to save it. You have to make it a suitable baby.

Watch the actions of leads as they move into their next steps in the pipeline. They may download resources from your website, watch a short video, ask for a demo of your service, or complete an online survey for free. It’s a sign of interest in what we offer.

Know the 3 P’s well

These three Ps: are product, person, and pitches.  The salesperson should know the product well. They need to be able to sell the product by explaining it simply and how customers can benefit.

The salesperson should understand their customer’s business, their needs, and how your products can help them succeed.

Person: Find all you can about your audience

Tell me who your customers are. Start by identifying their attributes. Try to understand the biggest why people struggle. When searching for an audience, you need data. Find all of this information on the following pages.

CRM can be used by your organization to diagnose problems faced by your existing customers. How can a company track its visitors? Customer Support Representative – Discover the struggles of customers and the solutions to their problems.

Product – Know your product

If your product is not known in-house, it must be known to convince potential customers to come to you for help. Your job is to be a trusted source for answering any questions people may have. Product expertise helps you develop a productive conversation about your product or service. See how you can increase customer satisfaction by using sales engagement tips.

Pitch – Know your pitch thoroughly

Once you have identified your product’s prospects, then you need a pitch for which the consumer can not say no. It needs to address the situation that the potential will face. Your pitch is important for the right reason.  It needs to be concise, convincing, and relevant.

To successfully know your pitch is to be able to answer any potential customer’s questions. Research and practice your sales pitch but also try to customize it based on the individual you are addressing.

Make sure you are communicating a message that will motivate people to listen and ask more questions about your product or services.  Try not to overwhelm prospects with too much information, as this will make them feel like you are salesy and not genuine.

Set your sales pipeline stages

It is not worth pitching your product until someone is looking for something. A sale has several stages that you need to follow to make your buying decisions. The pipeline stage varies from company to company depending on many factors. The pipeline stage for any business requires an understanding of what a prospect needs to do on their journey to acquire paying customers.

Fine-tune the sales process

Once you determine the triggers, you need to develop a sales process that will help you get more deals.  The fine-tuning process will involve sales activities such as sales calls, emails, sales presentations, and follow-ups. You should also create sales scripts and use tools like CRM to track your sales pipeline.

This sales process should include sales strategies, sales tactics, sales messaging, and sales content. Your sales process will help you target the right prospects and nurture them to become customers.

7 stages of the sales pipeline

For a company whose sales pipelines follow typical B2B processes,  sales pipelines are typically divided into 6 stages, namely:


Prospecting is the initial stage of sales in which sales representatives identify potential customers who are most likely to buy their product or service. It involves different methods of outreach, such as cold calling and targeting ads.

Targeted ads, press releases, and other marketing strategies help introduce potential customers to your business. By specifying who sees your promotions, you’re more likely to reach people similar to your current clientele and those most likely will become loyal buyers.

Lead qualification

Lead qualification involves sales reps screening potential customers to see if they are ready for sales. This includes understanding their needs and requirements, researching their background, and communicating with them about their goals.

Use an e-book, white paper, webinar, or another type of lead magnet to determine if the prospect is interested in learning more about your products and services before you attempt to move them further down the sales funnel.

Demo or meeting

A demo or meeting allows sales reps to show potential customers the value of your business’s solutions and differentiate you from competitors. This is where sales reps can answer questions, discuss challenges, and demonstrate the features and benefits of the product or service.

After you’ve qualified a lead, invite them to schedule a demo or meeting with you so that you can introduce them to your offerings and solutions. Doing this will help you determine if there is a strong business case for the lead to receive a proposal from you.


At this stage in the process, it is important to make your case by summarizing how your company can help address the potential customer’s needs. In addition, demonstrate how the prices you propose deliver more than enough value to offset the engagement cost.

Be sure to also state any competitive advantages you have that could help differentiate your proposal from other vendors’ proposals that the customer may be considering.

Negotiation and commitment

To form a partnership that is of mutual benefit, we need to talk about enlarging or diminishing the scope of work, modifying prices, and setting expectations.

This can take several forms, from offering discounts to signaling that a customer may be expecting more effort in exchange for commitment.

Close the sale

Closing sales can be a difficult process, but it helps to remember that sales are based on trust. If your customer trusts you and believes that their investment in your proposal will bring long-term benefits, then they will be more likely to make the purchase.

By providing evidence of results from past sales and offering generous guarantees or warranties, you can help establish trust. Additionally, be sure to maintain a sales pipeline by following up with the customer after each purchase and nurturing future sales opportunities.

After purchase

Businesses should not think that a sale is closed once the contract is signed. Instead, representatives should focus on providing great service during onboarding and monitoring the account’s progress regularly.

At opportune times, businesses can cross-sell existing customers on new services and upsell them on premium solutions. When the contract is about to expire, businesses can explore renewal options with their clients. Lastly, among your happiest clients, ask for referrals to other potential customers.

Sales Pipeline Metrics

Metrics can be helpful in understanding what is happening in the sales pipeline. You should have a sense of how your sales pipeline works as it happens.

All companies need insights into their customers, problems, or business professionals when it comes to sales. Then it’s a matter of making a decision unless we’ve learned something. Having the head of the company in a recession will likely lead to sales.

Sales Cycle Length

A sales cycle is defined as a period of time that passes through all phases of acquiring or closing a business. The length of the sales cycle varies depending on the organization’s strategy and industry benchmarks. During prospect interviews, sometimes the organization begins to do sales cycles, and others begin when an interested customer is engaged.

Most sales cycles end after a sale is closed. B2B sales cycles vary by value, depending on how large they are. The sales cycle for smaller contracts typically runs a few weeks, while higher-value transactions can take more than a year to close.

The Average Value of a Deal

In the case that you sell different products/services/scales, you need to track the average selling price. This can be used to estimate the typical cost of sales on your products. Several potential contracts are unique to your pipeline.

To find the average value for a particular sale, you need to find the total value of all closed deals during a specific time period. For example, if you were able to close 5 deals worth $50,000, the average amount for that transaction would have been the same.

Sales Pipeline Velocity

Sales pipeline velocity is a measure of the average time your prospects stay on your pipeline before a sale is made. This refers to how quickly prospects pass through the pipeline.

However, it is easy if you multiply the number of prospective accounts in a pipeline by conversion rate percentages and average – say you had 160 prospective accounts in the pipeline.

Lead Response Time

Lead Responses Time refers to the average lead contact length for an agent to follow up. Response times should be calculated simply by calculating the time difference based on the contact number and the date of the sales response.

Sales teams require 42 hours for B2B sales leads, which is quite long. Leads tend to degrade over time. The faster you respond to a lead, the greater the conversions you will receive.

Overall Sales Pipeline Value

Pipeline value is the revenue generated by your pipeline if you can close every deal you have in the pipeline. It’s easy to find. It’s critical for measuring a company’s ROI on its sales efforts. You can even determine how many leads are missing – this indicates the quality or potential to improve your product.

The Number of Prospects in Your Pipeline

The metrics your salesperson needs to pay more attention to are our prospecting opportunities. You already know how many opportunities you have to generate revenue. The prospect needs to stay the same at every point.

You need to work closely with your marketing agency team to improve lead-generation processes as needed.

To successfully generate your pipeline, you need to “act like a salesperson.” You should always be on the hunt for new sales opportunities and leads while monitoring your current sales pipeline and securing any sales deals which are in process.

These sales pipeline metrics should be tracked and reviewed on a regular basis to ensure sales pipeline accuracy and your sales team’s success.

You should also leverage data-driven insights to understand who your ideal customers are, so you can target them accurately and effectively.

The sales pipeline challenges

The number of sales pipeline opportunities is often limited and sales cycles can be long. As such, sales teams must manage the opportunities in their sales pipelines with specific attention to each stage of the sales process.

Here are  some sales pipeline challenges that sales teams may face when trying to generate more sales:

Letting your pipeline go dry

Sales pipelines represent only an indication of your organization’s offerings. Although some deals might appear in the pipeline this month, many will not convert immediately, so having multiple deals is helpful.

Keep the pipeline clean so that sellers can close more business than the target they are aiming for. Lack of lead generation often causes the funnel to dry up. It is important that you implement an ongoing lead generation process so that you can get the best deal possible in the sales pipeline.

Lack of coordination

Your prospects may have interacted with different sections of your organization during the buying process. Errors can occur during handoffs between team members. Errors that impact value are usually caught in handoffs.

Marketing teams, SDR, and AF teams are often hand-styled often without context. Quotes can be lost or followed up late and this often leads to a loss. Make sure every team working on sales makes a smooth transition to the next department and is up to speed with all sales information on time.

Lack of sales enablement

Sales enablement is the process of arming sales teams with all the necessary tools and data to help execute sales strategies efficiently. This includes sales training, access to sales materials, sales process optimization, sales performance tracking, etc.

Lack of sales enablement can cause a big disruption in your sales pipeline, leading to sales reps not having the necessary knowledge of sales strategies and processes. To prevent this, sales enablement should be regularly updated and sales reps must be educated on its contents.

Focusing only on one stage

Too often we focus on one particular issue at one particular stage of a transaction and then lose control of the sales pipeline. The simplest mistake I’ve seen is companies emphasizing one particular action rather than others.

For example, a business invests in aggressive marketing, but when the customer gets to the website, they don’t get customer support or a user-friendly checkout interface. Similar to pipe sales, pipelines are not flown without blocking. Digital marketing specialist for Facebook

Low conversion rate or lead to opportunity ratio.

Can your sales team generate leads for you? This indicates how determined your sales staff is to convert more opportunities into leads.

While it is an excellent metric, opportunity conversion rates may not show how efficient it is at bringing new customers into the pipeline for the following quarter. If salespeople are focused on drawing new leads but their conversion rates are low, this would be a good sign.

Understanding customers

Often salespeople try to push offers through pipelines without paying attention to the needs of each prospect. Those who need more support need more hands, and some people will grow your product relatively quickly.

Having an unreceptive prospect contacted with an unsatisfactory product can cause a clog if the salesperson doesn’t know all about it. We have mistakes and they are very useful.

Lack of deal insights

Sometimes the salesperson may have no idea what to prioritize. It creates a large pipeline with the potential loss of business. Sometimes the deal can get stale or lost. Without extensive research, salespeople can’t know what deals to focus on.

Using an automated CRM to analyze your deal pipeline can help determine how your pipeline will perform.  Knowing which deals are likely to close and which need more sales effort can have an immediate impact on your sales success.

Creating an effective sales pipeline also requires salespeople to be knowledgeable about the product they are selling. They should be able to answer any questions a customer might have in order to maximize sales opportunities. Investing in sales training and sales coaching can help salespeople better understand the sales process, their customers, and how to close more deals.

Long sales cycle

Often a sales cycle is long and could reduce the desire for the products you offer. Reduce the time to sell your products by removing barriers to selling your products.

The shorter the sales cycle, the more efficiently you can close deals month-to-month. You’ll see how long it takes for a sales transaction and how much effort you need.  You can also identify salespeople who are capturing sales faster and replicate their sales process.

Frequently asked questions about the sales pipeline generation:

What is a sales pipeline?

A sales pipeline is the stage in the sales process in which leads are acquired, qualified, and converted into sales opportunities. It typically includes identifying prospects, contacting them, qualifying their interest level, then nurturing those leads through various sales stages – from inquiry to close.

What is a Marketing Pipeline?

A marketing pipeline is a sales process for creating sales leads and opportunities by using various digital marketing tactics. It includes identifying potential customers, reaching out to them with the right message on the right channel (such as email or social media), then following up with additional information that can help convert those prospects into sales opportunities.

What is a pipeline in business?

A sales pipeline is a sales process for converting sales prospects into paying customers. It typically involves identifying prospects, contacting them, qualifying their interest level, and then nurturing those leads through various sales stages – from inquiry to close.

What is a Customer Pipeline?

The customer pipeline is the sales process from initial contact to sales closure. It includes all of the steps a salesperson takes to turn a lead into a paying customer. In this process, salespeople work with leads through various stages until they reach a stage where it’s likely that the prospect will become a paying customer.

Sales Pipeline Generation: Conclusion

Your sales pipeline is the lifeblood of your sales team and sales organization. It’s essential to have an effective sales pipeline generation process in place that is rooted in relationships, understanding customer needs, and following up at each stage of the sales process.

With a strong sales pipeline generation plan in place, you will be able to generate more leads and close more deals.

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