What is a sales pipeline?
A sales pipeline is a view of all the deals a business is working on, organized by the stage each has reached, from first contact to closed won or lost. It shows how much potential revenue is in progress and where deals stall.
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Common pipeline stages
Stages differ by business, but a typical pipeline moves from new lead to qualified, then proposal, negotiation, and closed. Each stage should have a clear definition of what must be true to enter it.
What the pipeline tells you
The pipeline shows how much potential business exists, how deals move through the stages, and where they get stuck. Teams use it to forecast revenue and to decide where to focus.
Marketing uses it to see how many leads become real opportunities and which sources produce them.
Keeping it accurate
A pipeline is only as useful as its upkeep. Update stages promptly, close out dead deals, and apply stage definitions consistently so totals reflect reality.
Common questions
What's the difference between a sales pipeline and a sales funnel?
They overlap, and people often use them interchangeably. A pipeline usually tracks specific deals through stages, while a funnel describes the narrowing flow of prospects overall.
What is pipeline coverage?
It compares the value of the open pipeline with a revenue goal. Teams use it to judge whether enough opportunities exist to hit their target.
How do you build pipeline?
Bring in qualified leads from marketing and outreach, and move them through your sales stages with timely follow-up. Marketing helps by driving the right leads and nurturing the ones who aren't ready.
What is pipeline marketing?
It's marketing measured by the opportunities and revenue it creates, and not just by clicks or leads. It ties campaign results to the sales pipeline.
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