What is the Sales Pipeline?

The Sales Pipeline is a visual and organized way to represent the stages that a prospect or potential customer goes through before becoming a real customer. Typically, these stages include activities such as identifying the prospect, making a follow-up call, presenting a proposal, negotiating an agreement, and closing a sale.

The Sales Pipeline serves as an essential tool for planning and tracking the sales process, which helps companies improve their performance and increase their revenue. Some of its main functions include:

  • Planning, monitoring, and evaluating a company's sales process.
  • Identifying which prospects are the most important and what stage of the sales process they are in.
  • Setting short and long-term goals for the sales team and in parallel with the marketing team.
  • Monitoring the progress of sales and detecting bottlenecks in the process.
  • Establishing strategies to increase sales and improve the performance of the sales team.
  • Measuring the performance of the sales team and making necessary adjustments to improve the sales process.
  • Identifying opportunities to improve the sales process and increase efficiency in managing potential customers.
  • Understanding the life-cycle stage of each customer.

Why is it important to implement a Sales Pipeline in the sales process?

There are several reasons why the sales pipeline should be implemented in a company's sales process:

Improves efficiency

By considering that the sales pipeline allows companies to identify the most important prospects and their stage in the sales process, it helps sales teams prioritize their time and effort on prospects closest to conversion into customers.

Increases transparency

By sharing the sales pipeline with the sales team, managers, and other team members, communication and collaboration between departments is improved. This allows all team members to have a clear view of the sales progress and the team's performance.

Allows for decision-making

The sales pipeline provides valuable information on the sales team's performance and the sales process in general, which helps managers make informed decisions on how to improve the sales process and increase revenue.

Strategic planning

The sales pipeline allows for short and long-term goals and objectives to be set for the sales team. This helps companies plan strategies to increase sales and improve the sales team's performance.

By monitoring sales progress over time, the sales pipeline can help identify trends in terms of popular products or services, active potential customers, and areas that need improvement.

Improves relationships with potential customers

Salespeople can closely follow the progress of prospects and adapt their sales approach to better meet each prospect's needs and preferences.

Identifies opportunities for upselling and cross-selling

With constant monitoring of sales progress, opportunities can be identified to offer complementary products or services to existing customers.

Identify ideal customers

By monitoring sales progress and analyzing sales pipeline data, companies can identify common characteristics of ideal customers and adapt their sales strategy to attract more customers of that type.

Implementing the sales pipeline in a company is essential in order to maximize its revenue and improve sales performance.

To create a sales pipeline, follow these steps:

1. Define the stages of the sales process

The first step is to define the stages of the sales process in which the pipeline will be divided. These stages may vary from one company to another, but often include stages such as prospecting, appointment, negotiation, closing, and post-sales.

2. Set your goals

Define your goals and objectives for each stage of the sales process. This will help you measure the success and progress of the pipeline.

3. Create a tracking system

The next step is to create a tracking system to record and monitor the progress of each prospect through the pipeline. You can use a spreadsheet, specialized software, or a CRM to do this.

4. Assign tasks and responsibilities

Assign tasks and responsibilities to sales team members to ensure that each prospect receives the necessary attention in each stage of the pipeline.

5. Monitor and analyze data

Monitor and analyze pipeline data to detect bottlenecks and trends. Use this information to adapt your sales strategy and improve the performance of the team.

6. Establish performance indicators

Define performance indicators for each stage of the pipeline, to measure the performance of the team and identify areas for improvement.

7. Review and adapt

Regularly review and adapt your sales pipeline to make sure it fits the needs and goals of your company.

Here we show you a general diagram of the stages of the sales pipeline:

Sales Pipeline

Remember to align your sales pipeline with your business goals and make it simple for your sales team to understand and execute. Additionally, ensure your tracking system and data analysis are efficient and accurate to successfully measure the performance of your sales team and the effectiveness of the pipeline.

Tools that help you build your sales channel

There are several tools that are used to create a sales pipeline, some of the most popular are:

CRM: Tools like Salesforce, Pipedrive, Hubspot, etc., allow you to keep a detailed record of all interactions with potential and current customers.

Email automation: Some like Mailchimp, Constant Contact, Hubspot, etc. automate tracking and sending personalized emails.

Marketing management: Such as Google Analytics, Ahrefs, and SEMrush measure the performance of marketing campaigns and optimize them.

Analysis tools: Tools like Tableau, Power BI, etc. analyze sales data and generate reports.

Lead tracking: Tools like Leadfeeder, LeadSquared, etc. track and analyze website visits and convert them into qualified leads.

Calendar and meeting tools: like Google Calendar, Meets, Zoom, Microsoft Outlook, etc. schedule calls and meetings with clients.

Budget analysis: Tools like QuickBooks, Xero, etc. help a company manage its budgets by keeping a detailed record of expenses and income related to sales.

Social media management: Tools like Hootsuite, Buffer, etc. allow you to interact with potential and current customers through social networks.

Tracking tools: Like Trello, Asana, etc. to assign tasks and follow the progress of the sales team.

How can a design agency help me to build the Sales Pipeline?

Creative Assets

A design agency can help the sales pipeline process in several ways, such as:

Creation of sales materials

A design agency can create presentations, brochures, flyers, infographics, etc. that help you present your products or services in an attractive and persuasive way to your potential customers.

Website design

A striking and easy-to-navigate website for potential customers is essential, very important that it is optimized to attract and capture leads.

Creating email marketing campaigns

You could leave the design of your email marketing campaigns up to the creatives, so you can have attractive and well-designed emails to automate follow-up and send personalized emails to potential customers.

Graphics and video design

If you want to have customers, you must have branding graphics and videos that grab the attention of potential customers and encourage them to make a purchase.

Creation of announcements

You do not know how to create announcements. Don't worry, leave it in the hands of professionals. A design agency could help you create ads online, on TV, or in print that attract potential customers and drive them to your website.

Improve the user experience

Your website is not the best? You could improve the user experience on your website, to increase the chances of conversion of potential customers.


A design agency can help you develop a strong, consistent brand that helps your business stand out and build trust with potential customers.

Packaging design

Everything enters through the eyes! If you have a physical product that requires packaging, a design agency can help you design attractive and coherent packaging that aligns with your brand, it has to attract the attention of potential customers and increase the chances of conversion.

Content Design

A design agency can help you create compelling and consistent content for your social media, blog, and other digital platforms to attract potential customers and generate interest in your products or services.

A sales pipeline is not built alone, because in order to generate sales, or at least generate interest in your prospects, you first need to have a consolidated brand, visibility, and the best brand resources to promote yourself. This is very difficult to achieve alone, that’s why at Mavity, we want to help companies meet their objectives, we can design, manage and create the best creative resources that help companies consolidate their brand and help them become a sales machine.