What a sales pipeline is and how to run it
Short definition
A sales pipeline is a visual representation of the sales process split into stages (e.g. lead, qualification, offer, negotiation, close). It shows how many opportunities are at each stage and the forecasted sales value.
A sales pipeline is an organised view of all sales opportunities split into stages. Each deal moves through successive stages - from first contact (lead), through qualification and offer, to negotiation and close. This lets the team and management see where sales actually stand, not just a sum of promises.
A pipeline differs from a marketing funnel. The marketing funnel describes early-stage traffic and leads (awareness, interest). The sales pipeline starts where a real commercial opportunity appears and ends in a win or loss. A good CRM lets you measure conversion between stages and forecast revenue from deal value and probability.
In practice a pipeline is run in a CRM - it holds the stages, deal values, dates and contact history. Without a CRM, the pipeline lives in Excel and in reps' heads, which makes forecasting and handovers hard. Open Mercato has a built-in pipeline with configurable stages, follow-up automation and reports - as part of a CRM module integrated with ERP and orders.
Key facts about the pipeline
- Typical stages: lead, qualification, offer, negotiation, close.
- Forecast is calculated from deal value and stage probability.
- A pipeline is best run in a CRM, not in Excel.
Frequently asked questions
How does a pipeline differ from a marketing funnel?
The marketing funnel covers early stages (traffic, leads, interest). The sales pipeline starts at a real commercial opportunity and ends in a win/loss.
Do I need a CRM to run a pipeline?
You can start in Excel, but with several reps and dozens of deals Excel stops working. A CRM gives a shared view, forecasting and history - which is why a pipeline is best run in a CRM.
Related terms
Want to run your pipeline in a system, not in Excel? Let's talk.
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