What is a CRM Sales Pipeline and How to Create Your Own

What is a CRM Sales Pipeline and How to Create Your Own
Understand how to create an effective sales pipeline in your CRM and boost your team's productivity and sales efforts.

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It’s easy to get overwhelmed with the complexity of the sales process and the number of leads you have.

Understanding and effectively managing your CRM sales pipeline is paramount for achieving success.

This article will go into the essence of a sales pipeline, distinguish it from a sales funnel, explain the stages of a sales pipeline, and guide you on how to create, measure, and manage your own for optimum results.

What Is a Sales Pipeline?

A CRM sales pipeline is a visual representation of where potential customers are in the sales process. 

It outlines the steps from the initial contact with a prospect to the final sale, helping sales teams to effectively track and manage their interactions with potential customers

A well-organized sales pipeline provides a clear overview of upcoming deals, allowing sales teams to prioritize their efforts and forecast revenue more accurately.

The concept of a CRM allows businesses to streamline their sales processes, ensuring that sales teams are focused on the most promising leads. 

Sales Funnel Vs Pipeline

While often used interchangeably, the terms “sales funnel” and “sales pipeline” refer to two distinct concepts. 

A sales funnel represents the customer’s journey from becoming aware of a product or service to purchasing. 

It’s a marketing model that illustrates the theoretical customer path toward the purchase of a good or service.

On the other hand, a sales pipeline specifically refers to the stages a sales team takes a prospect through to convert them into a customer.

It’s more focused on the sales team’s actions and strategies at each stage of the sales process. 

Main difference:  

  • A sales funnel is about the quantity and conversion rates of leads at each stage.
  • A sales pipeline emphasizes the sales strategy and actions required to move a lead through to a sale.

Stages of a Sales Pipeline Explained

A CRM sales pipeline is typically divided into several stages, each representing a step in the journey of turning a lead into a customer. 

Understanding and defining these stages is important for effective sales pipeline management. 

sales lead pipeline pyramid

Here’s a breakdown of the common stages:


Sales prospecting is the initial stage where potential leads are identified. 

These leads can come from various sources, including marketing campaigns, social media, referrals, or direct outreach. 

The key objective is to gather a list of potential customers who have shown interest in your product or service.

You can use various software to get these leads into your CRM, for instance, the LeadDelta Sidebar allows you to import new leads from LinkedIn with a click of a button.

leaddelta sidebar import

Lead Qualification

After generating leads, the next step is to qualify them. 

This involves assessing whether the leads have the potential to become customers based on their needs, budget, authority, and timeline. 

The goal is to focus on leads most likely to convert and in line with your buyer persona, ensuring that sales efforts are directed efficiently.

Proposal/Value Proposition

Qualified leads are then presented with a proposal or a value proposition. 

This stage involves communicating the value your product or service can provide, tailored to meet the specific needs and challenges of the lead.

Effective communication and understanding of the lead’s requirements are crucial here.


Once a lead shows interest in the proposal, the negotiation phase begins.

This involves discussions regarding pricing, terms, and conditions of the sale.

It’s a critical stage where sales representatives need to address any concerns or objections the lead might have.


The closing stage is where the deal is finalized. 

The lead agrees to the purchase, and necessary paperwork or digital processes are completed to formalize the sale. 

Efficient handling and responsiveness at this stage can significantly impact the success rate of closing deals.

Post-Sale Follow-Up

After closing the deal, the relationship with the customer doesn’t end.

Post-sale follow-up is essential for ensuring customer satisfaction, addressing any issues, and laying the groundwork for future sales or referrals. 

It’s an opportunity to build a long-term relationship with the customer.

Understanding these stages in detail and customizing them to fit your specific business model helps you to create an effective CRM sales pipeline.

Each stage requires specific strategies and tools for maximum efficiency and effectiveness.

How To Create a Sales Pipeline

Creating a sales pipeline is a strategic process that involves defining the stages of your sales cycle and implementing them within your CRM system. 

This structured approach helps in managing your sales process more efficiently and achieving better results. 

Here’s how you can create your own sales pipeline:

Define The Stages of Your Pipeline

Start by outlining the specific stages of your sales process, from initial contact to closing the deal. 

Use the common stages described earlier as a guideline but tailor them to fit your unique sales cycle. 

Consider the actions your sales team takes and the customer journey to ensure all critical steps are included.

Set Clear Criteria for Each Stage

For each stage of your pipeline, establish clear criteria that a lead must meet to move to the next stage. 

These criteria should be specific, measurable, and relevant to your sales process. 

Setting these criteria helps in accurately assessing the progress of each lead and ensures consistency in how leads are managed.

Map Your Sales Process

Visualize and map out your sales process in detail, including the flow from one stage to the next. 

This mapping should cover the actions sales reps need to take, the information to be collected, and the tools to be used at each stage.

Understanding this flow is crucial for identifying potential bottlenecks and areas for improvement.

Adapt Your CRM to The Pipeline

Customize your CRM system to reflect your sales pipeline stages and criteria.

This may involve setting up custom fields, workflows, and notifications to ensure your sales team can easily track and manage leads at each stage. 

Utilize LeadDelta Tags to create a custom sales pipeline shared across your whole team. Along with pipeline Tags, further categorize your leads.

leaddelta tags

A well-integrated CRM pipeline allows for better visibility, efficiency, and reporting.

Generate/Import Your Lead List

Populate your sales pipeline by generating new leads or importing an existing lead list into your CRM system. 

Ensure that the leads are segmented based on relevant criteria (e.g., source, industry, size) to facilitate targeted engagement strategies.

Proper segmentation allows for more personalized and effective sales strategies, increasing the chances of conversion.

By following these steps, you create a structured framework that guides your sales team through the sales process, enabling them to manage leads more effectively and close more deals.

How To Measure The Quality of Your Sales Pipeline

Measuring the quality of your sales pipeline is essential for understanding its effectiveness and identifying areas for improvement. 

Here are key sales metrics to consider:

Conversion Rates

Conversion rates show you the effectiveness of your sales pipeline at each stage. 

By analyzing these rates, you can pinpoint where potential customers are losing interest or encountering obstacles. 

This insight enables you to refine your approach, ensuring a smoother transition for leads from one stage to the next and ultimately increasing the likelihood of closing deals.

Sales Cycle Length

The length of the sales cycle counts the efficiency of your sales process. 

Monitoring how long it takes for a lead to progress through your entire pipeline can reveal insights into the speed and effectiveness of your sales efforts.

A more abbreviated sales cycle often signifies a streamlined process, while a protracted one may highlight stages that require optimization or acceleration.

Deal Size

Keeping an eye on the average deal size enables you to understand the economic impact of your sales pipeline. 

This metric sheds light on the quality of leads and the effectiveness of your sales strategies in capturing lucrative opportunities.

An upward trend in deal size can indicate successful targeting and negotiation strategies, contributing to increased revenue and profitability.

Win Rate

The win rate is a critical measure of your sales pipeline’s health, representing the proportion of leads that convert into sales.

A robust win rate suggests that your pipeline is well-tuned and that your sales team is effectively converting prospects into customers. 

Tracking this metric helps in evaluating the overall performance of your sales process and in making necessary adjustments to improve outcomes.

Sales Pipeline Management Best Practices

Implementing best practices in sales pipeline management can lead to more consistent sales growth and better forecasting accuracy. 

Here are strategies to enhance your sales pipeline management:

Regularly Review And Update Your Pipeline

Consistent evaluation of your sales pipeline plays a role in identifying areas of improvement and making necessary adjustments. 

Regular reviews help in keeping the pipeline current with market trends and customer needs, ensuring that your sales strategy remains effective. 

This practice allows for the optimization of resources and prioritization of high-potential leads, leading to increased efficiency and higher conversion rates.

Have a Constant Influx of New Leads

A healthy sales pipeline requires a steady flow of new leads. 

Diversifying your lead generation strategies ensures that your pipeline never runs dry and your sales team always has prospects to work with. 

Investing in various channels such as content marketing, social media, networking events, and cold outreach can help maintain this constant influx, ensuring the longevity and vitality of your sales pipeline.

Incorporate Collaboration in Your Team

Encouraging collaboration among team members can significantly improve the management of your sales pipeline. 

Sharing insights, experiences, and strategies across the team can uncover new opportunities and address challenges more effectively.

With LeadDelta Worksapces you can even share your whole professional network with your team and engage in collaborative selling through managing a joint sales pipeline.

leaddelta workspaces

Collaboration fosters a cohesive environment where team members are motivated to contribute to the success of the pipeline, enhancing overall performance.

Continuously Improve The Process

The sales environment is dynamic, requiring ongoing adjustments to your sales pipeline management strategies. 

By continuously analyzing performance data, gathering feedback from your team, and keeping abreast of industry trends, you can identify opportunities for improvement. 

This commitment to continuous improvement helps adapt to market changes and optimize your sales process for better results.

Focus on Quality Over Quantity

Filling your pipeline with a large number of leads might seem beneficial, but focusing on the quality of these leads is often more productive.

High-quality leads are more likely to convert, making it crucial to qualify leads effectively and invest resources in nurturing those with the highest potential. 

This approach ensures that your sales efforts are concentrated on opportunities that are most likely to yield significant returns.


A well-structured CRM sales pipeline is a main component of a successful sales strategy. 

It provides a systematic approach to managing customer relationships and guiding leads through the sales process. 

By understanding the stages of a sales pipeline, creating a tailored pipeline for your business, measuring its performance, and adhering to management best practices, you can improve your sales outcomes. 

With diligent management and continuous optimization, your sales pipeline will become a powerful tool in achieving your sales and revenue goals.

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