Some salespeople might think that it doesn’t matter if you have various “deal stages”. Or it might just be a challenge figuring out what your various “deal stages” are.
The truth is, it does matter.
Why?
Because you want to be able to use the info in your CRM to form an analysis. This will improve your deals later on. If you don’t have a B2B sales pipeline from the beginning, you might end up missing out on a ton of qualified leads right now and in the future.
This article will help you create your own sales pipeline that makes sense for your company.
What is a B2B sales pipeline?
Before we dive in, it’s important to know what a sales pipeline is. Simply put, A B2B sales pipeline is a step-by-step system that companies use to keep tabs on potential business clients, or leads, from the first time they reach out to when a deal is finalized.
It lays out the different stages a prospect moves through, making it easier for sales teams to coordinate their efforts and track how well they’re doing.
Why Your B2B Pipeline Matters
Before we dive in, it’s important to know what a sales pipeline is. Simply put, A B2B sales pipeline is a step-by-step system that companies use to keep tabs on potential business clients, or leads, from the first time they reach out to when a deal is finalized.
It lays out the different stages a prospect moves through, making it easier for sales teams to coordinate their efforts and track how well they’re doing.
Why Your B2B Pipeline Matters
Your B2B sales pipeline is the backbone of your revenue. It shows where each of your deals stand, at each stage, and what actions will move them forward. Without a sales pipeline, you’re guessing… A pipeline helps you to analyze your data and know exactly what to do next with each potential customer.
Here are some other reasons why a b2b sales pipeline is important:
Keeps Your Sales Process Organized
A structured pipeline helps you track leads, follow-ups, and closing stages. Without it, deals slip through the cracks.
Helps you predict future revenue
Having a clear pipeline lets you predict future sales. This helps with budgeting, hiring, and growth planning. For example: If your team closes 30% of proposals sent, and you have 50 proposals in progress, you can estimate your upcoming revenue.
Speeds Up Sales Cycles
If you have a well-managed pipeline, you will be able to quickly spot bottlenecks. You can see which deals are stuck and take action to move them further along.
For example, if you notice that there are a few deals that stall at the proposal stage, your pricing, or value proposition might need some work. This can help you come up with better strategies or value props to close the sale.
Prioritizes High-Value Deals
Not all leads are the same…. Some are hot and others might be lukewarm. Your pipeline helps you focus on the best opportunities first.
Here’s another example, if enterprise deals take longer but bring in 5x the revenue, you might decide to allocate more resources to closing them.
Improves Team Accountability
If your sales team knows their targets and how to progress, it can help them hit their targets. It can also help you see where your team’s struggling.
For example, if you have a rep who has a weak pipeline, you can start coaching them to improve. This will ensure that everyone stays on track and reaches their quotas.
Is there a difference between a B2B sales pipeline and a B2B sales funnel?
Image from Close CRM
Both help you track deals, but they serve different purposes.
For example, your sales pipeline tracks actions and shows the stages of your sales processes. It helps you see what your team is doing to move your deals forward. Your pipeline will show stages such as prospecting, qualification, demos, proposals, closing, and post-sales care.
Your sales funnel on the other hand, tracks conversions. It shows how your leads move from the awareness stage to the decision stage. It also keeps track of how many leads drop off at each stage.
A B2B sales funnel shows how leads move from awareness to decision. It tracks how many leads drop off at each stage. For example, if 100 leads enter your funnel but only 10 become customers, your funnel will show you where you are losing the other 90.
You need both. A strong pipeline guides your sales team. A clear funnel helps you fix weak spots in your process.
Let’s break down each step
Below are the essential stages of the B2B sales pipeline. You might even feel it’s necessary to add another step, depending on your business. But this basic pipeline will help you figure out how to build a strong workflow which will help your lead generation process.
Prospecting – Find your ideal customer
Prospecting is the first part of the B2B sales journey, this is where you build lists of your ideal customer and connect with potential clients who could really benefit from what you offer.
How do you do this? At SalesBread we like to take a close look at your existing customers.
What patterns are you seeing?
What do all your current buying customers have in common?
Are they all in the same:
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Industry: Are they in sectors like tech, healthcare, or finance?
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Company Size: Do they have 50 employees or 500?
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Location: Are they located in certain areas or countries?
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Challenges: What issues do they face that your product or service can help with?
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Tech: Do they use the same kind of tech? Like Salesforce or HubSpot?
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Who’s on their payroll? Do they have sales reps on their payroll? Or someone in HR?
By pinpointing these shared characteristics, you can create a profile of your ideal customer based on data. This makes it way easier to find similar businesses that might be interested in what you bring to the table.
Now that you know who you’re after, it’s time to compile a list of potential clients. Here, quality trumps quantity. It’s far better to have a smaller list of well-suited prospects than a massive list of companies that don’t fit your criteria.
You can use lead generation tools, like LinkedIn Sales Navigator, Apollo, or Crunchbase, to help you find companies and decision-makers that match your ideal customer profile. Focus on specific job titles, industries, and other relevant factors.
This targeted strategy boosts the chances of actually reaching out to companies who want what you’re selling, who have the budget and the buying power.
When you reach out to prospects, make it personal. Skip the generic messages and do a little homework on each prospect. Reference something specific about their company or role to show that your message isn’t just another mass outreach email or LinkedIn DM. This personal touch can really ramp up your response rates.
Here’s a reply we got from one of our prospects:
Next, you should follow up consistently…
Not every prospect will reply to your initial message, and that’s totally fine. Plan to follow up several times, each time offering more value or addressing any concerns they might have. Being persistent, without coming off as pushy, demonstrates that you genuinely want to help them tackle a problem.
Lead Qualification
How to Qualify Leads in the B2B Sales Pipeline
Qualifying leads in the B2B sales pipeline is all about focusing your efforts on the right prospects—those who are most likely to make a purchase. Just because someone engages with your outreach doesn’t mean they’re a perfect match. You need a method to distinguish serious buyers from those who are merely exploring.
You can use the BANT framework
A popular method for qualifying leads is the BANT framework:
– Budget – Do they have the financial means for your solution?
– Authority – Are you in touch with the decision-maker?
– Need – Is there a real issue that your product or service can address?
– Timeline – When do they plan to make a purchase?
If a prospect ticks all four boxes, they’re a solid lead. However, if they lack budget, aren’t in a position to make decisions, or don’t have an immediate need, it might be best to hold off for now.
You can also think about which questions you would use to qualify your prospects.
Instead of simply asking, “Are you interested?” consider these:
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What’s your biggest challenge in [your industry]?
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How are you currently managing this issue?
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Who else should be part of the decision-making process?
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When are you looking to implement a solution?
These questions can reveal whether the lead is a good match, what their priorities are, and if you’re speaking to the right person.
Score Your Leads
A lead scoring system can help by assigning points based on criteria like industry, company size, engagement level, and previous interactions. For instance, if a prospect downloads your whitepaper and schedules a demo, they’re likely a high-priority lead. Conversely, if they only opened your email without further action, they may require more nurturing.
Getting to Know MQLs and SQLs
When it comes to qualifying leads, it’s also important to know the difference between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs). These distinctions help marketing and sales teams work together more effectively, targeting leads at the appropriate stage of their buying journey.
Marketing Qualified Leads (MQLs)
An MQL is a lead that has expressed interest in your product or service but isn’t quite ready to make a purchase. These leads might have:
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Downloaded a whitepaper or eBook
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Signed up for your newsletter
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Participated in a webinar
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Engaged with your posts on social media
MQLs require additional nurturing before they can be handed off to sales. This involves sending them educational materials, case studies, and follow-up emails to build trust and guide them further along the sales funnel.
Sales Qualified Leads (SQLs)
An SQL is a lead that has been qualified and is prepared for direct sales contact. They have shown strong intent signals are are ready to buy. Normally a sales-qualified lead will:
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Request a demo or free trial
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Complete a contact form for pricing details
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Respond positively to sales outreach
Once a lead is classified as an SQL, the sales team can reach out to them directly, tackle any objections, and help them move toward making a purchase.
Know When to Move On
Sometimes, a lead just isn’t ready to engage. Instead of spending too much time on them, consider adding them to a nurturing sequence with helpful content and follow up later. Good salespeople know when to push forward and when to step back.
Meeting/Demo
The next important step in the B2B sales process is to secure a meeting or demo.
This is where you transition from casual chats to serious business talks.
The aim is straightforward: Get the prospect to agree on a time for you to demonstrate how your product or service can address their needs.
It’s really important to make it as easy as possible for your prospect to say yes to a booked meeting.
No one enjoys the hassle of back-and-forth scheduling, so simplify the process of booking a meeting.
You could simply ask them to send over their calendar link and you will book a spot.
Or, you could ask if they are free next week for a quick 15-minute chat.
The smoother the process, the more likely they are to actually schedule the call.
It’s also really important to focus on the value of your product and how you can help your potential client. No one wants to sit through a sales call that feels like a pitch.
So, frame the meeting around their needs rather than just your product.
Instead of saying: “Let’s set up a demo so I can show you our features.”
Try this: “I’d love to share how companies similar to yours have cut costs by 30% using our platform. Let’s have a quick chat to see if this could be a good match for you.”
This way, they understand the real value they’ll gain from the conversation.
You should also be able to handle objections.
Some prospects might be hesitant to book a call, saying things like: “I don’t have time right now.” “Can you just send me some info?”
Instead of backing off, gently address their concerns: “I completely understand—things can get hectic! That’s why I keep these calls brief, just 15 minutes, to determine if it’s worth a deeper discussion. If it’s not a fit, no problem!”
This approach makes it feel low-risk for them to agree.
Next, you want to confirm the meeting and reduce no-shows.
When you’ve settled on a time, make sure to lock it in. Shoot over a calendar invite right away that has:
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The meeting link (like Zoom or Google Meet)
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A brief agenda (to give them a heads-up)
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A reminder 24 hours ahead of the call
Remember that everyone’s got a lot going on, and it’s easy for meetings to get forgotten. A quick follow-up email or LinkedIn message the day before can really help cut down on no-shows.
Proposal/Negotiations
After a successful demo and with the prospect showing interest, it’s time to dive into the negotiation phase of the B2B sales process.
This is where both parties hash out pricing, contract details, and any last-minute specifics before sealing the deal.
The goal isn’t just to come out on top; it’s about crafting a solution that benefits both you and the buyer.
A solid negotiation kicks off with a clear understanding of what the prospect values most.
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Are they focused on price?
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Contract flexibility
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Support during onboarding
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Or the long-term benefits?
For example, if budget constraints are a concern, you might suggest a phased approach or a slight discount for a longer commitment.
If they need to run things by their legal team, collaborate with them to tweak terms without sacrificing your profit.
The best salespeople don’t just aim for a quick close—they work alongside the buyer to eliminate obstacles and make the deal happen.
It’s pretty normal for buyers to ask for lower prices, but instead of jumping straight to a discount, emphasize the value you bring. If they mention, “Your competitor has a lower price,” you could reply with, “I get that, but let me explain what sets us apart and why our clients achieve better outcomes with us.”
If pricing really is a dealbreaker, think about offering flexible payment options or additional services rather than just slashing prices.
Ultimately, successful B2B negotiations strike a balance between confidence and adaptability. You want to uphold the value of your product while also demonstrating your willingness to accommodate the prospect’s needs. When handled well, this phase lays the groundwork for a lasting partnership, not just a one-off sale.
Close
Closing the deal is the last—and definitely the most thrilling—part of the B2B sales process. At this point, both parties have settled on pricing, terms, and what to expect.
The focus now is on keeping everything moving smoothly so the deal doesn’t get stuck.
This involves quickly sending out contracts, helping the prospect navigate approvals, and tackling any last-minute worries. Remember, a deal isn’t truly closed until the paperwork is signed, so staying proactive with follow-ups is crucial.
A common pitfall for sales reps is going quiet after sending the contract.
Instead, keep the conversation going.
A quick message like, “Just checking in to see if you have any questions about the agreement—I’m here for a quick call if you need,” can help avoid any hold-ups.
Be ready to address any final objections too—sometimes decision-makers might hesitate. Remind them of the value and why they were excited about the deal in the first place.
A confident and strong close makes sure the deal stays on track.
Post Sale
Closing a deal is just the start of something bigger—it kicks off a long-term relationship. Taking care of your clients afterward is super important because satisfied customers are more likely to:
- Come back
- Refer others
- And provide testimonials that can help you land more deals down the line.
If a client feels neglected after signing, they might start doubting their choice or have a tough time getting used to your product, which can lead to losing them.
Good aftercare means having a seamless onboarding experience, checking in regularly, and providing ongoing support. It’s essential to ensure the customer knows how to get the most out of what you offer.
A simple follow-up email a few weeks later, asking, “How’s everything going? Any questions or feedback?” can really make a difference.
Building trust after the sale is key to fostering long-term loyalty and can transform a one-time deal into a valuable, lasting partnership.
Frequently asked questions about a B2B sales pipeline
What are some common challenges in building and managing a sales pipeline?
- Finding Quality Leads: If targeting is off, it can waste time on prospects that aren’t a good match.
- Lead Qualification Problems: Without a solid system (like BANT), sales teams might waste time on leads that aren’t qualified.
- Prospect Ghosting: Sometimes leads show interest but then go silent, which can slow down the sales process.
- Long Sales Cycles: In B2B, deals can take a while, and without timely follow-ups, leads might lose interest.
- Lack of Pipeline Visibility: If key metrics aren’t tracked, sales teams may find it hard to spot weak areas in the funnel.
- Ineffective Negotiations: Sales reps who focus too much on price instead of value may find it tough to close deals.
- Client Churn After Closing: If onboarding or aftercare isn’t handled well, customers might leave instead of renewing or upselling.
What are the key benefits of having a well-defined sales pipeline?
A solid sales pipeline allows sales teams to concentrate on leads that have the most potential, saving them from spending time on those that aren’t a good fit. It also enhances sales predictions, providing companies with a better understanding of their future earnings.
By optimizing every step of the process, teams can guide prospects through the funnel more quickly, resulting in shorter sales cycles and improved conversion rates.
When leads receive the right attention, they’re more inclined to turn into paying customers, which helps build stronger relationships and keeps engagement steady. In the end, a well-organized pipeline leads to more closed deals and ongoing revenue growth.
The Impact of a Well-Organized Sales Pipeline
A great sales team makes the most of every phase in the B2B sales pipeline. Whether it’s finding leads, qualifying them, negotiating, or providing post-sale support, each part needs to be planned and purposeful.
By following these effective strategies, sales teams can seal more deals, speed up sales processes, and foster long-term customer connections.
If you need some extra help with your lead generation, why not hop on a free 15-minute strategy session with SalesBread? We help our clients get 1 qualified sales lead per day with our ultra personalized LinkedIn outreach.
