The difference between a useful pipeline and a decorative one is the advancement criterion. 'Client interested' is not a criterion; 'Received written quote and confirmed budget' is.
Definitions must be documented, agreed upon by the team, and applied identically by all reps. Otherwise, conversion reports end up comparing apples to oranges.
In short
- 4-6 stages maximum to maintain clarity.
- Each stage requires an observable entry criterion.
- Probability is attached to the stage, not the agent's optimism.
- Opportunities without a 'next action' are a red flag.
- Stage aging shows exactly where your process is stalling.
A standard B2B pipeline model
A starting point for most B2B companies dealing with complex sales or physical goods:
- Qualified - Confirmed need, decision-maker identified.
- Analysis - Requirements gathered, solution outlined.
- Proposal Sent - Official document delivered.
- Negotiation - Commercial terms under review.
- Won / Lost - Mandatory closing reason recorded.
Key pipeline indicators
Three are sufficient to start: conversion rate per stage, average time-in-stage, and total weighted value. Consistently recording the 'Lost Reason' will become your most valuable report within a few months, highlighting product or pricing gaps.
Frequently asked questions
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