Sales Pipeline

What is a Sales Pipeline?

A Sales Pipeline (also called a sales funnel) is a visual CRM tool that displays currently open business opportunities divided into stages of the sales process. A typical B2B pipeline has 5 to 7 stages — New Lead → Qualification → Solution Proposal → Quote → Negotiation → Signed.

Each stage has its own statistical conversion probability (e.g. Quote = 40%, Negotiation = 70%). The weighted sum of the values of open deals gives the pipeline value — an estimate of expected revenue for the coming period. The sales director can then determine whether the pipeline is sufficiently “fat” to hit the target, or whether acquisition activity needs to increase.

Practical metrics tracked over the pipeline:

• Conversion rate between stages (where does business most often stall)
• Average time in stage (which stages slow the cycle)
• Win rate and loss rate at close

When it is used

The pipeline is the daily tool of every salesperson and the weekly reporting tool of management. It enables proactive management — instead of “we’ll see how the month turns out”, the company sees risks a week ahead.

See the CRM module and the Quotes module.

Related terms

• CRM — the pipeline is the key view of CRM. See /en/glossary/crm.
• Lead — the entry point to the pipeline. See /en/glossary/lead.
• Deal — one specific opportunity in the pipeline. See /en/glossary/deal.

In Modulario

In Modulario the pipeline in the CRM module is fully configurable — stages, colours, probabilities, and required fields are defined for each deal type separately (e.g. licence sales vs. services). Integration with Quotes ensures pipeline values are always current.

The pipeline in Modulario also supports multi-pipeline scenarios — a company can have different processes for new business vs. upsell, or for different product lines. Automations trigger pre-filled quotes when moving to the “Quote” stage and remind salespeople about deals that have been inactive for more than 14 days.

Pipeline health check: the weighted value should be at least 3× the quarterly target, so that the plan works out with a typical win rate of 25–35%. A lower ratio signals an acute risk of missing the target — a signal to increase acquisition activities (cold calling, marketing campaigns).