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JWPM Consulting

Sales pipeline

22 March 2020

What is a sales pipeline?

Also known as a Sales Funnel, Marketing Funnel, Opportunity Pipeline - call it what you like but a sales pipeline is a means of tracking multiple potential buyers as they progress through different stages in the pre-sales process.

Sales pipelines are now being applied to a number of marketing disciplines and heavily to online lead generation, however they originated in the world of solution selling where after initially identifying a sales opportunity a number of processes and steps were required to progress them to a sales order. The steps could stretch over many weeks, months or years.

Sales Pipelines are used to track the results of new business acquisition activity (sales work) for a variety of reasons...

  • To keep track of multiple sales opportunities
  • To make decisions as to where to focus sales effort
  • To provide a means of forecasting future sales revenue
  • To provide data for resource planning


The one that got away

The tracking of multiple opportunities each at different stages of progression becomes unwieldy, particularly when a sales team consists of multiple people.

Anyone who has worked in such an environment will have experienced the opportunities that seemed to have gone to sleep but while everyone was focused on something shinier, came to life and slipped through the gate.

Sales pipeline management is a discipline that (when used properly) tracks all opportunities to monitor their current status, including those that appear to be stalled. A typical question in the sales meeting (where the pipeline forms the centre piece for discussion) is "when did we last speak to them?" A few months without contact (because we've been busy with something else) would be a red flag.

The following example is typical of solution selling (bidding for projects that include design or development as a significant component of the project. Also known as Design and Construct projects)...




General description of the Sales Pipeline concept

The first concept to note is that sales pipe lines generally track multiple projects. The plurality of projects is necessary as the number of projects emerging as sales at the narrow end of the pipeline is much less than enter the wide end.

Projects are eliminated as they progress through the various stages for various reasons...

  • Not suitable: initially a sales opportunity may come on to the sales team's radar but on closer examination is deemed unsuitable, particularly if it strays too far from matching the ideal customer profile.
  • Failure to identify a project: While initially the sales opportunity may appear a suitable candidate for the type of project work the organisation delivers, discussion with the customer fails to identify a future need.
  • Failure to request a bid: The customer agrees the need for a project and the details of a potential project are clarified however the customer is not ready to commit to receiving a proposal. This may be for budget reasons, the organisation is about to go through extensive changes "this is not a good time", or the project proponent within the organisation moves to another organisation. There can be many reasons.
  • Capture planning rejects the opportunity: Capture planning is the process of deciding to BID or not, and working out HOW to win. The decision may be made to reject the opportunity because it fails the firms assessment criteria. For example it may be determined the probability of winning is too low to justify the cost of bidding, the project has uncontrollable risks, the contractual terms are too draconian, or the firm doesn't have the spare capacity to take on the project and deliver in the required time frame.
  • The bid was unsuccessful: Bidding is a competitive process - there can only be one winner.

Sales pipeline management

Sustainable success requires that firms regularly spit successful sales order out of the end of the pipeline to keep feeding their business operations.

Despite the reality that considerably less sales orders emerge out the end of the pipeline than are fed into the start, the firm must have a degree of certainty that a steady stream of orders will be generated (ideally growing steadily over time). The future growth (or survival) of the organization depends on it.

In addition, particularly in solution selling (project work and contacting) opportunities can have long sales cycles taking months or even years to progress from first identification to signed contract. Hence, sales pipeline management ensures opportunities are continuously being identified and progressed to avoid a future drought.

Sales Pipeline Management is the process of regularly analyzing the pipeline to forecast future sales to inform resource planning and to direct sales and marketing activities to ensure that the required number of projects are progressing through the pipeline to meet sales targets.

Sales Pipeline stages broad principles

The number of stages and their description is customised to each firm's view of the world but follows general themes...

  • Probability of project success progressively increases: The certainty of each sales opportunity is very low at the start and increases as the opportunity progresses through the sales pipeline.
  • More opportunities at the start than at the end: This is where the pipeline gets its funnel shape; the funnel concept is indicative that the firm needs to be tracking a greater number of opportunities at the beginning of the funnel to allow for the progressive elimination of unsuitable opportunities.
  • Stages are clearly defined: Each stage should be devised such that a clear definition is possible. Projects sitting at each stage must conform to the stage definition.
  • Progress gates are unambiguous: The criteria required to move a project to the next stage must be clear and consistent. The management team and senior executives should have a agreement about what each stage means. Effective forecasting and trust in the quality of the information is compromised if projects are listed in the wrong stage.
  • Neither too many nor two few stages: The tendency to over think the Pipeline stages must be avoided.
  • Variation between firms: Not every firm uses the sames Sales Pipeline. Definitions will very. I have witnessed pointless arguments when new hires join a firm and argue about pipeline definitions. Consistent understanding within the firm is what is important. Not to say that definitions shouldn't be varied if they can demonstrate improved process.


Feeding the sales pipeline

Lead Generation and Sales Prospecting: Not strictly a stage in the pipeline, however it is implicit in the sales pipeline concept that opportunities need to be identified as a means of feeding the pipeline. There are 3 primary sources of leads...

  • Existing customers: Firms that you have already done business with are by their nature already "qualified" sales prospects.
  • Lead Generation: Marketing communications are used to generate sales leads that are received by the sales team.
  • Prospecting activity: Sales teams should maintain "an ear to the ground" leveraging their networks to obtain early intelligence regarding possible upcoming projects and identifying firms that fit their ideal customer definition. Sales prospecting is a whole topic that is too big to go into here.

Sales pipeline management includes regular reviewing the projects sitting at various stages in the pipeline and ensuring that new opportunities are constantly being identified and added to the pipeline.


Sales Pipeline stages examples and explanation

  • Suspect: A suspect is a sales lead that upon initial inspection comes near to fitting a firm's "ideal customer" definition. For example, a ship building enterprise would have a fairly clear understanding of the type of customer that buys ships. "Ships" of course is a broad term with many sub-segments based on tonnage and purpose. A firm that builds prawn trawlers for example would have a clear understanding of companies that operate prawn boats and as such these firms would fit their ideal customer definition. As is often the case in B2B markets, it wouldn't take long for a ship building firm to identify all of the potential customers matching their ideal customer definition. The sales task would be to maintain regular contact and relationship building with these firms to ensure early identification of opportunities to enable plenty of time to maneuver into a strong position before the bid. The key test is that the sales prospect is a close fit with your firm's ideal customer definition.

  • Qualified lead: It's one thing to identify a potential lead (suspect) however to warrant more attention by the sales team the lead needs to be qualified. Qualification is the process of making contact with the sales prospect and establishing if they are interested in what your firm has to offer, but are not ready to engage in a sales conversation about a specific project. The sales prospect may be receptive to meeting you and even be receptive to a credentials presentation. Clearly they wouldn't invest the time unless they saw a need and were interested in understanding your value proposition. This makes them more likely to buy in the future. The key test is achieving a face-to-face meeting and receiving a positive response.

  • Identified project: Once the sales prospect has both been qualified AND has defined a potential project, the sales opportunity moves into the "identified project" stage. However, the customer is not ready to receive a proposal. The key test is the identification of a project to which a scope, budget and approximate timing can be estimated, and which the client has indicated is under consideration.

  • Bid request: After a period of schmoozing and encouragement, the customer strengthens their resolve and commits to becoming serious about moving forward - they have finalised a requirements specification (hopefully with your help) and request a proposal. Game on. The key test is clear; the customer is calling for proposals.

  • Bid submitted: After the bid team has slaved over the bid and in the last few days, worked through the night, the bid is submitted. Now you wait. During this time some clarification on details may be requested (a good sign).

  • Contract negotiation: In solution selling (again, depending on the value of the project) the customer will normally enter into contract negotiations with the vendors that have put forward the most attractive bids. Sometimes they are only negotiating with you.

  • Sales order: All going well, you will receive a sales order.


Why do we call it a pipeline?

The fundamental concept is that the average time to progress an opportunity from first being identified to eventually resulting in a sales order takes an average length of time. This is referred to as a sales cycle. The sales cycle will vary depending on the industry and project size. For example the average sales cycle for a ship building project might be 2 to 3 years. For a software development project it might be 6 months.

Once the average sales cycle is established firms know how to read their sales pipeline. If sales orders are looking a bit skinny the first question is going to be "what's coming down the pipeline?" if the answer is "not much " they know that intensive sales work may not result in immediate orders because the opportunity has to get through the pipeline.

Keeping the pipeline full is the key objective of sales pipeline management.


Sales Pipeline analysis and Go Get Rates

Every opportunity listed in the sales pipeline (at all stages) has an estimated value. The sales team estimates the value of each opportunity (the final invoiced value assuming that the firm wins the project and delivers it successfully).

However, each opportunity also has some uncertainty about proceeding (the potential client may decide not to proceed) and the firm is competing against other firms for the work.

To provide a more meaningful estimate of the project's future value to the firm the estimated project value is discounted by using a Go Get rate...



As each project progresses through the pipeline the GoGet rate and estimate of project value is revised based on newer, more accurate information. In general the GoGet rate should improve at each step. Occasionally, the chances diminish.

In general, if you know the customer has called for five bids and you have minimal intelligence and minimal relationship with the customer the best you can say is that your Get Rate is 20% - in other words it's a lottery.


Sales forecasting

While the forecast value of each project may vary considerably in accuracy, taken as a group (you may have 10 to 20 opportunities (say) listed under Identified Projects), the total forecast value tends to even out and is a fairly reliable indicator of expected future sales revenue.

Thus, sales pipeline management can be used to forward plan expected workloads to enable resource planning.

Sales pipeline software

The sales pipeline can be set-up manually. In the old days some sales offices used a large planning board with movable opportunity labels. Spreadsheets are also used.

However, many CRM software applications have built in Pipeline capabilities.

One that is built around the sales pipeline concept is called PipeDrive which is particularly good and includes GoGet Rates and automatically totals forecast values.

Sales pipeline - summary

Sales (or business development) can be nebulous. Where as other departments or functions within the business by comparison operate to more codified and measurable outcomes, sales activities less so.

However, the sales pipeline is a primary tool for providing analysis by which future outcomes can be predicated and sales activity can be directed to deliver outcomes.


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Further reading

Solution Selling - building a better sausage machine
Introduction to capture planning
Capture planning - hooking the big fish

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