How to build and manage a Sales Pipeline

Sales success comes from having a constant conversion of your sales pipeline in to paying customers.  Whether your focus is bringing in new business sales or up-selling and cross-selling new products and services to your existing customers, your sales pipeline management needs to be highly effective.

We like to think of an effective sales pipeline as being like picking ripe fruit from a tree.  The sales process in your business needs to incorporate a number of critical factors;

  1. your sales activity levels need to be high enough to generate a conversion rate that meets your sales targets.
  2. your conversion rate needs to be at it's optimum level, demonstrating sales ability.
  3. your average order value needs to be as high as possible, involving the sale of your high ticket items.
How to build and manage a sales pipeline

Do you have an aligned sales and marketing strategy?  It's important to understand that the role of marketing is fundamentally to provide the sales team with leads, and the role of sales is to convert those leads into paying customers, who grow to become loyal advocates for your business.

It all starts with the customer.  The customer must be at the heart of all of your decisions and processes.  If you haven't already built a customer profile or series of customer personas, then we'd advise that you do this.  We can of course help with this.  Once a clear understanding of the ideal customer profile is built, all sales pipeline processes must relate to what your customer needs, why they need, when they need it and what they are expecting to pay for it.

All sales leads should be well qualified.  Qualification relies on the sales person reviewing a series of criteria, to establish whether the sales lead is good enough to be entered into the sales pipeline, as a good prospect, where time and effort will be spent on converting the prospect.  Poor qualification often leads to low conversion rates and a great deal of wasted time and effort.

Sales activity demonstrates effort.  

Conversion rate demonstrates ability. 

What we cover on the course

"I really enjoy having our sessions faciliated by the Momentum team, because it allows me to spend quality time with my team as a colleague, and not their boss"


What is a sales pipeline and why is it so important?  Forecasting using the value of your sales pipeline.


Review your sales journey and identify areas for improvement and sales growth opportunity.


What's the difference?  And how can time and effort be saved with god qualification processes?


How to identify the most obvious opportunities for sales growth by reviewing your sales journey.


Review your customer touchpoints, including the style and method of communication.

CRM and KPIs

It's vital to track and measure progress continually, identifying opportunities for further growth.

Where is the course held?

We can deliver as a face to face workshop or in an online virtual classroom.  Either way, we keep the session highly engaging, participative and focussed on tangible outputs.

You'll also find that we offer the course as an open ticket event.

How long is the course?

As a face to face course, we recommend using a full day, which is 9.30am to 4.30pm.

As an online delivery in a virtual classroom, we recommend 2 sessions of  90 minutes.

As an open ticket event, we usually run the session for 2 hours.

Who facilitates the course?

We have a number of skilled and experienced facilitators who will deliver the course with energy and a commitment to making sure that everybody leaves with a solid plan for sales pipeline growth.

The sales pipeline session always gets great feedback!

Get in touch and tell us about how you think we can support you

Momentum South West

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