Rodok
Abderrazzak AbouyaalaA sales pipeline is the list of all your open deals, sorted by the stage each one has reached, from first contact to won or lost. When people ask "what is pipeline in sales", this is the answer: the deals in progress, and how much revenue they could bring in if they close.
Why a pipeline matters
A pipeline shows what is coming. It tells you which deals need attention today, how much revenue to expect and whether you have enough deals to hit your target. Without one, selling runs on memory, and deals quietly go cold because nobody wrote down the next step.
Typical pipeline stages
Stages should match how your buyers actually move. A common B2B set looks like this:
| Stage | What it means |
|---|---|
| New lead | Someone who might fit, not yet contacted |
| Contacted | You have reached out; no real conversation yet |
| Qualified | A call showed a real need, budget and timing |
| Demo or proposal | The buyer has seen the product or a price |
| Negotiation | Terms, security reviews and approvals |
| Won or lost | The deal is closed either way |
Rename these freely. A few stages you trust beat ten that nobody updates. Give each a clear exit rule, such as "a quote was sent".
Pipeline coverage
Pipeline coverage compares the value of your open pipeline with your target. If you need $100,000 in new revenue this quarter and have $300,000 of qualified pipeline, coverage is 3x. The right ratio depends on your win rate: if you win one deal in four, you need about four times the target. Try it in the pipeline coverage calculator, and see pipeline generation for how to fill it. The numbers here are only an example.
Pipeline vs funnel
The two words overlap. A funnel describes the shape of the whole journey, wide at the top and narrow at the bottom. A pipeline is the working list of real deals and where each one stands. Teams use "funnel" for marketing and "pipeline" for sales.
Common mistakes
- Stale deals. A deal untouched for 60 days is not pipeline. Close it or schedule a next step.
- Counting unqualified leads. Pipeline should hold real opportunities, or coverage looks better than it is.
- No next step on a deal. Every open deal needs a dated action.
The pipeline in Rodok
Rodok's CRM includes deals with stages you can rename, tasks for next steps, reports and forecasting. The Pro plan also fills the top of the pipeline: trackers find people showing a buying signal and sequences contact them.
Frequently asked questions
What is the difference between a lead and a pipeline deal?
A lead is a person who might be a customer. A deal enters the pipeline once you have confirmed there is a real opportunity worth tracking, such as after a first qualifying call.
How many stages should a pipeline have?
Most small teams do well with five to seven. Add a stage only when it changes what you do next.
What is a good pipeline coverage ratio?
It depends on your win rate. Divide 1 by your win rate to get a starting point, then adjust with your own history.
