How to Create a Sales Pipeline for B2B Technology

08 November 2023

How to Create a Sales Pipeline for B2B Technology

The sales pipeline is a crucial tool for any business, especially in the B2B technology sector. It provides a visual representation of the sales process, from the initial lead generation to the final sale. This tool helps businesses to track their sales, identify bottlenecks, and improve their sales process. In this guide, we will explore how to create a sales pipeline for B2B technology.

Understanding the Sales Pipeline

The sales pipeline is a systematic and visual approach to selling a product or service. It represents the journey that potential customers take from the first point of contact to the final purchase. The pipeline is divided into stages, each representing a step in the sales process.

For B2B technology companies, the sales pipeline might include stages like lead generation, initial contact, needs assessment, proposal presentation, negotiation, and closing. Each stage requires different strategies and skills, and understanding these stages is the first step in creating a sales pipeline.

Steps to Create a Sales Pipeline

Define Your Sales Process

The first step in creating a sales pipeline is to define your sales process. This involves identifying the stages that a potential customer goes through from the initial contact to the final sale. The stages may vary depending on your business model and the nature of your product or service.

For a B2B technology company, the sales process might start with lead generation through marketing activities. The next stage could be initial contact, where the sales team reaches out to the potential customer to establish a relationship. This could be followed by a needs assessment, where the sales team identifies the customer's needs and how your product or service can meet those needs.

Identify Key Activities in Each Stage

Once you have defined your sales process, the next step is to identify the key activities in each stage. These are the actions that move a potential customer from one stage to the next.

For instance, in the lead generation stage, key activities might include content marketing, social media marketing, and email marketing. In the initial contact stage, key activities might include cold calling, email outreach, and networking events.

Set Goals for Each Stage

Setting goals for each stage of the sales pipeline is crucial for tracking progress and measuring success. These goals should be specific, measurable, achievable, relevant, and time-bound (SMART).

For example, in the lead generation stage, a goal might be to generate 100 new leads per month. In the initial contact stage, a goal might be to contact 75% of the new leads within one week of generation.

Managing and Improving Your Sales Pipeline

Track Key Metrics

Tracking key metrics is crucial for managing and improving your sales pipeline. These metrics provide insights into the effectiveness of your sales process and help identify areas for improvement.

Some key metrics to track include the number of leads at each stage, the conversion rate from one stage to the next, the average time a lead spends in each stage, and the overall sales cycle length.

Use CRM Software

Customer Relationship Management (CRM) software is a valuable tool for managing your sales pipeline. It allows you to track leads, manage customer information, monitor sales activities, and analyze sales data.

There are many CRM software options available, ranging from simple, free tools to complex, enterprise-level solutions. When choosing a CRM, consider your business needs, budget, and the software's integration capabilities with other tools you use.

Regularly Review and Adjust Your Sales Pipeline

Your sales pipeline is not a set-it-and-forget-it tool. It needs regular review and adjustment to reflect changes in your business environment, customer behavior, and sales strategies.

Regular reviews allow you to identify bottlenecks in your sales process, adjust your strategies, and keep your sales pipeline aligned with your business goals.


Creating a sales pipeline for B2B technology involves defining your sales process, identifying key activities in each stage, setting goals, tracking key metrics, using CRM software, and regularly reviewing and adjusting your pipeline. By following these steps, you can create a sales pipeline that helps you manage your sales process, improve your sales performance, and grow your business.

About the author
Arnaud Belinga
Arnaud Belinga
Arnaud Belinga is the Co-Founder & CEO at Breakcold. He talks about Sales CRM use, marketing & sales. He loves Surfing 🏄‍♂️ & Skateboarding 🛹️.
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