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B2B Pipeline Essentials

In the world of B2B sales, the traditional pipeline structure has been used for many years to manage the sales process from lead generation to closing deals. The pipeline structure is a systematic way to approach sales, with defined stages that help sales teams move prospects through the funnel towards becoming paying customers. In this blog post, we will discuss the traditional B2B pipeline structure, which includes four key stages: lead, MQL, SQL, and opportunity.

Stage 1: Lead

The first stage in the B2B pipeline is lead generation. This is the process of identifying potential customers who have shown some interest in your product or service. Leads can be generated through various channels such as inbound marketing, paid advertising, social media, and events.

Leads are typically people or businesses who have provided their contact information, such as their name, email address, or phone number, to show interest in your product or service. These individuals have not yet been qualified as potential customers, but they have shown some interest in what you offer.

Stage 2: Marketing Qualified Lead (MQL)

The second stage in the pipeline is the marketing qualified lead (MQL). At this stage, the prospect has been further qualified by marketing efforts, such as email campaigns, webinars, or content downloads, which have shown a higher level of interest in your product or service.

Marketing qualified leads have shown some level of engagement with your brand, and have met certain criteria that have been established by the marketing team. These criteria might include specific actions taken by the prospect, such as visiting a certain number of pages on your website or downloading a whitepaper.

Stage 3: Sales Qualified Lead (SQL)

The third stage in the B2B pipeline is the sales qualified lead (SQL). At this stage, the prospect has been further qualified by the sales team, and has been determined to be a potential customer who is ready for further engagement.

Sales qualified leads have shown a high level of interest in your product or service, and have been deemed a good fit for your offering based on factors such as budget, timeline, and need. The sales team may engage with SQLs through personalized outreach, such as phone or email, to further understand their needs and educate them about the product or service.

Stage 4: Opportunity

The final stage in the pipeline is the opportunity stage. At this point, the prospect has become a qualified opportunity, meaning they are a potential customer who has expressed a strong interest in purchasing your product or service.

The opportunity stage is where the sales team will typically focus on closing the deal. This may involve negotiating the terms of the sale, providing a proposal or contract, and answering any remaining questions or concerns that the prospect may have.


The traditional B2B pipeline structure is a proven methodology that has been used by sales teams for many years. By breaking the sales process down into four key stages - lead, MQL, SQL, and opportunity - the pipeline structure provides a systematic way to approach the sales process and move prospects through the funnel towards becoming paying customers.

However, it's important to note that the pipeline structure is not a one-size-fits-all solution. Each business may have unique needs and processes that require customization to fit their specific sales cycle. By understanding the pipeline structure and tailoring it to your business, you can create a sales process that effectively moves prospects towards becoming loyal customers.

Both sales and marketing are involved in different stages of the B2B pipeline.

Marketing typically owns the lead and MQL stages of the pipeline, which involve generating interest and awareness for the company's products or services, and then qualifying leads based on marketing criteria. Marketing teams use a variety of tactics such as content marketing, email marketing, social media, and advertising to generate and nurture leads.

Sales, on the other hand, owns the SQL and opportunity stages of the pipeline, which involve further qualifying leads based on sales criteria, and then engaging with them directly to close the deal. The sales team uses tactics such as personalized outreach, demonstrations, proposals, and negotiations to convert qualified leads into paying customers.

While marketing and sales may have different responsibilities in the pipeline, it's important for both teams to work closely together to ensure that the pipeline is functioning effectively. Effective communication, collaboration, and alignment between marketing and sales are essential to ensure a smooth handover of leads and to maximize the potential of each stage of the pipeline.

Getting the most out of your leads

Keeping track of all the various data points a business may have can be a daunting task. This article will highlight why tracking leads should be at the top of a business' priority list. Tracking leads is the process of monitoring and managing the progress of these potential customers as they move through the sales funnel. It's essential for businesses to track leads because it helps them understand their customer base better, improve their sales processes, and ultimately drive revenue growth.

Here are some reasons why businesses should track leads:

1.  Identifying Potential Customers

Efficiently identify potential customers who are interested in products or services. By keeping track of who is visiting their website, attending their events, or engaging with their social media posts, businesses can identify people who are more likely to become customers. This helps them focus their sales efforts on the right people, instead of wasting time and resources on people who are unlikely to buy.

2.  Nurturing Relationships

Nurturing relationships with potential customers is often a top priority. By keeping track of their interactions with potential customers, businesses can personalize their communication and offer relevant information at the right time. This helps build trust and rapport with potential customers, which can eventually lead to a sale. According to a survey by HubSpot, personalized emails improve click-through rates by 14% and conversion rates by 10%.

3.  Improving Sales Processes

Successfully identify bottlenecks in the sales process. By monitoring the progress of potential customers through the sales funnel, businesses can identify areas where potential customers are dropping off and adjust their sales processes accordingly. For example, if a large number of potential customers are dropping off after a product demo, the business may need to improve their product demo to better showcase the product's features and benefits.

4.  Measuring Marketing ROI

Measure the ROI of marketing efforts. By keeping track of which marketing channels are generating the most leads and which leads are converting into customers, businesses can adjust their marketing strategies to focus on the channels that are most effective. This can help them optimize their marketing spend and drive revenue growth.

5.  Increasing Revenue

Ultimately, tracking leads helps businesses increase revenue by identifying potential customers, nurturing relationships, improving sales processes, and measuring marketing ROI. According to a study by the Aberdeen Group, companies with strong lead nurturing programs generate 50% more sales-ready leads at 33% lower cost per lead.

Lead tracking is essential for businesses that want to grow revenue and build strong relationships with their customers. By identifying potential customers, nurturing relationships, improving sales processes, measuring marketing ROI, and ultimately driving revenue growth, businesses can achieve long-term success in today's competitive marketplace.


  • HubSpot, "The Ultimate List of Marketing Statistics for 2021"
    Aberdeen Group, "Lead Nurturing: The Secret to Successful Lead Generation"