Pipeline
Pipeline - sales funnel in CRM: transactions by stages from “new lead” to “payment”. Shows where deals are stuck and how much money is “in the works.”
Pipeline is a sales funnel in CRM, a set of stages through which a deal goes: “new lead” → “contacted” → “sent a proposal” → “negotiations” → “payment”. Unlike the marketing funnel, the pipeline lives in the sales department and is counted in money.
Pipeline shows what is not visible in advertising accounts - where exactly the money gets stuck. If 80 deals are stuck at the “sent CP” stage, the problem is not in traffic or creatives, but in the CP itself or in the speed of response. A marketer who looks only to the lead will not see this hole.
For marketing, the pipeline is a source of honest feedback about the quality of leads. Leads reach payment - the channel is good. Leads fall off en masse at the very first stage - the channel drives irrelevant traffic, even if the CPL is good. Therefore, I consider the connection of advertising with CRM mandatory - about this article about CRM marketing.
Frequently asked questions about Pipeline
What is a pipeline in sales?+
Why should a marketer monitor the pipeline?+
Related terms
Where is it understood in practice?
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