Sales pipeline
The set of potential deals an agency is working, organised by stage from first contact to signed - a forward view of likely new revenue.
For example, an agency tracks prospects across stages - lead, discovery, proposal sent, verbal yes - and weights each by likelihood. A glance shows whether enough is in flight to hit next quarter's target, or whether it is time to ramp outreach.
Why it matters to agencies: a healthy pipeline is the early-warning system for revenue: it shows feast-or-famine swings weeks before they hit the bank account. Managing it stage by stage smooths the boom-and-bust cycle that wrecks agency cash flow and capacity planning.
A healthy pipeline carries roughly 3x your target in qualified opportunities, since not every deal closes; coverage below that warns of a gap ahead.
- A vanity pipeline stuffed with unqualified deals.
- No defined stages or exit criteria.
- Not tracking conversion between stages.
What is a sales pipeline?
The set of potential deals an agency is working, organised by stage from first contact to signed - a forward view of likely new revenue.
What are the stages of an agency sales pipeline?
Commonly lead, qualified, discovery, proposal sent, negotiation and closed - tailored to how your deals actually progress.
How do you forecast from a sales pipeline?
Weight each deal by its value and probability of closing, then sum - giving an expected-revenue view rather than a best-case one.
Why does pipeline matter for capacity planning?
It is a forward look at likely work, so it tells you when to hire or hold back before the workload actually lands.