Mastering Sales Pipeline Management: Boosting Efficiency & Revenue | SURF

Since the advent of widespread Internet access, sales and marketing departments have become increasingly data-focused. As a result, not only do we have more data to work with, but we also have far greater responsibility for what we do with that data. 

Having a reliable sales pipeline is crucial to the success of any enterprise. CSO Insights stated that “Executives are under more pressure than ever to understand the pulse of their business” and that the sales pipeline is at the center of most firms. 

To begin, let’s define a sales pipeline. 

A sales pipeline provides an overview of potential customers at any given point in the buying cycle. You can see how close a salesperson is to meeting their quota and how many deals they are expected to close in a given week, month, or year by looking at their sales pipeline. 

And what’s the best reason to upgrade your pipeline? 

It’s an increase in sales! 

The Harvard Business Review conducted a study showing that organizations with a structured sales process grew their revenue by 18% more than those without one. 

In addition, businesses who excelled in three pipeline techniques saw a 28% increase in revenue. 

In business-to-business sales, in particular, a strong sales pipeline enables you to: 

  • bolster your sales techniques, 
  • predict the future of the company, 
  • evaluate alternative methods of making sales for your company, 
  • plan for future sales and allocate resources to ensure their success, 
  • take stock of where you are in the current fiscal year, and 
  • find out where you stand in relation to your goals. 
  • aids in locating problem regions, and 
  • improves interactions with regular customers. 

In addition, concluding more sales deals and gauging the health and future of your business are both made possible by having a sales pipeline in place. 

Here are 9 tips for more efficient sales pipeline management. 

  1. Prioritize high-quality leads.

Examining your sales process in detail, you may find that it takes roughly the same amount of time to close each contract. 

Don’t waste time on things that won’t move the needle for you and your company; instead, focus on the highest-quality, highest-value leads you can find. 

You can quickly determine which leads are the most useful to your company by sorting your sales dashboard from high to low rather than by date. One way to determine whether leads are worth pursuing further is to examine the history of your sales interactions with each prospect. 


  1. Track KPIs for the pipeline

The sales pipeline you’re working with is dynamic and ever-evolving. As a result, you should keep an eye on the most important sales KPIs it generates, such as: 


  • Deals currently in progress 
  • The typical value of your open sales opportunities 
  • The typical success rate of your business deals. 
  • How quickly a deal is typically closed (sales velocity). 


  1. Regular reporting for the sales pipeline

Schedule time each week to look over these indicators, as they will provide you with a “at a glance” assessment of the state of your sales funnel and company. Keeping tabs on the numbers over time can also show you if your efforts to enhance the sales process are paying off. 


  1. Always make sure to follow up

Consumers now have more options than ever, so you must make it easy for them to select your product or service. When compared to the current average of almost eight, the number of sales calls required to clinch a contract in 2008 was only 3.68. 

To close a deal, top salespeople always follow up with potential customers. 

However, in practice, most sales professionals give up after making two calls, therefore it is crucial that you continuously follow up. 

You may remind yourself to follow up with a prospect by setting an alarm on your phone. One way to simplify things is to set up an automated follow-up sequence utilizing one of your sales email templates to contact leads at certain intervals (say, two weeks after the original phone conversation). 


  1. Analyze (and enhance) your pipeline procedures

What serves as an effective sales strategy today may not be as effective tomorrow. With the advent of GDPR and its effects on sales teams, this is truer than ever. 

The most effective sales teams routinely evaluate their processes to fine-tune and optimize their sales funnel and methods for optimum productivity and growth. 

From the initial sales speech to the cadence of your follow-ups and the specifics of your offers, every aspect of your sales strategy may be fine-tuned over time. 

The most effective strategy for adapting to these modifications is to identify potential bottlenecks or blocks in your pipeline and then devise solutions to remove them. You may then use the results of these tests to conduct smaller “sales experiments” in an effort to optimize individual steps. 

Your sales funnel will run like clockwork once you start making these adjustments one at a time. 


  1. Maintaining a steady stream of pipeline updates is essential.

The items in your sales pipeline are always in flux. We are constantly adding new leads, nurturing existing ones, and closing sales. 

Your sales funnel might become messy and chaotic if you aren’t diligent, reducing your efficiency and perhaps costing you sales. Keep accurate records of your leads by adding new information and comments as they progress through the sales cycle. 

You’ll have to put in more time managing administrative tasks, but if you utilize that time to weed out inactive leads and refresh contact information, it’ll be time well spent. 


  1. Establish a repeatable method of making sales

It’s tempting to believe that you need to tailor your approach to each individual customer in order to make a sale. In addition, your salespeople could be using a wide variety of outbound approaches. Whether it’s cold calling, making sales calls, holding one-on-one meetings, giving live demos, or following up, they are free to develop their own processes. 

Have you ever given thought to what characteristics your ideal consumers share? They probably have many of the same requirements and reasons for purchasing from you. 

If you standardize your sales process, you can turn this into an advantage. You may better serve your intended customers by tailoring your sales strategy to reflect these shared characteristics. 

In addition, the most successful sales teams do adhere to a defined sales procedure, which allows them to grow rapidly and secure repeat business. This is why improving the sales process is a major objective for one third of sales managers. 

The time and resources needed to implement sales strategies tailored to each individual client eat into profits. As your company expands, you may refine a scalable sales process that adheres to industry standards. 


  1. Provide your audience with further information

While most sales communication takes place over the phone or via email, prospects will likely need more in-depth information to determine if your product or service is a good fit for their company. 

Consider what information you can offer your leads at each pipeline stage to assist them retain your message and go on to the next. 

As leads go through the sales process, content becomes increasingly crucial. So, what exactly do you offer in terms of content?  


The sales funnel is the lifeblood of your company. Given this, it’s hard to put a price on its significance and value. Thus, your company stands to lose potential clients and revenue if you fail to effectively manage your pipeline. 

More than sixty percent of sales managers feel their organization performs a terrible job of managing their sales pipeline, so it’s likely that you, too, need to alter the way it functions. Implementing the best practices, we’ve outlined here will result in increased productivity, shorter sales cycles, and faster revenue generation for your company. 

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