Quick answer: A B2B sales pipeline shows where each deal stands, from first meeting to closed. A common set of stages, used in CRMs such as HubSpot, is listed below.
| Stage | What it means | Next action |
|---|---|---|
| Appointment scheduled | A first meeting or call is booked | Prepare questions on the client’s needs |
| Qualified to buy | The lead has a need, budget and authority | Agree on the problem to solve |
| Presentation scheduled | A demo or proposal meeting is booked | Tailor the demo to their problem |
| Decision maker bought-in | The person who signs is convinced | Share pricing and terms |
| Contract sent | The proposal or contract is with the client | Follow up and answer objections |
| Closed won | The deal is signed | Hand over to delivery or onboarding |
| Closed lost | The deal did not happen | Record the reason and learn from it |
The original list of stages is below.
Appointment scheduled
Qualified to buy
Presentation scheduled
Decision maker bought-In
Contract sent
Closed won
Closed lost
Frequently asked questions
What is the difference between a sales pipeline and a sales funnel?
A sales funnel shows how many buyers move from awareness to purchase. A sales pipeline tracks each individual deal and its stage.
How do I track a B2B sales pipeline?
Use a CRM such as HubSpot. Create a deal for each opportunity and move it through the stages as it progresses.