Sample Sales Lead Pipeline

Aaron Aldrich Updated by Aaron Aldrich

Here's a sample to help show you what a Sales Lead pipeline can look like

Here is a sample pipeline to get you started with a short explanation of each stage.  If you're having trouble, you can use this specific process.  But the real power comes in when you customize the pipeline to fit your sales process.
New Lead

This stage is exactly as it reads - it is a signal that a new Lead has entered your pipeline.  This could be from any source such as, your website, a referral, cold call, etc.

Usually if a Lead is generated by your own marketing efforts, then it will need to be assigned to a Sales Rep.  So the New Lead stage is a signal for the Sales Manager to make that assignment.

Once your Sales Manager makes that assignment, they should move the lead to the Assigned stage by simply clicking the Stage.


This stage means that the Lead has been assigned to one of your Sales Reps and they should begin following up.  They’ll be able to see the customer and contact details in the Details tab on the right hand side.

Once they've made contact and have the details from the potential client, they should progress the Lead to the Contacted stage.

It is also important to add Notes to keep things straight, and keep the team informed.


This stage means that the Lead has been contacted, and the Sales Rep has gathered all the info they need, and the project is ready to be quoted.

Depending upon the estimating process in your shop, the Sales Rep may prepare their own Quote, or assign a Task for the Estimator to prepare the Quote based on the details that have been gathered.

Once quoted, the Lead is moved to the Quoted stage.

Assign a Task for someone else to estimate


This is the last stage in the actual sales process.  It means the Quote has been sent to the customer.  It is recommended that the Sales Rep follow up until they get a response from the client.

If you win the Quote, then the Sales Rep will convert the Quote to a Sales Order and marked the Lead as WON.

If the client decides not to move forward with the Quote, the Quote should be marked as LOST.  Also the Lead should be marked as LOST in order to remove it from the pipeline.

On Hold

This stage is not a part of the sales process.  It is a placeholder for deals that may be on hold.  For example, maybe the client has decided to put the potential project off for several months.

Rather than marking this Lead as Won or Lost, you can make sure it stays on the radar for the Sales Reps to check in on occasionally.

Here are some tips for setting up your pipeline for success:

Use the past tense.

To make sure everyone within your team understands all stages, and can sort Leads into the right stage, make sure you use past tense when creating new names.

Example: Site Survey Completed instead of just Site Survey; otherwise it's difficult to understand whether the Stage is completed or needs to be completed. 

Create stages that match your customers' buying process.

It’s important to consider your customer's journey when setting up your pipeline stages - how do they buy from you?  What steps need to happen in the process?  That is usually the best way to outline your own selling process.

Update the stages later.

Sometimes with new tools we have a tendency to over-complicate things.  Sales Leads is a simple, easy to use tool - so keep it that way.

Do not overthink it.

Start small.  It’s super simple to change the stages in your pipeline later - if you find out your current stages are confusing, or you need to add a new one.

How helpful was this doc?

Sales Lead or straight to Quote?

What is a CRM system?