Sales Pipeline
Agency glossary · Updated July 2026
Definition
A sales pipeline is the organized view of every potential client an agency is pursuing, sorted by stage from first contact to signed deal. It lets the agency forecast revenue, spot bottlenecks, and see whether it has enough qualified opportunities to hit its goals.
Why it matters
Without a pipeline, new business is guesswork. A weighted pipeline, where each deal’s value is multiplied by its probability of closing, turns scattered conversations into a revenue forecast.
What to track
Stage, deal value, expected close date, and source, so you can compute win rate and see which channels actually convert.
Related terms
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