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Tips for Improving Your Sales Opportunity Pipeline

Harness the Right Sales Opportunities for Success

If you have been in sales for any time you’ll know the importance of effectively managing your sales pipeline(s) in order to reach revenue objectives. Creating a healthy sales opportunity pipeline will help you track and prioritise sales opportunities, move prospects through the buyer’s journey, and ultimately help you increase sales revenues.

In this high-level overview, we’ll dive into the stages of a successful sales process and provide actionable advice to ensure your pipeline stays healthy. Understanding how to align your sales efforts with marketing teams through lead-generation strategies that are tailored to customer personas and their individual buying journey is key to success.

Even the most experienced sales professionals can find new ways to optimise their approach and gain greater success from their team’s efforts.

Implementing effective pipeline management techniques and enabling sales teams with content marketing assets across multiple channels of outreach, is almost guaranteed to improve performance metrics such as conversion rates and average deal size.

So let’s dive into the world of successful Sales Pipeline Management!

What is a Sales Opportunity Pipeline?

There are frequent studies showing that B2B buyers conduct extensive product and competitive research long before they contact potential suppliers (Gartner example).

Not everyone who visits your website, or other online channels, will become a customer – that’s pretty obvious! Sales teams have traditionally concentrated on:

  • Leads – but it’s not clear yet how interested or viable they are as potential customers.
  • Prospects – There’s a likelihood that this contact would benefit from your product or service and shows interest in learning more and might even have provided contact details.
  • Opportunities – This person or company has declared their interest and there’s a strong likelihood that they could become a customer. They have identified a need and there’s a good chance that your product or service fits their need.

So, a sales opportunity is a qualified contact. They have expressed interest in your product or service, spoken with or made contact with you (or someone on your team), and are interested in learning more (via a presentation, demo, trial or pricing request, for example).

Align the typical steps of your buyer’s journey with the stages of your sales opportunity pipeline.

Improving your sales opportunity pipeline focuses on enhancing your chances of becoming their supplier as you might not be their only choice.

But don’t forget: many of your sales opportunities might already be customers of your competitors – they have already declared their interest, so they are already pre-qualified!

Defining Your Target Audience

Identifying your target audience is the first step in any successful sales opportunity pipeline. Understanding your potential prospects and understanding why they might need your products or services will help to formulate marketing messages that appeal to them.

There’s little reward in filling your sales team’s time chasing poor leads – they are more effective when using their skills to help “opportunities” become customers.

Conducting market research is key to understanding the needs of potential customers. Gathering intelligence through polls, chats, panels and other approaches can help you to discern what customers are searching for in a product or service.

One of the best sources of qualitative market research is your existing sales and customer services teams. Gathering such data and insights will help most companies tailor their offerings to suit customers’ needs and requirements.

An Ideal Customer Profile (ICP) and Buyer Persona

– related concepts, but not the same thing.

An ICP is a description of the type of company or organisation that is the best fit for a B2B product or service. It includes firmographic information such as:

  • company size
  • annual revenue
  • industry and if possible, their segment
  • geographic location
  • status and structure (B2B, B2C, DTC, online/offline, etc)

. . . plus other characteristics that make them a good match for your product or service. Defining your ICP is an effective way to target marketing and sales efforts toward the most promising prospects.

On the other hand, a Buyer Persona also referred to as an Ideal Person Profile (IPP), is a detailed description of the individual(s) within a company who are involved in the buying process. This includes information such as:

  • job titles/roles
  • day-to-day responsibilities
  • pain points
  • aspirations and motivations
  • decision-making criteria

Buyer personas are used to tailor sales and marketing efforts to the specific needs and preferences of each person. More often than not you will be satisfying the needs of individuals within buying teams. Sometimes there will be people who don’t like change and thus will have a negative influence on any potential decision to purchase.


So, while both an ICP and a buyer persona are used to inform sales and marketing strategies, an ICP is more focused on the company-level characteristics of the target market, while a buyer persona is more focused on the individual-level characteristics of the people who are involved in making purchasing decisions.

Use Your Existing Data to Gain Insights Into Your Ideal Customer

Creating ICPs and buyer personas based on data-driven insights helps marketers understand how best to reach their target audience. Identifying their potential pain points that could be solved by your product/service can then be used for more effective messaging and campaigns. It will also help you to differentiate your offering.

Analysing customer behaviour patterns helps you identify common characteristics among buyers such as buying habits or loyalty levels. Understanding these trends allows companies to adjust their strategies accordingly in order to maximise conversions and increase ROI from each campaign. For example, if most potential customers purchase within 24 hours of seeing an ad then you should consider running shorter campaigns with more frequency rather than longer ones less often.

Once you have a comprehensive grasp of the intended audience, you can then start to evaluate competitors and establish a differentiated value proposition. As you can see, by conducting market research, crafting buyer personas based on data-driven insights, and analysing customer behaviour patterns, companies are more able to identify their ideal customers and create effective strategies for reaching them.

Key Takeaway: Through research, data-driven insights and analysis of customer behaviour patterns, businesses can identify their target audience and tailor marketing campaigns to maximise conversions. In other words, “know thy consumer” is the key to a successful sales opportunity pipeline.

Use Competitive Analysis to Refine your Unique Value Proposition

Carrying out a competitive assessment is fundamental for SMEs that want to differentiate themselves from their competitors. Discovering direct and indirect rivals allows you to grasp how other companies are positioning themselves, as well as how they contrast with each other.

By analysing competitor strengths and weaknesses through a quick SWOT analysis, you can gain insight into where there might be gaps or opportunities that you can capitalise on with your unique value proposition (UVP).

Your UVP should obviously focus on what sets you apart from the competition. Consider these factors for example:

  • pricing structure
  • customer service, including onboarding new customers
  • product or service quality
  • delivery timescales
  • product features or services offered

Slight modifications can make your business more attractive than others. Sometimes you’ll find that “we’ve always done it that way” is not the most compelling or compelling reason to do things.

Market Trends and Emerging Technologies

It’s also important to consider market trends and emerging technologies when crafting a UVP so that it remains relevant over time. For example, if most of your competitors are offering traditional marketing solutions but you specialise in digital marketing services like SEO optimisation or social media campaigns then this could be an area where you have an advantage over them. But that will depend upon the digital maturity of your target market. Perhaps there’s an opportunity for digital transformation services?

It’s essential to bear in mind that diverse customers will have different desires and inclinations, so it is critical to customise your UVP as necessary. This means taking into account your ICP when creating content for specific audiences or markets. Additionally, consider using data-driven insights such as A/B testing or surveys to further refine messaging around specific target groups within those markets; this will help ensure maximum impact with each campaign launch.

Creating a unique value proposition that differentiates your business from its competitors is an essential part of constructing an effective digital marketing strategy. To further enhance the sales opportunity pipeline, it’s important to identify both demand generation and lead generation channels which are best suited for your business.

Your marketing messages for demand generation (creating demand) and lead generation (capturing existing demand) should focus on the potential buyer’s needs at their particular stage within their overall buying journey. More below . . .

Identify Lead Generation Channels

Lead generation is the essential process of identifying and targeting potential customers in order to drive sales. It still involves understanding customer needs, researching target markets, and using a variety of channels in order to attract prospects who are ready to buy*. Identifying effective lead-generation channels is essential for businesses looking to grow their customer base, especially in the short term.

*Research from the B2B Institute suggests that less than 95% of B2B buyers are “in-market” for relevant purchases at any one time

Clearly defined inbound vs outbound marketing strategies enable effective demand generation – together with helping to capture existing demand.

Understanding inbound vs outbound marketing strategies can help businesses identify the most suitable lead generation channel for their product or service.

Inbound marketing focuses on attracting customers through content creation such as blogs, videos, and social media posts that are tailored towards the interests of potential buyers.

Outbound marketing uses more traditional methods like sales outreach or direct mail campaigns to reach new audiences. Both approaches have pros and cons depending on the product or service being offered.

“Pick up the phone and call people, it’s a numbers game” – is no longer as effective as it used to be in the heyday following Alec Baldwin’s phrase “Always Be Closing” as the main antagonist, Blake, in the seminal 1990’s film Glengarry Glen Ross.

Creating high-calibre content such as blogs, articles, infographics, and webinars is a great way to generate leads. This kind of content not only boosts credibility but also furnishes prospects with relevant information about the goods or services on offer.

Emailing targeted, personalised offers to existing customers, as well as existing prospects, can be a powerful tool for lead generation. Just be careful that the emails you send, are the sort that you wouldn’t mind receiving. There’s almost nothing worse than sending an email that somehow causes offence or creates a bad feeling about your brand.

Lead generation channel identification is a key part of any successful digital marketing strategy. Understanding inbound vs outbound strategies as well as using tools and techniques such as email campaigns, marketing automation and content marketing can help to ensure success.

Moving on from this, developing an effective demand generation strategy requires engaging content that speaks directly towards each stage of the buying cycle along with automation tools like chatbots and drip campaigns for personalised outreach efforts.

Key Takeaway: Lead generation is essential for businesses looking to grow their customer base and involves utilising both inbound and outbound marketing strategies. Crafting high-calibre content, leveraging email campaigns, attending trade conference events, as well as building relationships can help generate leads quickly and efficiently.

Developing a Demand Generation Strategy

Developing an effective demand-generation strategy is essential for any business looking to increase leads and convert them into customers. The key to success lies in creating engaging content that speaks directly towards each stage of the buying cycle, utilising automation tools such as chatbots or drip campaigns, and personalising outreach efforts through targeted messaging.

The challenges ahead:

  • How do you stand out in a sea of noise?
  • How do you reach the right people at the right time?
  • How can AI and martech tools help with pipeline generation?
  • What messaging will truly differentiate your value proposition?

It’s clear that high-quality, intentional messaging provides better opportunities than high-volume spray and pray outbound motions.

Maybe your messaging is attracting the wrong audience?

Your product is designed to solve a problem. Most of the time, businesses don’t come looking for a solution unless they have a specific problem that they need to solve.

When creating content for a demand generation strategy, consider the buyer’s journey from start to finish. It’s important to recognise what potential purchasers are searching for at each stage of their decision-making process. Then you can provide them with important informative content that will help them by answering the questions they might have.

Providing case studies on successful projects is also a great way to show potential clients/customers how your services have helped other companies achieve success.

Automation tools like chatbots and drip campaigns can also play an important role in developing a successful demand-generation strategy. Marketing automation can help by streamlining processes and reducing manual labour while still delivering personalised messages tailored specifically towards individual customer needs.

Chatbots also enable businesses to respond quickly and accurately when many people have the same questions or need assistance during their research phase. AI-based tools can allow teams to focus more time on nurturing relationships rather than constantly answering repetitive enquiries.

Attending conferences and trade shows allows you to interact directly with potential customers while building relationships that could possibly turn into long-term partnerships over time when nurtured correctly.

Finally, personalising outreach efforts through targeted messaging is crucial for any effective demand-generation strategy. By segmenting your contact list according to ICP and buyer persona data you can customise marketing messages specific towards certain groups. This helps to make sure they feel valued as individuals instead of generic mass emails sent out en masse.

Taking this extra step shows prospects that you understand their needs and value them as potential customers, greatly increasing the chances that they will choose your products or services over your competitors.

Developing a demand generation strategy is essential for any business to reach its goals and maximise medium to long-term sales opportunities. It’s worth ensuring that your CRM system is configured to meet your needs. By taking time to further optimise your sales processes and leveraging data analytics it will help to increase both your efficiency and customer satisfaction.

Key Takeaway: To effectively generate demand, businesses should create engaging content tailored to each stage of the buyer’s journey and utilise automation tools such as chatbots and drip campaigns. Additionally, personalising outreach efforts through targeted messaging is essential for any successful demand-generation strategy in order to stand out from the competition.

The Importance of an Effective CRM System

A CRM system is a crucial tool for any business, providing the means to maintain connections with customers across their entire experience with your company. Streamlining processes between departments is vital to ensure that customer service and satisfaction are top priorities, while also helping reduce operational costs.

Making sure your CRM is configured to suit your marketing and sales processes is key to success.

An effective CRM system can provide insights into customer buying behaviour by tracking key performance indicators (KPIs) across different stages of the sales funnel and analysing the different sources of traffic coming to your website. This allows you to identify opportunities for improvement and optimise your opportunity pipeline accordingly. Additionally, evaluating cost per acquisition (CPA) enables you to measure the return on investment (ROI) from each marketing campaign and adjust strategies to maximise profits over time.

Ultimately, having an efficient CRM system will help increase productivity while improving customer experience; obviously critical for any business looking to stay competitive in today’s market landscape. One of the biggest challenges that many marketers report, according to HubSpot, is leveraging their CRM to its fullest potential.

All too often, a big challenge includes convincing marketing and sales teams to adopt a new way of working. It’s important from the outset that a clear strategy is outlined so it doesn’t become a black hole. When successfully implemented, a CRM system collects, organises, and manages all of your customer-related information allowing you to track the buyer’s journey for every person and company that you interact with.

It’s a good idea to start with a simple plan and update the process over a 60-90 day bedding-in phase. Big-bang implementations can end up with sales teams becoming data entry slaves, which soon leads to demotivation and a barrier to sales growth.

The importance of an effective CRM system cannot be overstated; it streamlines processes, automates repetitive tasks and provides data analytics capabilities that can improve sales opportunities. To further increase the efficiency of the opportunity pipeline, marketing and sales teams should work together in a unified fashion to ensure maximum success.

If you are struggling with an ineffective CRM system, it might simply be time for an audit and update of the current processes to remove friction.

Marketing and Sales Alignment

Sales and marketing synchronisation is essential for the prosperity of small-to-medium-sized enterprises. When both teams are working in tandem, they can create a cohesive approach that maximises opportunities and strengthens the overall pipeline.

Regular collaboration between sales and marketing teams provides an opportunity to share insights about shared goals and performance metrics. Removing silos between sales and marketing teams can ensure that objectives, approaches, actions, and outcomes are all aligned.

Marketing teams need to communicate their latest campaigns or initiatives while sales teams should provide feedback on what’s resonating with customers most. With this information in hand, marketers have more data points to inform their decisions moving forward while sales reps get better equipped with the content they need to close deals faster.

Additionally, aligning sales and marketing efforts leads to greater efficiency all around as well as increased ROI when it becomes time for budget allocations.

Focus Will Have the Most Impact on Your Sales Pipeline.

Focus on the 2-3 programs that generate the most pipeline opportunities. Don’t try to do it all.

Generating new opportunities is top-of-mind this year over maintaining the status quo. To that end, uncovering new reliable sources of pipeline is high on the list of priorities for many marketing and sales leaders. Here’s some areas to consider:

  • Investigate using more automation in team workflows
  • Align Marketing and Sales teams on building effective ABM programs
  • Focus on defining both Ideal Customer Profile (ICP) and Ideal Person Profiles (IPP) for ABM
  • Offering enhanced sales training to execute signal-based selling
  • Create guidance on identifiable next actions versus collecting unimportant data (distractions/noise)
  • Evaluate and adopt effective AI tools to help achieve more by scaling efforts
  • Move away from volume-driven outbound and towards value-driven outbound.
  • Audit your historical sales pipeline and create a system for reviewing closed won and closed lost deals.
  • Identify your sweet spots throughout the entire pipeline and focus on improving prospecting workflows.

By focusing on signal-based selling and the identifiable triggers from interested prospects you can:

  • Identify potential customers with genuine interest
  • Follow up at an optimal moment to increase engagement/opportunity rates
  • Create deeper connections with potential customers by taking a targeted approach

In order for collaboration between departments to be successful, there must be trust built up over time through consistent communication and clear expectations set by leadership from both sides.

Without a foundation of trust, it is unlikely any collaborative effort will be successful. As such, companies should prioritise creating an environment where both sides feel comfortable discussing ideas openly without fear of judgement or criticism. Only then will real progress start being made towards achieving common goals.

Performance KPIs for Opportunity Pipeline Optimisation

Performance metrics are an essential part of optimising your opportunity pipeline. To ensure success, you need to track the conversion rates across different stages of the funnel as well as analysing sources of traffic. This will provide insights into the efficacy of your marketing efforts in terms of lead generation and conversions. Focusing on a one-dimensional KPI like “Number of Leads” is meaningless if the conversion rate is poor. How often do we hear sales teams saying “yes but the leads from marketing are rubbish”?

Your performance dashboard should be configured to report on the KPIs that are relevant to your sales process not “best-practise”.

It’s important to analyse sources of website traffic to determine how effective your campaigns are at generating leads and conversions. There is no Holy Grail when it comes to KPIs as no two companies are the same. However, typical KPIs and performance metrics should focus on:

  • opportunity source
  • sales cycle length/pipeline velocity
  • opportunity size
  • customer acquisition cost (CAC)
  • conversion rate

What you’re trying to establish is this:

“which channels, campaigns and other initiatives are driving revenue growth?”

This should allow you to focus on doing more of what works best and, more importantly, where to stop spending wasting time and money.

By defining and monitoring relevant KPIs regularly, you’ll have a better understanding of what works best for driving results within your company. That will enable you to make data-driven decisions when allocating resources towards new campaigns or initiatives. Who doesn’t want continuous improvement?

FAQs Relating to Improving the Sales Opportunity Pipeline

What is a Sales Opportunity vs a Lead?

An opportunity is a qualified contact. They’ve expressed interest in your product or service, spoken with you (or someone on your team), and are interested in learning more (via a proposal, demonstration or presentation). This is usually described as a person who has declared an intent, rather than just downloaded a pdf, for example.

How can the sales pipeline be improved?

An effective digital marketing strategy can help to improve sales pipelines by targeting the right audience, creating engaging content, and optimising content for search intent. To ensure success, focus on creating high-quality content that answers your target audience’s typical questions.

Use social media and paid channels to build relationships with customers to drive website traffic and leverage email campaigns to nurture leads too.  Don’t forget to track analytics data to measure results and optimise accordingly.

What is a sales opportunity pipeline?

A sales opportunity pipeline is a (visual) representation of the stages in a company’s sales process. As opposed to a sales funnel, it generally concentrates on qualified opportunities. It illustrates how prospects move through each stage from initial contact to closing, and helps companies track their progress towards achieving their goals.

The pipeline also serves as an important tool for managing resources and budgeting for future marketing campaigns. Tracking opportunities at each stage helps in identifying where improvements need to be made.

Why is it important for sales teams to use pipelines to track opportunities?

Pipelines are an essential tool for sales teams to ensure they follow up on opportunities in a timely and consistent manner. They provide visibility into the progress of leads, allowing teams to prioritise their efforts and identify areas where additional resources may be needed. Clearly understood sales pipelines also allow teams to track customer engagement throughout the sales process, helping them understand which content strategies work best for different customers or prospects.

How can we improve our sales pipeline?

To improve the effectiveness of your sales pipeline, focus on optimising customer journeys across all channels – from organic search results to paid ads and email campaigns. Analyse user behaviour data and leverage automation tools to ensure a consistent experience throughout the entire journey. Invest in material that resonates with customers’ needs while additionally helping buying teams answer pertinent questions.

The most noticeable improvements will be gained by focusing sales teams on qualified opportunities rather than chasing leads. For that to happen, you will need to spend time making sure that:

  • your products or services are relevant to your ICP and target audience
    – i.e., you have product market fit (PMF).
  • your marketing messages are relevant to your ICP and target audience.


Improving the sales opportunity pipeline requires a strategic approach that focuses on identifying, nurturing and converting leads into customers. To ensure the success of this process, it is essential to define your target audience, develop buyer personas, and conduct competitive analysis to create a unique value proposition. An effective CRM system should aim to help marketing and sales alignment.

By setting performance KPIs that align with the overall business objectives you can measure the effectiveness of your marketing and strategy while optimising internal processes to maximise results.

Solve the challenges above by:

  • Defining the sales stages that are relevant to your business
  • Determining where the buyer is in the buying journey
  • Determining the health of your pipeline – at the very least monthly
  • Optimise performance through data-driven insights
  • Aligning Marketing and Sales teams with the same goals
  • Track with a CRM solution and update, update, update

Additionally, an accurate predictive lead scoring model should be used to determine the quality of leads and ensure that only high-quality leads are passed onto sales.

Finally, leveraging marketing automation is a powerful way to increase conversion rates and nurture prospects throughout the customer journey. With the right tools and strategies in place, you can improve conversion rates while ensuring your marketing messages stay relevant.


If you would like to discuss improving your sales pipeline to maximise your opportunities and business performance  – we’d love to help!