January 15, 2025
Those still debating ‘pipeline vs funnel’ in 2024 are like fishermen arguing about their tools while the fishes are swimming away.
Imagine standing by a vast, vast sea. Holding a precision fishing rod in your left hand and a wide-casting fishing net in your right, you stand perplexed, uncertain of which to use. Both can land you the big catch, but using them blindly is like fishing in murky waters.
Your fishing rod (sales pipeline) lets you target specific, high-value fish with precision, carefully reeling them in through each stage of the catch. Meanwhile, your net (sales funnel) helps you capture prospects at once, gradually sorting them as you pull them closer.
But here's what most sales leaders get wrong - knowing exactly when to cast your net and when to reach for that rod.
The old debate of sales pipeline vs sales funnel isn't just killing your deals – it's bleeding your revenue dry. While you're stuck choosing between your rod and net, your smartest competitors are using both to dominate the market.
In this guide, we'll cut through the confusion of the sales pipeline vs sales funnel debate. We’ll also focus on how you can overcome the ‘pipeline vs funnel’ fatigue to get the most out of your sales processes. Let’s go!
So, what exactly is a sales pipeline?
A sales pipeline is the visual representation of the steps a potential customer goes through, from initial contact to closing a deal. It shows the stages of your sales process and helps track prospects as they move from one stage to the next.
P.S. When asking what a sales pipeline is, it’s important to understand how it breaks down into stages like prospecting, pitching, and negotiation.
A typical sales pipeline template for SMBs and enterprises looks something like this. However, you can create your own dashboard on Sybill with different filters and choices.
A successful pipeline is more than just a series of stages. It requires a deep understanding of your audience, effective messaging, and a clear strategy for engaging potential clients.
To build a bulletproof pipeline, and explore strategic ‘exit criteria’ to ensure no leaky deal stages, consider reading 6 Tips for a Strategic B2B Sales Pipeline.
A B2B sales funnel maps the customer journey, outlining each stage from initial awareness to final purchase.
Modern funnels aren’t linear, and neither are your customers. The classic sales funnel - a neat, inverted triangle - looks good on paper but doesn’t reflect how buyers behave in the real world.
Modern B2B buyers move zigzag, going up, down, and sideways - sometimes getting close to buying, only to back off and reappear later. In fact, they’re 57%-70% through buying research before contacting sales. It’s just how today’s buying process works, and knowing this can help you better adapt to their journey.
To navigate this, create a proper marketing action plan to address customers’ potential demands by tracking their journey. You can leverage KPIs like lead scoring, or understand how touchpoints like email, social ads, etc., contribute to moving leads through the funnel. Another effective approach is proactive engagement. You can anticipate nonlinear patterns by setting automated follow-ups and warm up dormant leads with personalized messaging.
The goal is to build a system flexible enough to accommodate their journey.
P.S. While the funnel and pipeline are distinct, their stages often align. For instance, the “Interest” stage in the funnel parallels the “Qualification” stage in the pipeline.
To master your funnel, consider reading 6 Stages of B2B Sales Funnel: Content Examples + Questions.
The sales pipeline vs sales funnel debate often centers on managing progress versus tracking conversion rates.
The most basic difference between sales funnel and pipeline is: Pipelines reflect what a seller does during the sales process; Funnels measure conversion rates through the sales process.
While the sales pipeline vs sales funnel discussion often leans towards different priorities, understanding the overlap is crucial for sales success.
Have you ever faced a situation where your pipeline seems perfectly mapped out, yet month after month, your team struggles to meet targets? Or where your funnel is overflowing with qualified leads, but turning them into customers feels like an uphill battle?
Over-focusing on the pipeline often results in pipeline paralysis, where sales reps get bogged down tracking deal stages without considering the quality of leads entering the system. (It’s like running a factory without inspecting raw materials - you’re producing, but not efficiently.)
Conversely, funnel fog occurs when marketing pumps in leads without aligning them to the sales process, leaving reps overwhelmed and directionless.
It’s frustrating when your pipeline seems packed with deals but revenue remains elusive. Similarly, a funnel brimming with leads can feel like a victory - until you realize they’re not converting. Diagnosing these issues requires a nuanced approach because the symptoms of stagnation in a pipeline differ significantly from those in a funnel.
A stagnant pipeline is all about stalled deals. Maybe your reps are struggling to move prospects from one stage to the next, or deals linger in the negotiation phase far longer than they should.
Here, deal velocity is your go-to metric. Slow velocity usually points to friction: unclear next steps, poor alignment with the prospect’s timeline, or even a lack of urgency from decision-makers. To address this, ask:
Contrastingly, a stuck funnel often involves leads dropping off before they even hit the pipeline. The signs? Low engagement rates, dismal lead-to-MQL conversions, or a leaky middle funnel where prospects disappear after initial interest. This usually signals problems like irrelevant messaging, poor lead segmentation, or failure to nurture effectively. Consider these questions:
The key difference lies in progression vs. engagement. By pinpointing where prospects drop off and addressing the root cause, be it communication, qualification, or follow-up, you can breathe life back into both.
To overcome the pipeline vs funnel dilemma, you must know exactly when each deserves your focus.
1. Your sales pipeline becomes indispensable when–
For instance, if your deals are consistently stalling during the negotiation phase, analyze your sales pipeline to identify the root cause. A well-maintained pipeline can help analyze such bottlenecks, thereby boosting your close rates.
[Pro Tip: Regularly update your sales pipeline metrics, such as deal age or win probability, to stay ahead of potential slowdowns.]
2. Here’s when your sales funnel takes precedence–
Just like adjusting the viewfinder of a camera to focus on the most important shot, Sybill lets you customize your sales dashboard to zoom in on the pipeline stages and metrics that are critical for your success. It’s the ultimate tool for managing your deals with laser-focused clarity.
Sybill lets you create the perfect sales dashboard with a few simple clicks. Filter your deals by any stage, and track only the metrics that matter to you. Manage your pipeline with precision and ease, all in one place.
3. Avoid these common mistakes when managing pipelines vs. funnels–
Even the best-intentioned teams fall into traps when managing pipelines and funnels.
One common mistake is micromanaging the pipeline while ignoring the funnel. Sales teams often focus on moving deals forward without questioning whether the right leads are entering the pipeline in the first place. The result? Burnout from chasing unqualified prospects.
On the other hand, some teams over-invest in top-of-funnel activities - generating leads but failing to nurture or qualify them effectively. This creates a bloated funnel that dumps unready leads into the pipeline, wasting time and resources.
Some other pitfalls include:
Avoid these mistakes by simplifying your processes, fostering collaboration, and focusing on the buyer’s journey.
4. Understand why your ‘Pipeline needs a Funnel’ & vice versa–
Prioritizing both funnel and the pipeline and understanding their interplay can set your team up for success.
Pipelines and funnels are not interchangeable, but they’re deeply interdependent. A pipeline without a funnel is a bottleneck waiting to happen. Leads will trickle in inconsistently, leaving your sales team scrambling to meet quotas. Conversely, a funnel without a pipeline is just an exercise in vanity metrics - you’ll attract attention but struggle to convert it into revenue.
Let’s assume the funnel is your fishing net, and the pipeline is your reel. The funnel casts a wide net, attracting and nurturing potential buyers. The pipeline reels them in, turning interest into commitment. When these two elements work symbiotically, they create a seamless flow from curiosity to closure.
To breathe life into this notion, incorporate the following best practices:
The goal is simple: a well-oiled machine where your funnel and pipeline complement each other, driving consistent, scalable results.
You need both a sharp fishing rod and a sturdy net to create a rewarding customer experience.
Understanding when to focus on your pipeline vs funnel, aligning your team, and ensuring quality at every stage of the journey can make all the difference between aimless effort and a catch worth celebrating.
So, the next time you feel overwhelmed by the complexities of your sales process, remember using both to cast your line with precision and reel in success, every time.
Those still debating ‘pipeline vs funnel’ in 2024 are like fishermen arguing about their tools while the fishes are swimming away.
Imagine standing by a vast, vast sea. Holding a precision fishing rod in your left hand and a wide-casting fishing net in your right, you stand perplexed, uncertain of which to use. Both can land you the big catch, but using them blindly is like fishing in murky waters.
Your fishing rod (sales pipeline) lets you target specific, high-value fish with precision, carefully reeling them in through each stage of the catch. Meanwhile, your net (sales funnel) helps you capture prospects at once, gradually sorting them as you pull them closer.
But here's what most sales leaders get wrong - knowing exactly when to cast your net and when to reach for that rod.
The old debate of sales pipeline vs sales funnel isn't just killing your deals – it's bleeding your revenue dry. While you're stuck choosing between your rod and net, your smartest competitors are using both to dominate the market.
In this guide, we'll cut through the confusion of the sales pipeline vs sales funnel debate. We’ll also focus on how you can overcome the ‘pipeline vs funnel’ fatigue to get the most out of your sales processes. Let’s go!
So, what exactly is a sales pipeline?
A sales pipeline is the visual representation of the steps a potential customer goes through, from initial contact to closing a deal. It shows the stages of your sales process and helps track prospects as they move from one stage to the next.
P.S. When asking what a sales pipeline is, it’s important to understand how it breaks down into stages like prospecting, pitching, and negotiation.
A typical sales pipeline template for SMBs and enterprises looks something like this. However, you can create your own dashboard on Sybill with different filters and choices.
A successful pipeline is more than just a series of stages. It requires a deep understanding of your audience, effective messaging, and a clear strategy for engaging potential clients.
To build a bulletproof pipeline, and explore strategic ‘exit criteria’ to ensure no leaky deal stages, consider reading 6 Tips for a Strategic B2B Sales Pipeline.
A B2B sales funnel maps the customer journey, outlining each stage from initial awareness to final purchase.
Modern funnels aren’t linear, and neither are your customers. The classic sales funnel - a neat, inverted triangle - looks good on paper but doesn’t reflect how buyers behave in the real world.
Modern B2B buyers move zigzag, going up, down, and sideways - sometimes getting close to buying, only to back off and reappear later. In fact, they’re 57%-70% through buying research before contacting sales. It’s just how today’s buying process works, and knowing this can help you better adapt to their journey.
To navigate this, create a proper marketing action plan to address customers’ potential demands by tracking their journey. You can leverage KPIs like lead scoring, or understand how touchpoints like email, social ads, etc., contribute to moving leads through the funnel. Another effective approach is proactive engagement. You can anticipate nonlinear patterns by setting automated follow-ups and warm up dormant leads with personalized messaging.
The goal is to build a system flexible enough to accommodate their journey.
P.S. While the funnel and pipeline are distinct, their stages often align. For instance, the “Interest” stage in the funnel parallels the “Qualification” stage in the pipeline.
To master your funnel, consider reading 6 Stages of B2B Sales Funnel: Content Examples + Questions.
The sales pipeline vs sales funnel debate often centers on managing progress versus tracking conversion rates.
The most basic difference between sales funnel and pipeline is: Pipelines reflect what a seller does during the sales process; Funnels measure conversion rates through the sales process.
While the sales pipeline vs sales funnel discussion often leans towards different priorities, understanding the overlap is crucial for sales success.
Have you ever faced a situation where your pipeline seems perfectly mapped out, yet month after month, your team struggles to meet targets? Or where your funnel is overflowing with qualified leads, but turning them into customers feels like an uphill battle?
Over-focusing on the pipeline often results in pipeline paralysis, where sales reps get bogged down tracking deal stages without considering the quality of leads entering the system. (It’s like running a factory without inspecting raw materials - you’re producing, but not efficiently.)
Conversely, funnel fog occurs when marketing pumps in leads without aligning them to the sales process, leaving reps overwhelmed and directionless.
It’s frustrating when your pipeline seems packed with deals but revenue remains elusive. Similarly, a funnel brimming with leads can feel like a victory - until you realize they’re not converting. Diagnosing these issues requires a nuanced approach because the symptoms of stagnation in a pipeline differ significantly from those in a funnel.
A stagnant pipeline is all about stalled deals. Maybe your reps are struggling to move prospects from one stage to the next, or deals linger in the negotiation phase far longer than they should.
Here, deal velocity is your go-to metric. Slow velocity usually points to friction: unclear next steps, poor alignment with the prospect’s timeline, or even a lack of urgency from decision-makers. To address this, ask:
Contrastingly, a stuck funnel often involves leads dropping off before they even hit the pipeline. The signs? Low engagement rates, dismal lead-to-MQL conversions, or a leaky middle funnel where prospects disappear after initial interest. This usually signals problems like irrelevant messaging, poor lead segmentation, or failure to nurture effectively. Consider these questions:
The key difference lies in progression vs. engagement. By pinpointing where prospects drop off and addressing the root cause, be it communication, qualification, or follow-up, you can breathe life back into both.
To overcome the pipeline vs funnel dilemma, you must know exactly when each deserves your focus.
1. Your sales pipeline becomes indispensable when–
For instance, if your deals are consistently stalling during the negotiation phase, analyze your sales pipeline to identify the root cause. A well-maintained pipeline can help analyze such bottlenecks, thereby boosting your close rates.
[Pro Tip: Regularly update your sales pipeline metrics, such as deal age or win probability, to stay ahead of potential slowdowns.]
2. Here’s when your sales funnel takes precedence–
Just like adjusting the viewfinder of a camera to focus on the most important shot, Sybill lets you customize your sales dashboard to zoom in on the pipeline stages and metrics that are critical for your success. It’s the ultimate tool for managing your deals with laser-focused clarity.
Sybill lets you create the perfect sales dashboard with a few simple clicks. Filter your deals by any stage, and track only the metrics that matter to you. Manage your pipeline with precision and ease, all in one place.
3. Avoid these common mistakes when managing pipelines vs. funnels–
Even the best-intentioned teams fall into traps when managing pipelines and funnels.
One common mistake is micromanaging the pipeline while ignoring the funnel. Sales teams often focus on moving deals forward without questioning whether the right leads are entering the pipeline in the first place. The result? Burnout from chasing unqualified prospects.
On the other hand, some teams over-invest in top-of-funnel activities - generating leads but failing to nurture or qualify them effectively. This creates a bloated funnel that dumps unready leads into the pipeline, wasting time and resources.
Some other pitfalls include:
Avoid these mistakes by simplifying your processes, fostering collaboration, and focusing on the buyer’s journey.
4. Understand why your ‘Pipeline needs a Funnel’ & vice versa–
Prioritizing both funnel and the pipeline and understanding their interplay can set your team up for success.
Pipelines and funnels are not interchangeable, but they’re deeply interdependent. A pipeline without a funnel is a bottleneck waiting to happen. Leads will trickle in inconsistently, leaving your sales team scrambling to meet quotas. Conversely, a funnel without a pipeline is just an exercise in vanity metrics - you’ll attract attention but struggle to convert it into revenue.
Let’s assume the funnel is your fishing net, and the pipeline is your reel. The funnel casts a wide net, attracting and nurturing potential buyers. The pipeline reels them in, turning interest into commitment. When these two elements work symbiotically, they create a seamless flow from curiosity to closure.
To breathe life into this notion, incorporate the following best practices:
The goal is simple: a well-oiled machine where your funnel and pipeline complement each other, driving consistent, scalable results.
You need both a sharp fishing rod and a sturdy net to create a rewarding customer experience.
Understanding when to focus on your pipeline vs funnel, aligning your team, and ensuring quality at every stage of the journey can make all the difference between aimless effort and a catch worth celebrating.
So, the next time you feel overwhelmed by the complexities of your sales process, remember using both to cast your line with precision and reel in success, every time.
