What Is a Pipeline Review? (And How To Conduct One in 9 Steps)

Regular sales pipeline reviews, which include dedicated sales pipeline meetings, are one of the key components of an efficient sales pipeline management process. This is so that predictable revenue can be generated consistently through pipeline generation, and predictable revenue can only be generated through constant pipeline inspection and analysis by the entire revenue team.

The objective of the pipeline review is to regularly evaluate the state of open opportunities for your revenue team, update current quarter sales forecasts or out-quarter pipeline coverage to accurately reflect the pipeline status, and gain practical insights for better results. This guarantees that transactions proceed smoothly through the sales process and offers an opportunity to naturally pressure-test the forecast.

Pipeline – Shut Up & Sit Down Review

Why are pipeline reviews important?

Conducting pipeline reviews can be crucial for a number of reasons, including the following:

Offers the sales manager an overview of the teams pipelines

Regular pipeline reviews can provide sales managers with ongoing information about the progress of their teams with each pertinent prospect. A sales manager can better understand the state of their team’s performance, both individually and collectively, by having each salesperson discuss their potential customers. Having this viewpoint will enable the sales manager to develop fresh approaches to training and the pipeline-moving of potential clients.

Avoids wasting time

A sales representative must make decisions about how to use their limited time to maximize their profits. They can make better use of their time by debating each potential deal with the team. Sales representatives can eliminate actions that have a low likelihood of converting a prospective customer into a paying one by reviewing their sales pipeline.

Allows sales managers and their team members to perform more accurate forecasts

Salespeople can more accurately predict future sales by analyzing the status of each potential customer. Everyone gains a better understanding of which prospects have the potential to generate revenue and how to close respective deals by holding team meetings where they discuss their prospects, prioritize them, and develop strategies for converting them into customers. Additionally, accurate forecasts can assist sales managers in developing successful plans and strategies.

Gives sales managers an overview of their teams performance

Managers of sales teams should evaluate the performance of each sales representative during a pipeline review. Their managers can come up with fresh ideas to help them increase their output by looking at how each team member approaches the sales process. Additionally, it can assist sales managers in identifying the top performers on their teams and inspiring them to maintain their performance.

What is a pipeline review?

A pipeline review is a gathering of a company’s salespeople where they discuss each deal in their pipelines and update a sales manager on their progress. The main goal of a pipeline review is to assist a sales manager in evaluating each of their team members’ sales opportunities, ranking them according to their likelihood of developing into official deals, and identifying ways to overcome obstacles that stand in the way of deals closing.

How to conduct a pipeline review

Consider following these steps when organizing and conducting pipeline reviews:

1. Use automation technology to gather relevant data before the meeting

The accuracy of the information on prospects and potential deals that is available typically determines the value of a pipeline review. It can be simpler to evaluate each pipeline by encouraging all sales representatives to use customer relationship management (CRM) software and regularly update it with data regarding potential clients and related tasks. When creating pipeline reviews, you can evaluate each sales representative’s potential sales by extracting data from the CRM.

2. Define and set the standards for each pipeline stage

Knowing exactly where each prospect is in the sales pipeline based on objective criteria usually helps. The ability to move from one pipeline stage to the next can be made possible by having uniform standards for each potential sales status. Make sure the standards for each pipeline you evaluate are consistent when preparing for the pipeline review meeting.

3. Limit the review to a few promising prospects

Even though each salesperson may have a number of prospects who are open to deals, it may be more fruitful to focus on a smaller number of them. You can talk about the overall state of the sales process for a while before concentrating on the prospects that the sales representative believes to be the most promising. Each company and the kind of products or services it sells determine the precise number of prospects each sales representative includes in the review.

4. Ask each sales representative to summarize their promising potential deals

Once the pipeline review is underway, you can structure it by asking each sales representative a set of common questions regarding each of their promising deals. Some questions you can include are:

5. Identify potential risks with finalizing each deal

You can find out what potential roadblocks might prevent a sale after receiving the summary of a potential deal. This can assist you in determining the likelihood that each prospect will become a paying customer. Some of the questions you can ask sales representative are:

6. Determine the actions each sales representative has to take

Create strategies for how to approach each prospect you discussed during the pipeline review to close the meeting. You can decide together with each salesperson what actions to take in order to increase the likelihood that each prospect will advance through the pipeline. This may entail taking a particular action, handling a challenge in a particular way, negotiating the financial terms of the deal, or simply terminating the potential deal due to its low likelihood of materializing.

7. Solely discuss the status of each sale

Pipeline reviews can occasionally lead to other types of meetings, including coaching sessions, strategy discussions, and conversations about the overall performance of the company. Even though all of these might be useful at other times, concentrating solely on conducting the pipeline review is typically more effective than using the occasion to talk about various topics. Although using the opportunity to discuss additional pertinent issues might seem like a way to save time, separate meetings are typically more appropriate.

8. Create methods of post-meeting assessment

It’s typically important for sales managers to review how sales representatives might implement those steps after evaluating each pipeline’s status and determining the next steps. You can accomplish that by setting up private meetings a week after the pipeline review, in which each sales representative discusses the status of their respective prospects. Following the pipeline review, you can evaluate how they approached each prospect and, if necessary, take corrective action.

9. Find the right pipeline review frequency

The right frequency greatly depends on the unique characteristics of each company, even though conducting regular pipeline reviews can be important for a sales department’s performance. You can think about various things, like the typical length of a sale, when planning pipeline reviews, and figure out how long it should be in between reviews. Finding the ideal interval for your specific situation can significantly increase the effect of pipeline reviews on sales.


What is a pipeline review?

Sales representatives update managers on the number of deals in their pipeline during a meeting known as a pipeline review. To ensure that your sales team is operating as you would expect, you must hold them frequently.

How do you structure a pipeline meeting?

4 steps to run a review like a pro
  1. Ask your rep to provide a summary of the deal. Your representative should first brief you on the deal to get you up to speed.
  2. Identify obstacles and challenge your rep. …
  3. Create action items that will move the deal forward. …
  4. Embrace urgency.

What is a pipeline in business?

The stages that your sales rep goes through to turn a lead into a customer are referred to as your marketing and sales pipeline. The pipeline adds up all of the customer sales funnels because it is separate from the sales funnel.

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