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How to Build a Powerful Sales Pipeline with Video


November 16, 2021·7 min read

A strong sales pipeline gives you a valuable view into upcoming sales so you can plan and forecast more accurately. Learn how to chart out your sales pipeline stages to get the best results.

Does your sales pipeline feel more like a drinking straw?

Running a business is full of unknowns, surprises, and challenges, especially when it comes to predicting future revenue. That’s why it’s important to have a reliable indicator of how much new business is coming your way.

That comes in the form of the sales pipeline: A visual representation of how many prospects you have and where they are in each sales pipeline stage.

Your sales pipeline offers an estimate of how much business your salespeople expect to close in a specific week, month, or year. This estimate, in turn, helps when it comes to revenue forecasting, planning for growth, and preparing for whatever’s around the corner.

Sounds obvious, right? Of course you’d like to have all this information, as early and as accurately as possible. But how exactly do you go about building a sales pipeline in the first place?

We hear you. That’s why we put together this list of the basic steps to building the sales pipeline of legend.

  1. Contents
  2. 1.What is a Sales Pipeline?
  3. 2.How to Build a Sales Pipeline
  4. 2.1Step 1: Design Your Sales Cycle
  5. 2.2Step 2: Identify Your Ideal Customers and Target Accounts
  6. 2.3Step 3: Find Internal Contacts at Those Target Accounts
  7. 2.4Step 4: Move Qualified Leads Through the Sales Cycle
  8. 2.5Step 5: Use a CRM Tool to Make Your Sales Pipeline More Efficient
  9. 3.Remember: Sales is a Fluid Process

What is a Sales Pipeline?

Establishing a strong sales pipeline is a great way to gain visibility into the successes and failures of your sales efforts. By tracking your opportunities’ progress through the sales pipeline stages, you can gauge the average length of your sales process and identify ways to make it run more smoothly. You can also more accurately predict future revenue and spot resource or skill shortfalls.

Once you’ve established your sales pipeline stages, filling that pipeline up is crucial. The more sales opportunities cross your threshold, the more chances you have to convert them into customers—and the more chances you get to generate revenue.

A HubSpot study found that 72% of companies who have fewer than 50 new opportunities in their sales pipeline each month miss their revenue goals. But as the number of opportunities increases, so does the likelihood of hitting your targets. Only 15% of companies with 51 to 100 monthly opportunities fall short of projections; for companies with 101 to 200 opportunities, that number is just 4%.

Ready to dive into establishing your own sales pipeline? Read on.

How to Build a Sales Pipeline

So how do you build a sales pipeline that works? Here are five steps for building a pipeline that brings the deals rushing in:

  • Step 1: Design your sales cycle
  • Step 2: Identify your ideal customers and target accounts
  • Step 3: Find internal contacts at those target accounts
  • Step 4: Move qualified leads through the sales cycle
  • Step 5: Use a CRM tool to make your sales pipeline more efficient

Learn more about each step below.

Step 1: Design Your Sales Cycle

A sales cycle is a journey you create from awareness and education to negotiation and sale.

According to a study from Vantage Point Performance, the greatest indicator of year-over-year revenue growth is a well-defined sales cycle. The study found a 15% difference in revenue growth between companies with a formal/defined sales process versus those without one.

You probably already have a solid sales cycle, but we’ll outline the five essential stages below so you can compare them to your own.

Stage 1: Engagement
Sales reps connect with a buyer who shows interest, either through connecting via prospecting emails (or videos!) or having them come in as inbound leads. Sales then qualifies that lead by connecting the buyer with useful content, warming them up and getting them ready to seriously talk about what your product can do for them.

Stage 2: Meeting
Your reps schedule and run a brief meeting with the buyer. They’ll discuss the buyer’s pain points, show how your product can solve those issues, and maybe take the buyer through a quick demo, whether live or pre-recorded, to show them how it works.

Stage 3: Education
Teach the buyer more about your product’s features using educational videos, in-depth content, or case studies. The goal is to make the buyer feel informed about the product and personally engaged with the sales rep. (Video is a great way to do both. You can explain complex topics in just a minute or two on camera; plus, seeing a sales rep on video makes buyers feel like they’re engaged in a real conversation, not impersonal email back-and-forths.)

Stage 4: Proposal
It’s time to nail down the scope of your solution, lay out the exact terms of the deal, and write up a contract for the buyer to sign. Video is a great tool here too: Quick videos can clarify scope and answer buyers’ questions, all in a format that can be easily shared with other stakeholders.

Stage 5: Close
Deal signed! Now to fulfill the product they bought. This is also where you’ll pass your shiny new customer off for post-purchase activities like product onboarding.

map out when to use video in the sales process

How to Use Video in Your Sales Processmap out when to use video in the sales processLearn how video boosts your results at every stage of your sales process.Read the Guide