Quick Answer: A typical B2B pipeline runs Lead, MQL, SQL, Discovery, Proposal, Opportunity and Closed Won or Lost. Define what each stage means, move only qualified leads forward, and track conversion between stages, sales cycle length and pipeline value to see where deals stall.
Many B2B companies cannot see where deals stall. Sales activity is happening and marketing is generating leads, but leadership cannot tell how opportunities move toward revenue. Without defined stages, forecasting is unreliable and pipeline management becomes reactive.
A contact who has shown initial interest through a form, referral, event or inbound inquiry. Not yet qualified.
The lead meets basic criteria such as company size, industry fit, engagement with content or an inbound inquiry about services. MQLs usually pass to sales for evaluation.
Sales confirms a realistic opportunity: budget alignment, decision-maker involvement, a purchase timeline and a clear problem you solve. Only SQLs move deeper into the pipeline.
A conversation to explore the prospect's needs, challenges and possible solutions.
A formal proposal, plan or pricing is presented, and the buyer evaluates it.
The prospect is actively considering moving forward. This stage often includes negotiation, internal discussion or final questions.
The deal is decided. Both outcomes are worth reviewing to improve future performance.
Once stages are defined, track:
These numbers show which part of the sales process needs work.
Our free B2B Lead Qualification Model turns this into a working tool you can use with your team. For more frameworks like this one, see the B2B Growth Hub.
Book a strategy call to map your pipeline stages and find where deals stall.