Pipelines in HighLevel are more than just lists of opportunities — they’re visual sales and workflow management tools that help you track every step of a lead or customer’s journey. Think of them as a digital assembly line: each opportunity moves from one stage to the next, giving you clarity on where things stand, what actions are needed, and where deals may be getting stuck.

Pipelines can be accessed through:
Sub-account > Opportunities > Pipelines

In This Article

• Why Pipelines Matter
• Pipeline Stages
  • Example Sales Pipeline Stages
  • Example Service Business Pipeline Stages
• Best Practices
  • 1. Keep It Simple
  • 2. Define Clear Criteria
  • 3. Automate Smartly
  • 4. Use Visual Cues
  • 5. Review Regularly
• Data-Driven Optimization
• Use Cases

Why Pipelines Matter

• Visibility: Instantly see where every lead, deal, or client stands.

• Consistency: Standardize your sales or service process so every customer gets the same experience.

• Efficiency: Automate repetitive tasks like reminders, follow-ups, or task assignments.

• Reporting: Track conversion rates, identify bottlenecks, and measure performance across the funnel.

Pipeline Stages

A pipeline is made up of stages, each representing a step in your sales or customer journey. Leads or clients move from left to right as they progress.

Example Sales Pipeline Stages

1. Lead Capture – New inquiries from forms, calls, or chats land here automatically.

2. Qualification – Sales rep confirms budget, need, and fit.

3. Appointment Setting – Discovery calls or demos are scheduled.

4. Proposal/Negotiation – Quotes or offers are shared and discussed.

5. Closing – Deal marked as Won or Lost.

Example Service Business Pipeline Stages

1. New Inquiry

2. Discovery Call Booked

3. Package/Service Chosen

4. Payment Collected

5. Onboarding

Tip: Keep stages action-oriented and define clear rules for when an opportunity should move forward. For example, “Move to Appointment stage only when a meeting is confirmed in the calendar.”

Best Practices

1. Keep It Simple

Avoid too many stages. Stick to the key steps that matter. Too much complexity leads to confusion and inefficiency.

2. Automate Smartly

Use pipeline triggers to save time:

• Auto-send follow-up emails if a lead is stuck in Qualification for 3 days.

• Assign tasks when a deal reaches the Proposal stage.

3. Review Regularly

Set aside time weekly or monthly to:

• Remove outdated opportunities

• Update stage definitions if your sales process changes

• Analyze conversion data

Data-Driven Optimization

Your pipeline isn’t just a tracker — it’s a diagnostic tool. Use reporting to answer:

• Where do leads drop off most often?

• Which stage takes the longest?

• What’s the win rate at each stage?

Act on these insights to tighten your process, improve conversion rates, and create smoother customer journeys.

Use Cases

• Real Estate Agency: New Lead → Property Tour → Offer → Contract Signed → Closed

• Coaching Business: Inquiry → Discovery Call → Program Chosen → Payment → Onboarding

• Agency Client Management: Lead → Strategy Call → Proposal → Agreement → Onboarded

These examples can be adapted to fit almost any industry.

Useful Links

Understanding Opportunities

Creating a pipeline 

Adding opportunities to pipelines