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The sales pipeline is a concept used to describe the process of converting leads into customers in a B2B sales context. This tool highlights the importance of maintaining a steady flow of leads to ensure the smooth operation of B2B business. The analogy with a refinery emphasizes that leads undergo various processing stages by marketing and sales teams to transform them into customers, according to a pre-established plan. However, it’s important to note that not all leads become customers, which sometimes limits the relevance of the sales pipeline concept.

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