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The Marketing and Sales Funnel

Updated: May 22, 2021

As many people join the marketing industry, You will hear a lot of words being used especially in affiliate marketing , small business, online businesses, Digital marketing, B2B businesses to mention but a few. And one of these words is the Funnel.

The divine model that is used by sales professionals to monitor potential new revenue is the sales pipeline. The pipeline is commonly referred to as the Funnel. The pipeline its self is names from the Funnel.

A funnel is a way to represent the customer's journey as they move towards the purchase of your product or service. A lead (a “lead” is a contact already determined to be a prospective customer, whereas other companies consider a “lead” to be any sales contact) became an opportunity as it progressed through the funnel, where it eventually became a closed deal. This is why marketing has been focused on pouring leads into the top of the funnel.

Pouring leads into the funnel

New leads can be acquired through:

  • Advertising like on social media and google Ads .

  • Purchasing lists

  • Sending emails with content.

And a variety of other marketing efforts. When more leads come in, more potential deals entered the funnel.

From beginning to end, your lead moves through a few predictable stages in

this funnel. These are the stages of the traditional buyer’s journey:

  1. On top of the Funnel there is Awareness.

At this stage you make the leads aware of your product or service.

A potential new customer hears and wants to learn about your company’s product

or service.

2. In the Middle of the funnel there is Interest and Desire.

At this stage the leads are cultivated and starts considering whether they should buy your product or service. As a sales professional, You are focusing on activities that move a prospect from “just being another lead “ on their personalized buyer’s journey to becoming a customer.

3. At the bottom of the funnel there is Action.

A sales professional focusses on identifying consumers for buys.

This is the final stage of a traditional sales funnel and the lead either chooses your company, chooses another competitor’s products or services .

A sales professional focusses on identifying consumers for buys.


Not all leads are created equal. The biggest problem with the traditional funnel is that leads fall out as they move through these stages. Only a small percentage of the leads collected at the top of the funnel in Awareness will make it all the way to Purchase at the bottom, which is why the traditional sales funnel looks like an upside-down triangle.


"At the end of the day when you think about it, the real magic is the magic between a

company and its customer base. It’s not your grandfather’s customer service. It’s about

customer service , where we are super-consumers, promoters, and influencers.”

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