Often, one of the biggest blockers for sales and marketing alignment is the very different views each team has of the funnel. For example, they might disagree about the number of stages a lead passes through before becoming a customer. Furthermore, they often use different terminology to describe those stages. But in order to adopt an effective SMarketing (get it?) strategy, sales and marketing must have a unified picture of the funnel and standard definitions of each stage in the process. For example, HubSpot’s SMarketing team uses the following funnel stages:
John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and a 2017, 2018, 2019 and 2020 Inc. 5000 company. Lincoln is consistently named one of the top marketing experts in the industry. He has been recipient of the Search Engine Land "Search Marketer of the Year" award, named the #1 SEO consultant in the USA by Clutch.co, most admired CEO and 40 under 40. Lincoln has written two books (The Forecaster Method and Digital Influencer) and made two movies (SEO: The Movie and Social Media Marketing: The Movie) on digital marketing. He is a digital marketing strategy adviser to some of the biggest names in business. John Lincoln is the editor of the Ignite Visibility blog. While he is a major contributor, he does not write all of the articles.
For some businesses, sales come naturally. Leads can arrive from various marketing campaigns or existing client referrals. Through a number of conversations, those prospects may later convert into paying customers. Among many small and midsize organizations, though, the sales process can be haphazard and unstructured. As a result, sales can be unpredictable.

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Visual Website Optimizer – As a smart marketer, you already know that it’s important to test different versions of your website design to see which one works best. That’s why Visual Website Optimizer is so valuable. It uses heatmaps to show you which design elements on your site are getting the most attention. VWO also enables you to receive feedback from visitors so that you can see exactly which parts of your site need improvement and which parts are working well. This is a critical sales funnel step that can help you pinpoint any problem areas on your site and even expedite your company’s growth.

sales funnel logo


Sales rep success and skills shortage. A good sales pipeline also provides insight into which of your salespeople closes the most sales, has the highest ticket values, and needs more help and training to hit their quota. With this information, you can provide them with the assistance they need to improve their performance and get their sales numbers on track. 
The content strategy for sales funnel would vary at each stage. This is because potential buyers all go through different sales journey and as such, you can’t fit them all in one frame. With major competition in the eCommerce business, you can‘t expect your customers to have the same starting points. Thus, the content should be aligned according to the modern customer behaviours.

sales funnel graph


Committed: Ideally, you want to close the deal when all red flags have been dealt with. In reality, most deals close while critical red flags still exist. At this point, you have provided the customer with a proposal that outlines key contractual terms. When a customer has agreed to move forward with a deal, they are “committed” (also known as “verbal commitment” or “verbal”). What remains is to work out the details of the contract, delivery and payment, all of which have the potential to“undo” the commitment. The commitment may be offered contingent upon certain terms being met.
Focus on the definition of a Marketing Qualified Lead (MQL). This is the crucial handoff point between marketing and sales, so it’s essential that the teams agree on the terminology. Every company’s definition of an MQL will vary, but it should reflect a combination of traits and actions that indicate a lead is both a good fit for your company and ready to talk to a salesperson. Here’s one way to examine your funnel to assess lead quality and determine whether a lead is ready for sales follow-up:
The content strategy for sales funnel would vary at each stage. This is because potential buyers all go through different sales journey and as such, you can’t fit them all in one frame. With major competition in the eCommerce business, you can‘t expect your customers to have the same starting points. Thus, the content should be aligned according to the modern customer behaviours. 

sales funnel graph


However, video conferencing and other apps offer an opportunity to engage prospects at a time and place that suits them. In fact, 60% of sales reps say they spend more time selling virtually than they did in 2015, according to the third edition of Salesforce’s global “State of Sales” study. Meanwhile, 52% of sales reps say they spend the same amount of time or less meeting with customers in person.

sales funnel definition


Transacted: A sale has transpired when a contract is signed by both parties. From a salesperson’s perspective, the fulfillment of the contract is the responsibility of other parts of the organization, and the salesperson can now focus on the next opportunity. In the case of early-stage start-ups, however, frequently the person that sells is also involved in fulfilling the contract. A signed contract can be booked as revenue from an accounting perspective.
LinkedIn Sales Navigator – If you’re in the B2B space, then hopefully you’re actively marketing your brand on LinkedIn. With the LinkedIn Sales Navigator, you can take marketing on that social media site to the next level by finding lead recommendations that are tailor-fit to your business. It makes navigating through your sales funnel much easier.
Sales rep success and skills shortage. A good sales pipeline also provides insight into which of your salespeople closes the most sales, has the highest ticket values, and needs more help and training to hit their quota. With this information, you can provide them with the assistance they need to improve their performance and get their sales numbers on track. 

sales funnel description


Intercom Acquire – Ever visit a website and notice a happy face in the lower, right-hand corner next to a message like: “I’m Sadie! Can I help you with anything?” That’s a marketing chat system run by a company like Intercom. When people hit your landing page, you can use Intercom’s Acquire service to answer any questions that might not be answered on your web page.

sales funnel hashtags


The definitions of MQL and SQL (SAL) should be spelled out, and agreed upon, in a service level agreement (SLA). The SLA outlines the terms of how sales and marketing will work together. The SLA should define what MQL and SQL look like, as well as state the time frame and process each team must follow. For example, an MQL has reached a score of 75 through a combination of content engagement and web engagement and fits the ideal customer profile. It must be accepted by sales or sent back to marketing within 24 hours of being assigned. The SLA should be drafted together by both marketing and sales leadership and signed off on by both parties.

sales funnel chart


Instapage – Instapage allows you to create landing pages at lightning-fast speeds with their large library of customizable templates. This tool also allows you to create fast-loading AMP landing pages which reduces bounce rates and increases conversions. The platform also provides post-click optimization for campaigns that send out a personalized thank you page and email. This is a useful sales funnel step for later on in the process.
LeadForensics – Even if you incorporate a sophisticated lead capture form using Leadformly, there will always be leads that slip through the cracks. LeadForensics lives up to its name by capturing the IP address of your anonymous visitors and uses that address to determine important information about the visitor, such as contact information, demographics, and financial data.
Resource gaps and overallocation. Within your sales pipeline, you may notice some salespeople are focused on leads who may never convert while unintentionally neglecting prospects who are eager to purchase your products and services and tend to sign larger contracts and deals. Find out ways to better utilize your team’s time to drive better results long-term. 

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Often, one of the biggest blockers for sales and marketing alignment is the very different views each team has of the funnel. For example, they might disagree about the number of stages a lead passes through before becoming a customer. Furthermore, they often use different terminology to describe those stages. But in order to adopt an effective SMarketing (get it?) strategy, sales and marketing must have a unified picture of the funnel and standard definitions of each stage in the process. For example, HubSpot’s SMarketing team uses the following funnel stages:
According to this research by McKinsey, a customer narrows down their options based on the initial consideration (brand awareness) and active evaluation (seek information about the products/services). When both of the former factors are in place, it leads to a purchase decision a.k.a sales, albeit just for that moment. This then needs to continue towards the next stages in the sales funnel, .i.e. customer engagement and customer loyalty.
If a sales opportunity does not move down the funnel, the sale will not happen and the opportunity should be removed, hence the “leaky” funnel. A leaky funnel is not necessarily bad; as a salesperson, you want to focus on opportunities that are likely to yield results. It is the nature of sales to have to remove an opportunity from your funnel. It does not mean that you will not sell to that account (a positive action by the customer can put them back into the funnel), but for the time being, you should centre your attention on opportunities that remain in the funnel.

sales funnel for service business


Your company might target financial services companies with 5,000 or more employees, or small service businesses with fewer than 100 employees. Or, you may be only interested in manufacturing companies of a certain size. Within those categories, you also might identify individual lead profiles, such as title or job description and role in the decision-making process -- e.g., economic buyer, end user, influencer. How closely a lead aligns with your ideal customer profile will determine whether and when you hand it over to the sales team.
Sales rep success and skills shortage. A good sales pipeline also provides insight into which of your salespeople closes the most sales, has the highest ticket values, and needs more help and training to hit their quota. With this information, you can provide them with the assistance they need to improve their performance and get their sales numbers on track. 

sales funnel journey mapping


Visual Website Optimizer – As a smart marketer, you already know that it’s important to test different versions of your website design to see which one works best. That’s why Visual Website Optimizer is so valuable. It uses heatmaps to show you which design elements on your site are getting the most attention. VWO also enables you to receive feedback from visitors so that you can see exactly which parts of your site need improvement and which parts are working well. This is a critical sales funnel step that can help you pinpoint any problem areas on your site and even expedite your company’s growth.

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In brief, we are inclined to go along with someone’s suggestion if we think that person is a credible expert (authority), if we regard him or her as a trusted friend (liking), if we feel we owe them one (reciprocity), or if doing so will be consistent with our beliefs or prior commitments (consistency). We are also inclined to make choices that we think are popular (consensus [social proof]), and that will net us a scarce commodity (scarcity).

sales funnel template

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