Expert Round Table: Defining Your Sales Funnel Stages

Few B2B leaders dispute the value of a properly-engineered sales funnel. A 2015 study by Vantage Point Performance and the Sales Management Association found a 19 percent difference in revenue growth between companies with clearly defined sales processes and companies without.

And yet, the sales funnel is one of the most diverse and confusing concepts in B2B marketing. Some call it a sales funnel, others a “marketing funnel,” “demand funnel,” “purchase funnel,” “conversion funnel,” or even a “pipeline,” which is really just a horizontal funnel. Every company has their own interpretation of how the funnel should work, how customers behave, and how to segment their marketing and sales efforts.

This e-book will help you gain a clearer understanding of the funnel’s purpose and decide how to build a process that best serves your business. First, we’ll look at some of the industry-leading frameworks from B2B consultancies. Then we’ll let three experts from top B2B companies weigh in and share their own approach: