Sales Funnel: The Definitive Guide (4 steps +

Templates + Examples)
When it comes to the sales funnel for B2B markets, youve probably heard the sad statistics
from Hubspot: more than 60% of companies struggle to generate quality leads and are
dissatisfied with their level of revenue.

Why?

Here are some reasons:

The cost of customer acquisition is growing every year

Old outbound lead-generation tactics like cold-calling and PPC generate fewer leads
Sales cycle are longer

But the key reason is weak sales funnels, which lead to an unstable, unpredictable sales
quota.

You increase your marketing budget and generate more leads, but your close ratio drops.

You hire copywriting gurus to improve your sales pages and offers, but you only hear Well
discuss it and call you later. You know this means never.

You invest in new expensive SaaS and coaching programs, but the ROI is miserable.

Did you see your company in any of these points?

If you do, youre in the right place!

This guide will help you to build a high-converting sales funnel so you can have a stable flow
of high quality, sales-ready B2B leads, improve your close ratio and increase sales.

Heres what youll learn in each chapter:

Chapter 1 - Introduction to sales funnels

Youll learn what sales funnels are, why theyre important, and different types of sales
funnels and how they work.

Chapter 2 - Sales funnel stages

Ill show you some of the traditional mistakes that companies make while creating their sales
funnel. Youll learn about the stages your sales funnel must consist of (not AIDA, like
everybody says), marketing qualification, lead nurturing and lead scoring, and why these are
very important elements in your marketing.

Chapter 3 - Creating a sales funnel

Ill show you how to create a high-conversion sales funnel, step by step.

Chapter 4 - Sales funnel management

Youll learn which instruments are necessary for management of a sales funnel. As well, Ill
share my private toolbox with you.

Chapter 5 - How to measure and optimize the sales funnel

In this chapter, Ill reveal key sales funnel metrics you must check on a regular basis to
increase conversions and close more deals.

Chapter 1 - Introduction to sales funnels

What are sales funnels?

When it comes to marketing, every entrepreneur has heard about thee sales funnel. Its an
important part of marketing process which, in general, tells you how many leads become
customers or how many deals you close.

This is true.

But there is one thing beyond the sales funnel you must know: the sales funnel is just a part
of the lead-generation process and the customers journey. But its not exactly a customers
journey.

Surprised?

Actually, lead generation consists of:

A marketing funnel which is responsible for driving and qualifying targeted leads
A sales funnel which is responsible for lead nurturing and closing deals
A post-sales funnel, which is responsible for educating buyers and shows the value
of your product or service while tracking customer satisfaction.
A referrals funnel, which is responsible for generating referrals and word-of mouth
campaigns

As you see, this is a contrast to the AIDA model, which is traditionally used to describe the
sales funnel.

But why do we call them funnels?

Lets dive into some history.

Who invented sales?

In 1898, Elias St. Elmo Lewis created the Purchase Funnel, which is better known as AIDA.
The purpose of the purchase funnel was to describe a sales process that consisted of 4
steps:

Awareness - A lead becomes aware of your product via advertising or word-of-mouth, etc.

Interest - If it seems to be relevant and useful to the lead, he expresses interest in the
product.

Desire - this is the stage when the lead understands all the benefits of the product and
wants to buy it

Action The lead actually buys the product.

Elias St. Elmo Lewis used the funnel metaphor to visualize these 4 steps. Wide at the top,
narrow at the bottom, it shows how many leads are dropped at each stage.

This became a key marketing instrument for almost a century. But times have changed.

Nowadays there is much more competition, the sales cycle is longer and the most important
part which AIDA misses not all leads are equal, and not all leads are sales-ready!

Attracting unqualified and non-targeted leads to your sales funnel will only cause you to
spend your marketing budget ineffectively. Your sales cycle and customer acquisition cost
will increase, too.

So is the sales funnel dead?

Actually, it is dead in terms of its old definition as AIDA when it comes to the B2B sphere and
its associated complex and costly services like consulting, insurance, taxes, audit and
assurance, expensive SaaS, etc.

But it still works in the B2C sphere (for example, e-shops or photography) where standard
products or services are sold and the sales cycle is less than 30 days.

But now lets return to the purpose of the sales funnel.

The purpose of the sales funnel

The purpose of sales funnel is to divide the sales process into micro-stages, from the
marketing qualification (well speak about this later) through to signing a contract.

Such separation will help you overcome objections, describe the benefits of your product or
service and reduce the sales cycle (and avoid well think about it and call you later).
This is very important, because you can see at which micro-stage you are losing leads, and
youll be able to prepare necessary content or counter-arguments.

As a result, your sales team will communicate only with sales-ready leads who know exactly
why they should choose your company and how theyll benefit from your product.

How does the sales funnel work?

Before reveal this, I should mention that there are different types of sales funnels:

B2B sales funnel

Infomarketing sales funnel

The typical sales funnel can be described as a process of educating the lead and
overcoming his objections, in smooth-moving microstages.

As mentioned earlier, the main purpose of such a sales funnel is to prepare sales-ready
leads for the sales team.

"
Well speak more about this in Chapter 2.

As well, an infomarketing sales funnel focuses on immediate conversions of leads.

The most traditional infomarketing sales funnel is described in this digital marketers post.

It starts with lead magnets for capturing lead contacts and an immediate upsell of tripwire, a
low-cost (between $1 - $49) and quickly consumed product.
When the lead buys tripwire, he becomes a customer and receives an offer with the core
product.

When he buys your core product, he receives an offer with a profit maximizer a high-end
or made-for-you service or product.

Of course, there are many more examples of infomarketing sales funnels. Ill reveal some of
them in Chapter 6.

Chapter 2 - Sales funnel stages

So lets get back to the sales funnel as a part of the customers journey.

The sales funnel as a part of the customers journey

The customer journey refers to the way your customer moves from awareness about his
problem to refer your company or product to his friends.

The lead enters the sales funnel when he is marketing-qualified.

This means we know exactly that the lead matches our customer avatar. We know which
segment he belongs to and what problem he has. And most importantly - which product or
service will best meet his needs.

Next, lead nurturing comes into the game. This is a key part of the sales funnel process.

With lead nurturing, we must show all benefits of our product, educate the lead about
different solutions to his problem, and give him options so he can choose the best one.

As well, we should work on objections and doubts to get more sales-ready leads at the end
of the lead-nurturing campaign.

There are also 3 more important elements of the sales funnel process:

Progressive profiling
Lead scoring, and
Sales qualification.

Ill reveal them a bit later, when I describe the sales funnel stages.

Sales funnel mistakes

Before considering the sales funnel stages, I just want to show you the most common
mistakes companies make when architecting a sales funnel.

The biggest one is using AIDA as a universal method for developing the sales funnel.
"
Heres how the folks from Mailmunch describe this model.

Awareness This is a stage when the prospect becomes aware of his problem or need and
seeks possible ways to solve it.

He can find your ad, blog post or social media post, and visit your website for the first time.

Interest This is a stage when the prospect clearly understands his problem and looks for
solutions.

This is when he might download your white paper, subscribe to a newsletter, etc. He
expresses interest in your products.

Decision At this stage, the prospect is choosing between solutions and is sales-ready.

He can book a free consultation with you, sign up for trial, or download a white paper with
product comparisons.

Action At this stage, the prospect becomes a customer, signs a contract with you and
transfers money to your bank account.

Whats wrong with this model?

On a global scale, AIDA is still functioning, but this is a bad model for creating a sales funnel.

The model doesnt show:

 Why and where exactly we lost a prospect
Which channel generated non-targeted traffic
Precisely which part of the sales funnel must be fixed.

As well, AIDA relies on an old, outbound process, means we should drive leads to the sales
team immediately at the decision stage.

Whats wrong with this?

Here are some stats from Hubspot:

63% of people requesting information on your company will not purchase for at least
three months and 20% will take more than 12 months to buy.
50% of leads are qualified, but not yet ready to buy.
57% of the buyers journey is completed before the buyer talks to sales.
61% of B2B marketers send all leads directly to Sales; however, only 27% of those
leads will be qualified
Only 25% of leads are legitimate and should advance to sales.
91% of customers say theyd give referrals. Only 11% of salespeople ask for
referrals. But 83% of consumers are comfortable making a referral after a positive
experience.

This means if youll still use the old AIDA model for your sales funnel, youll lose almost 75%
of your leads.

Did you notice the last fact about referrals?

This is another common mistake made when companies architect their customers journey
and sales funnel.

AIDA shows that the last stage in your funnel is Action, when a lead signs a contract with
you. But in the customers journey, we also have 2 additional funnels: the Post-sales funnel
and the Referrals funnel.

Its totally true that an unsatisfied customer will never make a referral and never buy from
you again.

So, exactly after sales, we should track customer satisfaction, educate and help them with
product implementation and only after this move a customer to the Referral funnel.

The next sales funnel mistake is a rid leads.

By default, AIDA means that we should contact every lead that enters our sales funnel. So if
a marketing campaign generated leads at a suitable rate, it counts as effective.

Correct?

No!
Not all leads are equal. If the lead doesnt fit your customer avatar (that means he will never
buy from you), your marketing campaign is unsuccessful, and you should stop it.

If you dont, your company will definitely join the famous marketing sales war when sales
folks spend time on unqualified leads. Meanwhile, the marketers will retort that the sales
team has low sales skills and doesnt know how to sell.

The last sales funnel mistake is skipping lead nurturing and lead scoring.

As I wrote earlier, the old outbound process drives leads to the sales team. But not all leads
are sales-ready.

As you saw in the Hubspot statistics, 83% of leads arent ready to negotiate with you in the
first 3 months. That means they need more information about your company and products.
They need to sell themselves on your company as a safe choice and have a clear vision of
the benefits theyll get.

Thats why avoiding lead nurturing and lead scoring leads to low close-deal ratio. But well
speak more about this in the next chapters.

The stages of the sales funnel

So, what are sales funnel stages?

I highlight 2 main stages:

Lead nurturing
Sales qualification

Lead nurturing

The first stage of the sales funnel is lead nurturing.

When we know for sure that a lead fits our customer avatar and we can put him into the
appropriate segment, lead nurturing starts.

So what is lead nurturing?

Marketo describes it as the process of developing relationships with buyers at every stage of
the sales funnel and through every step of the buyers journey. It focuses marketing and
communication efforts on listening to the needs of prospects, and providing the information
and answers they need.

Lead nurturing is important because the major part of your leads arent sales-ready. They
need more information about your product, and they have a lot of questions and objections
which must be overcome before you drive the lead to the sales team.

Just look at these facts, which underscore the importance of lead nurturing:

On average, 50% of the leads in every market are not yet ready to buy (Marketo).
 Almost 80% of new leads never become sales (MarketingSherpa).
Companies that excel at lead nurturing generate 50% more sales-ready leads at a
33% lower cost (Marketo).
Nurtured leads make 47% larger purchases than non-nurtured leads (The Annuitas
Group).

So, in short, the main goals of lead nurturing are to:

Demonstrate the benefits of your product

Overcome objections
Build a relationship and credibility
Gather additional information about the lead for sales qualification
Drive the lead through the microstages of the sales funnel to sales qualification.

But there is still one question youll be asking: how will I know exactly which segment I
should put my lead into? There are so many criteria I must know for proper segmentation,
and I cant apply them during marketing qualification because nobody will fill out the long
lead-generation forms.

Thats true. Nobody will fill in these web forms.

"

Your lead-generation forms shouldnt be very long, because your conversions will be nearly
0%. Instead, you should choose 2-4 criteria which will help you to segment a lead and
qualify him.

Other qualification work will be done by progressive profiling.

Progressive profiling

Progressive profiling is a process of gathering information about a lead during a lead-

nurturing campaign for future sales qualification.

Here is an example from Unbounce.

1. A prospect visits your website and downloads a whitepaper.

They submit their name, email address and company name through your web form.

2. After receiving a few drip emails, the same person clicks a CTA to register for a
webinar.

A dynamic web form for now asks for their industry, company size and a custom question
about their software needs. Dynamic web forms present unique fields to each prospect
based on the information you already have (or dont have) in your database.

3. Not long after the webinar, the lead requests a video demo of your product.

You now ask them to specify a budget range and implementation time frame.

Sales qualification

As I mentioned, the last goal of lead nurturing is to drive qualified, sales-ready leads to the
sales team.

A question you might have: how will we know that the lead is hot and sales-ready?

To know this, you should apply lead scoring to your lead-nurturing campaigns.

Lead scoring is a process of applying values from 0 to 100 to a leads data and behaviour.

That means you can set up a level (e.g., 80 points) that indicates when the lead is hot and
sales-ready.

How does lead scoring actually work?

The first step is marketing qualification. The more the lead fits our customer avatar, the more
points he receives in the beginning.

For example, we have 3 criteria for marketing qualification:

Job title
Company size
Industry

Our ideal customer is the CEO of mid-sized (50-100) law firm.

For each criterion our lead matches our customer avatar, he gains a point.

The second step in lead scoring is deciding which of the leads actions should tell us about
his growing interest in our products.

Here are some examples:

Visited a pricing page - 8 points

Registered for webinar - 10 points
Clicked a link to a product-related article in an email - 3 points

But not all actions are equal and should be scored!

As well, you should also add negative scores to your lead-scoring process.

That means you take away points from actions that are non-targeted (e.g., unsubscribes
from newsletters, negative social media comments or no website activity for the last 3
months).

The last step in the lead-scoring process is to set up a level (e.g., 75 points) which will signal
that the lead is sales-ready and should be driven to sales qualification.

The sales qualification is the last stage in the sales funnel.

At this stage, we gather additional information about the lead and decide which products, at
which price packages, we should offer them.

For this purpose, we can use discovery calls or events like webinars, demonstrations
applying BANT methodology (or others like ANUM, MEDDIC or CHAMPS, depending on
your business).

The BANT method helps us to identify whether:

The lead is a decision-maker,

he has a budget,
he has a problem our product can solve,
he needs the solution quickly.

If the lead fits the sales-qualification criteria, he is driven to the sales team, who will be
responsible for further negotiations and deal closure.

Chapter 3 - Creating a sales funnel

As we saw earlier, there are 2 global stages in the sales funnel: lead nurturing and sales
qualification. But these are just global definitions. As I said, both of these stages consist of
micro-stages which create the sales funnel.
Seem difficult, but Ill simplify it for you in a minute.

The sales cycle

The first thing we should discuss before creating a sales funnel is the sales cycle.

The sales cycle is the timeframe from marketing qualification to signing a contract. It can be
described as a formula: lead nurturing (days) + sales qualification (days) + sales process
(days) = sales cycle length.

This metric helps us to identify a timeframe for our lead-nurturing campaigns. You can easily
calculate it in your CRM (the date of Sales qualified stage the date of lead creation).

Lets look on example:

1. The lead was marketing-qualified on 1.05.2017 and appeared in the MQL stage in
our CRM
2. On 1.07.2017, the lead was moved into the sales qualification stage
3. On 17.07.2017, the lead was moved to the negotiation stage
4. On 1.08.2017, the deal was closed.

So whats the length of our sales cycle? 92 days (1.08.2017 1.05.2017).

The lead nurturing process in our example lasted 2 months or 61 days (1.07.2017
1.05.2017).

But what exactly should we do during this 61 days? Which campaigns should we apply to
the lead-nurturing process?

That is what we exactly will talk about later!

Sales funnel micro-stages

The traditional approach to lead nurturing means that we should provide relevant information
at each stage of the buyers journey to the exact segment.

But how do we define these stages and decide which exactly information to send?

I use 2 tools for this purpose.

#1 - Divide the sales funnel into micro-stages

Micro-stages are actions that clients usually take during the period between their first contact
with your company and signing a contract.
I deliberately wrote clients, not leads! That means we should analyze our previous
experience with our current customers and check out these actions.

Heres an example:

"

A prospect visited our website, downloaded the guide and is marketing qualified.

Then, after 5 days he asked for a consultation with a specialist from our company. After 2
weeks, he asked us to send him product specifications.

A week later, he asked us to send him some case studies.

Two weeks later, the lead proposed a meeting.

Every one of these actions is sales funnel micro-stage. Avoiding or skipping one of these
micro-stages (something sales and marketing teams regularly do) will lead to the loss of the
deal or cause the lead to change his mind: (Ill think about it and call you later).

Thats why its so important to define micro-stages and drive leads smoothly from one micro-
stage to another.

But this is not the work of marketers only. This is exact time when the marketing and sales
teams must unite to reveal the micro-stages.

Now lets get back to the definition and goals of lead nurturing.

The basic purpose of lead nurturing is to build relationships with leads and position your
company as the best choice with the help of relevant information.
That means we should work on the leads objections, demonstrate the benefits of our
products, and show how we can help solve the leads problem. That is the exact information
the lead requires to become sales-ready.

I call this the Map of Information Necessity, which is the second tool I promised to tell you
about.

# 2 The Map of Information Necessity

The map of information necessity is the tool I use to define which content, at which micro-
stage, I should send to leads.

Here is the process I use to craft it:

1. Sales team interview

I ask the sales team these questions about leads:

What objections do leads usually have at each micro-stage?

What questions do they ask about our products?
What information do they require at each micro-stage?

2. Define the content to send

The second part of the process is a brainstorming session which again involves the sales
team. As marketers, we prepare our content propositions and discuss them with the sales
team.

Lets return to our example.

The lead has downloaded the guide, and after 2 weeks has asked for the consultation. At the
consultation, he asked about the differences between our product and others and whether
this product fits his business.

What do these questions mean?

They mean that our lead doesnt know or is not sure how hell benefit from our product. As
well, he doubts whether our product will fit his business.

Which information should we share with the lead?

Here are some ideas:

Detailed comparisons between our product and our competitors, with objective
benefits and disadvantages
A case study how our product was used in the leads market (remember, the lead
asked about it later, in our example)
An article on how to solve the leads problem, including examples of our product.

The primary benefit from such an approach is sales-ready leads and a shorter sales cycle.
The second one is not so obvious, but it really works: its the prediction of the leads next
steps, his questions and objections. This is a process we call sending relevant information
and building relationships with the lead at each step of the customers journey.

Chapter 4 - Sales funnel management

In previous chapters, we spoke about how to create a sales funnel. But the question is,
which tools should we use for sales funnel management?

There are many tools you can use, but I prefer to simplify the process. If one tool can
manage a couple of business processes, I prefer it.

So when it comes to sales funnel management, my favorite is Active Campaign.

Active Campaign has CRM and sales automation, marketing automation, email marketing
features and dozens integrations. It is pure gold when it comes to sales funnel management.

Of course, there are other advanced marketing and sales automation solutions like Hubspot,
Pardot and InfusionSoft, but I prefer Active Campaign for its simplicity.

In this chapter, Ill briefly review how you can manage your sales funnel using Active
Campaign.

Web forms

Some CRMs lack web forms or arent convenient (they dont redirect URLs after form
submission, or lack custom fields). So you need to find another solution and integrate it with
CRM via Zapier.

With Active Campaign, you can build as many web forms as you need, set up custom
redirects after form submission, add tags (I forgot to tell you that Active Campaign is a tag-
based system) and add them to specific lead-nurturing campaigns.

Best of all, you can create pop-ups, floating bars and floating boxes so you wont need other
solutions for this.
"

If you want to modify this, you can also add a custom CSS.
"

As for custom fields, you can choose simple text field radio buttons, hidden fields, drop-down
menus, multi-selection lists and date. This makes Active Campaign web forms perfect for
MQL and SQL.

"
All the collected data will be stored in the contacts profile.

Pipeline and contact management

http://www.activecampaign.com/videos/deals_intro.mp4

Pipeline management in Active Campaign is similar to that in modern CRMs. It has a drag-
and-drop feature, a live desk with everything opened, and you can upload/download your list
of contacts and the CRM and catch the social profiles of leads.

But most importantly, it has a built-in sales automation process (which some CRMs make
available only in high-cost packages) and it tracks the leads behaviour (like website visits,
content downloaded, or links shared), which allows you to easily apply lead nurturing and
lead scoring in one place.

You can easily add tasks to the sales team based on the leads activity. As well, you can set
up an automated process for when the lead should be driven to the next micro-stage in your
sales funnel.

"
This awesome and valuable feature helps you minimize the human factor in the lead-
generation process.

Lead nurturing

http://www.activecampaign.com/videos/automation-topanimation.mp4

Active Campaign makes it very easy to implement lead nurturing using a wide variety of
marketing automation features.

You have three core instruments: email marketing, website messages and SMS.

"

Also, Active Campaign is a tag-based system, so you can add or remove tags for each lead
action. This helps you to create hyper-targeted segments and increase the ROI of every
marketing campaign youre running.

Lead scoring

Active Campaign has a very simple and easy process to apply lead scoring.
"
You just add a score based on behaviour or the leads characteristics in your automations.
Active Campaign immediately displays it in the leads profile.

"

All the data updates in real time, so your sales team will immediately be notified about every
sales-ready lead.

If youre interested in a detailed guide on how to use Active Campaign for lead nurturing and
sales funnel management, please write in the comments section Im interested in the Active
Campaign guide and Ill prepare it for you.
Chapter 5 - How to measure and optimize the sales funnel
If you cant measure it, you cant manage it.

Peter Druckers famous quote is especially true when it comes to sales-funnel analytics. A lot
of companies use this tool only for sales forecasting and managing their client database.

But if you do proper analytics, if you know how to optimize the conversions at each micro-
stage, youll get much more ROI from marketing campaigns and close more deals.

So what are the most important sales funnel metrics?

As a rule of thumb, we know the formula for increasing sales:

Sales = customers (leads x close ratio) x deal size x transactions.

Based on this, Pipedrive CRM highlights four important metrics:

ADD EXAMPLES

1) Number of deals in your funnel

This metric shows you what sales volume you can expect at the end of the month based on
previous statistics. As well, you can see how many marketing-qualified leads should enter
your sales volume to achieve the target sales quota.

2) Average size of a deal in your funnel

This metric shows you the actual deal size. Based on it, you can decide to increase the deal
size by upselling if you arent able to generate new qualified leads this month.

3) Close ratio

The close ratio is the average percentage of deals won.

You can apply the close ratio at each micro-stage in the sales funnel, so you can optimize
them and increase your average close ratio.

More on this later.

4) Sales cycle

As weve already seen, the sales cycle is the average lifetime of a deal before its won. By
applying this metric, we can see how much time the lead spends at each micro-stage and
decide what we can do to shorten the period.
I always measure one more important metric the number of sales-qualified leads.

5) Number of sales qualified leads

As B2B marketers, our main goal is to drive sales-ready leads to the sales team. So why
arent we measuring it in the sales funnel?

These 5 metrics will help us identify the gaps in our lead-nurturing campaigns and optimize
them for better conversions.

Lets look at each metric and analyze how each of them can help us improve the sales
funnel.

Number of deals in your funnel

Based on previous statistics, we can easily calculate how many marketing-qualified leads
(MQL) we should generate this month to achieve our sales quota.

This metric helps us analyze the effectiveness of each channel and instrument weve used
during our marketing campaigns:

How many MQL have we generated from each channel?

What channels didnt generate the expected number of leads?
Should we reallocate and reinvest the marketing budget in more effective channels
and instruments?

Average size of a deal in your funnel

Another metric which influences the sales quota is the average deal size.

But how can we, as marketers, influence it?

Here are some ideas.

As a seller, you always have different solutions with different pricing packages. As a rule of
thumb, there are always three tiers: basic, standard and premium.

Basic tier means we sell only the solution the lead needs, at the lowest price.

Standard tier means our standard proposal.

Premium tier means higher prices, along with more advanced features added to the
proposal.

So why do some leads choose premium tiers and some dont? Only because they have a
budget?
One reasons why leads choose premium packages is that they know and understand all the
benefits and ROI from buying the premium solution.

Thats why its so important to demonstrate all the benefits of your premium solutions during
lead-nurturing campaigns.

Some leads will always ask you to send them more information about premium products,
which gives you a chance to increase average size of a deal.

Close ratio

The close ratio is the most important metric for B2B marketers when it comes to sales funnel
optimization.

Usually this metric is used only by the sales team to analyze the effectiveness of their work.
But as B2B marketers, we must also use this metric to analyze the close ratio of our micro-
stages. How many leads went from one micro-stage to another?

Why will we benefit from this knowledge?

Lets look at an example.

Imagine that you generate 100 marketing-qualified leads each month.

You have a basic lead-nurturing campaign, which only demonstrates the benefits of your
products and pushes leads to sales qualification.

Only 5 leads pass through sales qualification.

You decide to divide the sales funnel into micro-stages, and after few months figure out the
next situation:
"
We lost:

25% of leads after sending the guide

30% of leads after consultation
20% of leads after sending the specification
20% of leads after sending the case study.

This means that only 5% of your marketing-qualified leads passed through to sales
qualification.

Now we have a clear picture of what we should optimize. Here are some ideas how to
improve the sales funnel.

1. Update your guide to include the clear benefits of your product, show results of your
clients and testimonials, add a USP.
2. Update your case study with more details:
a. What problem did your customer have when he reached you?
b. What exactly did you do to solve the problem?
c. What results did you achieve at every step?
3. Listen to consultations provided by your team. Check whether all their answers are
helpful to customers. Do customers understand everything? Does your specialist
drive the lead to the next micro-stage by offering them the next steps to take at the
end of the consultation?

You can use the same approach to optimize your sales funnel.
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