The **[[Sales Funnel]]** is a [[Marketing & Analytics]] conceptualisation of how people end up customers ^about There are typically four stages to the funnel. There are generally more (and less per capita value) candidiates at beginning stages than there are in the latter (hence the 'funnel' visual). > **Top of Funnel (TOFU)** pertain to broad-sweeping and non-personal methods and points of communication, including **awareness** and branding and appeal. There is typically no specific 'sale' here, only activities and metrics, specifically the **generation of leads**. Lots of people will 'make contact' with your business here, though you may not be aware of them. > **Middle of Funnel (MOFU)** activities pertain to more targeted and **detailed** forms of engagement, including surveys, webinars, and longer-form resources. The lead at this point is assumed to have established interest (from passing TOFU), and thus the focus shifts to personalisation, deals, and your **[[Unique Selling Proposition]]** in order to convert the from 'interested in the offering' to 'prefers your offering'. > **Bottom of Funnel (BOFU)** activities move in on specific, **personal**, and traceable opportunities with a lead. This can include personal consultation, demos, case studies, and customisation of the offering to better serve the customer. > **Post-Sales** activities, though not always a part of the funnel, pertains to sales activities performed after a successful transaction to an existing customer. The activities may be focussed on customer satisfaction, retaining loyalty, and prompting repeat purchases.