{"id":50720,"date":"2019-11-29T18:41:00","date_gmt":"2022-10-18T18:41:24","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50720"},"modified":"2025-01-08T14:49:40","modified_gmt":"2025-01-08T03:49:40","slug":"a-sales-funnel-is-good-for-smbs-but-a-defined-sales-funnel-is-great","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/a-sales-funnel-is-good-for-smbs-but-a-defined-sales-funnel-is-great\/","title":{"rendered":"A sales funnel is good for SMBs, but a defined sales funnel is great"},"content":{"rendered":"\n<p>Think you know everything about sales funnels? You might find there\u2019s more to them than you realised.&nbsp;<\/p>\n\n\n\n<p>Chances are your business has numerous channels \u2013 a website, social media, email newsletters \u2013 all working hard to reach the right customers at the right time.&nbsp;<\/p>\n\n\n\n<p>But to really grow, businesses need to connect with customers strategically and systematically at every touchpoint \u2013 not just throw out hooks in every direction and hope for the best.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-enter-the-defined-sales-funnel\">Enter the defined sales funnel<\/h2>\n\n\n\n<p>\u2018Defined\u2019 is the operative word here. All businesses have a <a href=\"https:\/\/www.salesforce.com\/au\/hub\/sales\/encourage-customer-journeys-improve-middle-of-funnel\/\" target=\"_blank\" rel=\" noopener\">sales funnel<\/a> \u2013 but not all businesses recognise the paths their customers take.<\/p>\n\n\n\n<p>For example, a small or medium business might be successfully selling its products, but how it is selling them is sometimes a mystery. How does a customer hear about them? When and why does a lead convert to a sale? Without this knowledge, responding effectively to customer inquiries, connecting with new prospects and closing a sale is basically guesswork. The business could be losing as many leads as it is wins. And without being able to identify lost leads and the reasons for them, there is no opportunity to plan for scale or growth.&nbsp;&nbsp;<\/p>\n\n\n<aside class=\"contextual-driver has-text-align-left\">\n\t<header>\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tWant more awesome content?\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p><\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/au\/form\/other\/blog-newsletter\/?d=7010M000000O5YqQAK&#038;nc=7010M000000O5tKQAS&#038;_gl=1*1rjh6qs*_ga*Nzg0OTU3NjEwLjE2NjYyNDYzMDA.*_ga_3VHBZ2DJWP*MTY2NjgzOTUxNC4zLjEuMTY2Njg0MDkyMy4wLjAuMA..\" target=\"_blank\">\n\t\t\t\t<span>SUBSCRIBE TO OUR BLOG<\/span>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\"><path d=\"M13.92 5.38a1 1 0 0 0 0-.76.9.9 0 0 0-.17-.26.3.3 0 0 0 0-.07l-4-4a1 1 0 0 0-1.46 1.42L10.59 4H1.07a1 1 0 0 0 0 2h9.52l-2.3 2.29a1 1 0 0 0 0 1.42 1 1 0 0 0 1.42 0l4-4a.3.3 0 0 0 0-.07.9.9 0 0 0 .21-.26\" \/><\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-einstein\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png\"\n\t\talt=\"Illustration of einstein\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<p>Defining the sales funnel is crucial to making your sales funnel a powerful tool for your business and, fortunately, all it requires is for you to pay closer attention to what customers are doing and build your processes around that.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-get-to-know-the-sales-funnel-and-your-customers-journey-through-it\">Get to know the sales funnel and your customers\u2019 journey through it<\/h2>\n\n\n\n<p>You guessed it; a sales funnel looks exactly like a funnel. The widest end is the \u2018awareness\u2019 stage, when customers first hear about your brand thanks to your online ads, social media campaigns, and so on. There\u2019s plenty of interest but no one\u2019s getting out their wallet just yet.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/blog\/2019\/02\/how-sales-and-marketing-collaboration-is-helping-small-businesse.html\" target=\"_blank\" rel=\"noopener\">If your marketing story is compelling, some of those customers will move to the \u2018interest\u2019 stage<\/a>. At this point, they\u2019re taking a closer look at what you have on offer. Hopefully, this will lead them to the decision\u2019 phase, where they decide to make a purchase, followed by the \u2018action\u2019 phase of responding to a sales rep or clicking \u2018add to cart\u2019.&nbsp;<\/p>\n\n\n\n<p>As you consider these four stages, ask yourself:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What are we doing to attract prospective customers to the funnel? How can we identify them early on?<\/li>\n\n\n\n<li>How do these stages map to the things we do as a company (for example, how we organise our website and product information)? How are we encouraging customers to move to the next stage?\u00a0<\/li>\n\n\n\n<li>Is there anything impeding good experiences at any stage? What can we do to improve?\u00a0<\/li>\n<\/ul>\n\n\n\n<p>Answering these questions will not only help you define your sales funnel but begin to actively shape it in a way that leads to more wins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-don-t-forget-your-data-and-prepare-to-gather-more\">Don\u2019t forget your data \u2013 and prepare to gather more<\/h2>\n\n\n\n<p>A generic sales funnel treats all customers the same. But a defined sales funnel treats all customers differently. With a defined sales funnel you can better recognise long-term prospects from the start and personalise their customer journeys.&nbsp;<\/p>\n\n\n\n<p>For this level of definition, you need to <a href=\"https:\/\/www.salesforce.com\/au\/blog\/2019\/09\/the-business-case-for-cloud-crm--6-reasons-to-share-with-the-bos.html\" target=\"_blank\" rel=\"noopener\">analyse the customer data you already have<\/a>. What patterns exist in your website activity? What are customers\u2019 most frequently asked questions? At what point do they commonly opt-out of the journey? Which previous marketing campaigns or website tweaks have led to significant shifts in customer behaviour?<\/p>\n\n\n\n<p>Then you need to consider opportunities to gather more information and feedback. Fine tune all your touchpoints \u2013 from your <a href=\"https:\/\/www.salesforce.com\/au\/service\/contact-center\/what-is-a-call-center\/\">call centres<\/a> to your landing page, from your social channels to your customer surveys.\u00a0 Fortunately, this is often data customers are happy and willing to share because it reduces the time and effort they need to spend finding the companies, products and services they want.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-evaluate-learn-and-evaluate-some-more\">Evaluate, learn and evaluate some more<\/h2>\n\n\n\n<p>By defining your sales funnel, you\u2019ll bring clarity and consistency to the process of acquiring customers, and maximise your sales. But there are other useful ways to evaluate business success via the funnel.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Track your marketing ROI. With your defined funnel running smoothly, you\u2019ll be spending more of your budget connecting with the right prospects at the right time.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/2019\/06\/7-ways-startups-are-smashing-customer-service.html\" target=\"_blank\" rel=\"noopener\">Listen to your customers<\/a>. Satisfied customers love to talk about the companies they love. If your defined sales funnel is providing fantastic CX, then you\u2019ll be turning customers into brand advocates. Give them the platforms needed to sing your praises.<\/li>\n\n\n\n<li>Say goodbye to pulling all-nighters. A defined sales funnel gives you the data you need to make your next move quickly and confidently.\u00a0<\/li>\n<\/ul>\n\n\n\n<p>The best sales funnel you can have is a defined one. It will give you the insights you need to grow your business. So stop guessing and start defining.<\/p>\n\n\n\n<p>Set your SMB up for growth. Read our latest <a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/2019-small-business-trends-report?d=7010M000002N3OiQAK&amp;nc=7010M000002N3OdQAK\" target=\"_blank\" rel=\"noopener\">Small and Business Trends Report<\/a>.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/solutions\/small-business-solutions\/overview\/\" target=\"_blank\" rel=\"noopener\">Learn how Salesforce can help build your sales funnel.<\/a><\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Set your #smallbiz up for growth. See the latest trends for 2019. <\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\"><\/p>\n\t\t\t\n\t\t\t\t\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/2020-small-business-trends-report\/?d=7010M000002N3OiQAK&amp;nc=7010M000002N3OdQAK&amp;_gl=1*s37zue*_ga*MTc3NjIwNjI1LjE2NjAwMTE5OTE.*_ga_3VHBZ2DJWP*MTY2NjgyOTU0MS42LjEuMTY2NjgyOTg5NS4wLjAuMA..\" target=\"_blank\" rel=\" noopener\">Get the report<\/a><\/div>\n\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Think you know everything about sales funnels? You might find there\u2019s more to them than you realised.\u00a0<\/p>\n","protected":false},"author":1,"featured_media":50722,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"5e4fb84853284a7ba4584b5bf53e8d87","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2468,2455,2517,2472],"sf_content_type":[],"coauthors":[2454],"class_list":["post-50720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales","sf_topic-marketing","sf_topic-customer-journey","sf_topic-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A sales funnel is good for SMBs, but a defined sales funnel is great | Salesforce<\/title>\n<meta name=\"description\" content=\"Think you know everything about sales funnels? 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