Funnel Mapping: A Practical Guide for Marketing & Sales Funnels

One of the most common problems businesses face is retaining and converting leads into customers. This is where funnel mapping steps in. It's an essential tool for both marketing and sales.

After all, unless you witness your potential customers' journey, it will be impossible for you to find out the factors that drive them away. Funnel mapping helps you recognize potential elements that can be enhanced or eliminated to achieve maximum lead conversion. In fact, there are funnel mapping tools that make this entire process fast and automated.

In this ultimate guide, we will talk about the importance of funnel mapping for sales and marketing and walk you through the process of chalking out a successful funnel mapping, so read until the end!

What is Funnel Mapping?

Funnel mapping is the process of creating a visual representation of your buyer’s journey from their initial interaction with your business until the point of sale or where they eventually leave.

It offers a deep insight into the path that your customers take after you first reach out to them, including the elements of your company that they will interact with. This helps you customize your business components that interact with your leads according to their preference, thus improving your chances of converting the lead.

What is a Funnel Used to Measure?

A funnel in business is used to measure customer success ratios that include the number of new leads, time taken to convert those leads, and the total conversion rate.

Here is a brief overview of the 3 funnel metrics:


Volume is used to measure the number of leads you generate from your stage one marketing strategy. It is used to calculate the number of deals you will need to close to reach your revenue target. You will find these details from your social media and Google analytics.


The conversion speed of your leads, technically known as the velocity, is used to measure the time it takes to convert a lead. For example, if your monthly target is $40k and each deal costs $10k, you have a maximum of one week to convert each lead.

Conversion Rate

Conversion rate is the ratio of the number of successful leads moved to the next sales stage to the number of original responders.

For example, if you initially receive 100 responses, and only 50 of them go on to the next stage, your conversion rate is 50%. This helps you identify your marketing campaigns' efficiency and impact on your target audience.

What are Funnel Strategies?

Funnel strategies are tactics adopted to enhance a company’s marketing and sales funnel and skyrocket its conversion rate.

In addition to a few common elements, your funnel strategies will and should ultimately depend on your end goal. Here are a few funnel strategies for the 5 most common business goals:

Lead Generation Funnel

One of the most common goals of designing a funnel is to generate new leads through marketing and then direct them to the sales funnel for the final sale.

To improve your lead generation rate, focus on your CTAs. When a customer first discovers your brand, they'll be curious to know more about your service and products. Instead of them having to scour on the internet for your company's credentials, take the initiative and guide them to the next step. Leaving customers unattended in the discovery stage will lead to a sharp dip in your lead generation.

A crisp and clear CTA will compel them to at least peep into the next stage.

Sales Funnel

This is the stage where your customers spend money on your brand, so naturally, they will level up their scrutiny and judge if your brand is at all worth the investment. Even the slightest inconvenience caused to your customers in this stage or lack of effort can cost you the lead.

The best funnel strategy for the sales funnel is to maintain a good follow-up schedule. Once you are done pitching the product, ask about their purchase plans. If they ask for some time to think, make sure you follow up with them.

This will ensure that customers don't forget about your product. Also, they'll eventually tell you what's holding them back from finalizing the purchase. Just make sure you don't go overboard with your follow-ups – there's a thin line between persistence and clinginess, and the latter can drive customers away.

Launch Funnels

A lot of businesses prefer to create a buzz about their products even before they are launched. However, many businesses can’t wrap their heads around their launch funnel strategies. A product launch should be all about the customer and not the product itself.

For instance, a customer will never be excited about your product unless there is something in it for them. Always look to add value to your customers – a strategy that never fails!

You can do this in two ways:

  • Offer them external benefits like special discounts on the first 50 orders
  • Grab their attention with unique product USPs and then market them to make it the next big trend

Remember–only when you offer something more than just the product will the product launch successfully create a buzz before launch.

Webinar Funnels

Strategies that allow customers to interact and engage have continually produced better results. One such strategy is a webinar funnel. Have you ever wondered where people go wrong with webinar funnels? People these days have jam-packed schedules. So even if they sign up for your webinar (out of excitement or lack of awareness of their schedule), chances are they might not show up during the event.

The strategy here is to maintain the initial excitement till the very end. Keep following up with your customers; send them email notifications to remind them about the event.

Also, send them your webinar's USPs in almost every email and really dig into how the webinar will change their life. This includes testimonials, a list of things that they will get access to in the webinar, or a secret giveaway at the end of the webinar.

Customer Conversion Funnel

Customer conversion funnels are basically the entire funnel representation of your buyer’s journey with your brand. Your aim here is to maximize your conversion rate and close as many deals as you can.

Pro Tip: Think like your customer! Focus on the hurdles of your prospective customer journey. After all, no matter how many features and additional benefits you add, they will all go in vain if there's even a single clog that disrupts your customer’s journey.

What Are the Key Elements in a Funnel?

The elements that will form the bottom line of your funnel mapping will depend on your target. Primarily, there are two types of funnels in business – Marketing and Sales.

Here are the 5 key elements and different stages in the marketing funnel:

Key Elements in Marketing Funnel

1. Awareness

The first step to creating a marketing funnel is increasing your brand’s awareness. Your campaign should focus on maximizing your reach to your target audience. The funnel mapping software you use should compel your target audience to pause and take a look at your service.

2. Consideration

Why should your customers even bother knowing more about your service? This can be analyzed by comparing your product to your competitors and zeroing in on what makes you stand out such that you're worth your customer’s time.

3. Conversion

The third element of your marketing funnel is the conversion of leads into customers. At this stage, the funnel helps you discover the factors that can improve conversion rates and promote a smooth purchasing experience. A detailed funnel analysis will help you find these factors and close more deals.

4. Loyalty

A one-time purchase isn't enough to sustain your brand. You need to keep your customers coming back to you through dedicated loyalty programs, responsive service, special discounts, and consistent engagement on social media.

5. Advocacy

An essential part of your marketing funnel is word-of-mouth promotion. Your aim here should be to turn maximum customers into your brand advocates who willingly promote your service with their personal network and connections.

Vital Elements in Sales Funnel

Marketing and sales are interdependent – the latter benefits from the former. That's why a few elements like research and brand awareness remain the same. But certain elements are unique to a sales funnel, such as:

1. First Contact

The first stage of a sales funnel involves establishing contact with all potential customers. Your approach should be intriguing but not over-imposing. Your pitch should reflect that your product will solve your customers' problems and make a difference in their lives.

2. Lead Qualification

Not every lead will be interested in your service, so make sure you prioritize the ones who actually are. As for the rest, keep them in the loop and look for an opportunity to pitch, preferably at a time when they might actually need your product.

3. Proposal Presentation

Once your leads make it to the buying stage, offer them the exact solutions they're looking for. Until now, you've been working with a generalized approach for your target group, but now that you know your customers personally, you need to offer personalized solutions to satiate their individualistic needs.

4. Negotiation

A customer will almost always ask for some time before they make a decision. Your strategies of handling this crucial window will either win you the deal or lose a customer for good! This is the time your customers compare you with other available options. Stay in touch and negotiate to reach a mutual agreement, benefiting both parties.

5. Convenient Adoption

Don't just abandon your customers once the sale is finalized. Ensuring that the product/service smoothly reaches them and is adopted into their system is your responsibility. If your customer faces any hiccup at any stage of the sale process, they'll back out without a second thought.

How Do You Map a Funnel?

As discussed before, your goal dictates the funnel mapping process. However, manually designing a funnel map can be a hassle and leave more room for mistakes.

Tools like come with pre-designed templates for funnels.

You can create a free account with Once your dashboard is ready, go to the “Projects” tab and write down the name of your first project to create it.

Once the page for your new project loads, click on “New Plan” and enter the plan details.

Next, click on “Create.” The screen will switch to a new page consisting of various funnel templates.

Let’s explore the SaaS funnel template to give you an idea of how this works:

Once the funnel chart template loads, a section of different lead generation sources will appear; you can edit the name, type of interaction, and the number of interactions through the drop-down menu under each lead generation source.

Next, plan where you want to lead them. It can be a landing page that then leads to your blog, features, or pricing page.

In the purchasing stage, you can categorize your leads into different pricing categories and assess their individual journeys in each of these sections.

Once the sale is finalized, welcome your customers and help them with the onboarding process. Note that the exact steps will be different for every business. That said, this editable template will help you design the map as per your business model.

Once a customer logs into your service, map out their interaction with your interface.

There are 4 types of offers available at a free plan, starter pack, pro plan, and agency pack.

Although you can start exploring their service with a free plan, if you want to take your business to the next level, you will definitely need additional features like live analytics tracking and custom branded UI that are available in the paid plans only.

What is a Funnel Example?

Here’s an example of how a funnel map is designed for a better understanding. It's a lead magnet funnel from

Create a new project and choose the lead magnet funnel template from the menu.

Once the template loads, begin with the lead generation sources and update your preferred platforms.

Next, decide where the leads will be led to. Finally, secure the lead with a confirmation message.

What is a Funnel Example?

All your marketing efforts - digital marketing, content marketing, or email campaigns - will fail without a well-thought sales process and mapping tool.

The funnel builder feature with offers comprehensive pre-designed templates, covering all marketing and sales funnel stages; all that you have to do is edit it as per your brand’s model. is, hands down, one of the best funnel mapping software for scaling a business.

Moreover, you can also add multiple sales funnels and funnel ideas, depending on your target buyer persona.

That said, there are a few other must-have funnel mapping tools out there that can help you design the perfect funnel map for your brand. After all, there's no such thing as one-size-fits-all in this scenario! Click here to find the best funnel mapping tool for your needs.

Final Thoughts

Chalking out your customer’s journey is the most effective way to recognize potential deal-breakers and leverage your USPs. Once you have a funnel diagram visually representing all your business components that your customers will be in touch with, you can focus on those individual elements and refine them to satisfy your customers better.
Greg Tucker

Written by

Greg Tucker

Founder & Editor-in-Chief of Oncore

Greg Tucker is the founder of Oncore. With a background in digital marketing and many years of working with small businesses, he is creating and curating content on Oncore to help others build their own startups.

OncoreHQ logo

Tips, guides and tools to grow your business. Learn the core skillsets that every business needs.

Copyright © 2021. OnCoreHQ. All rights reserved.