The entrance to the CVS funnel combines a massive physical footprint with a growing digital presence. CVS has about 10,000 retail stores. Eighty percent of Americans live within 10 miles of a CVS store. With the expansion of CVS’s HealthHUBs to 1,500 locations, one analysis suggests that 75 percent of Americans would live within 10 miles of a HealthHUB. In addition, CVS/Aetna has access to about 18 million Aetna medical insurance members in all 50 states. On the digital front, CVS has 62 million loyalty program members whose purchasing patterns can be tracked and who can be the target of tailored promotions.
Content also includes developing your final offer, that is to say your course.  Take some time to write down exactly what your offer is.  What is the price for your course? What are the benefits and outcomes for students? What problem does it solve? Why should they buy a course from you? You will need this in the future when you create your email campaign. More on that later.

One of the main reasons for giving out this free content is to get prospect to give you their email address in exchange of an opt-in offer. This could be mini-course, download, cheatsheet or report. At this stage your email marketing provider must provide you automations, meaning emails are sent without your involvement and as per your defined actions.
As each individual deal moves through each phase, the probability of closing the sale will change. The further along the sales funnel, the more information is exchanged and more apparent it becomes using the product will be advantageous to the customer. At this point, there is a higher potential for that deal to be ultimately successful unless the deal is moved to closed-lost in which case, the probability moves to zero.
Traffic sources. As you’ve probably noticed throughout this article, different traffic sources work better for different stages in the marketing funnel. Sometimes, however, a traffic source can surprise you, so it is a good idea to track how many people are entering your marketing funnel from each source and stage so that you can give your top sources more budget and attention.
As “State of Sales” finds, salespeople believe a combination of human skills and data-driven insights is needed to convert prospects into customers. In fact, the ability to listen is seen by 78% of those surveyed as an important attribute needed for landing deals. But sales reps also have to demonstrate industry knowledge (74%), trustworthiness (74%), and knowledge of prospects’ business needs (73%).

Customers move on to Stage 5 when the sale is complete. Try sitting with your team and brainstorming upon the kinds of information these customers are going to need, as well as how you’ll provide it as part of a cohesive onboarding process. Although at this stage you don’t really need to worry about customers finding you or moving on to the next option, it’s still vital to address their needs so that they walk away feeling good about their purchase decisions.


On a macro-level, a sales funnel will start with a large number of potential buyers at the top Based on certain criteria, this pool of potential buyers is reduced to a fewer number of prospects. Towards the middle of the customer journey, the number of prospects reduces to a handful of opportunities, and after the decision-making stage, the sales process ends with a closed-won or closed-lost deal.
Most prospects will look to enter this stage after identifying your offering as a possible solution and completing the information search process described in the earlier stage. However, some customers might be introduced to your brand after completing Stage 2 with your competitors, as in the case of an industry blog running a comparison chart of the different competitors in your space.
Time in stage – In an ideal world, your marketing content would be so compelling that people move from the top stage to the bottom stage in a single day. But since that’s rarely the case, it’s worthwhile to know if your prospects are getting hung up in one of your stages. If so, you’ll want to add more content to your site that answers the questions that are unique to this stage of the funnel.
Advocacy metrics: Track your advocacy efforts by measuring the percentage of customers who come through your referral program. Also gauge sentiment by what customers are saying on social media. Small businesses that don’t have the time or resources to devote to social media can use software tools, such as Hootsuite, to streamline the monitoring and management of various social media outlets.
The final stage of the sales funnel is the action that you're intending them to perform. In most cases this is the purchase. Again, how well you move them through the various stages is going to set you up with a specific conversion for this action. For example, if 100 people click on your offer and 10 people enter your sales funnel but only purchase people purchase, then you have a 2 percent conversion. 
Unfortunately, the reason why we call it a marketing funnel instead of a marketing journey or marketing waterfall is that not everyone who enters your funnel will end up buying. At each stage in the buying process, you lose some potential customers, but a good marketing funnel will keep those losses to a minimum and produce the maximum number of sales from your marketing.

If you’re running a marketing services business, you might create content about how to choose a marketing agency, pricing guides, whether a company should go contract or hire in-house, etc. The above examples are non-promotional, educational content resources we’ve created for our readers who are considering hiring marketing agencies – i.e. in the middle of the funnel (MOFU).


Before you start building your sales funnel, it is essential to have a clear business vision, develop an ecommerce marketing strategy, and then define your target audience to work towards your business growth. If, for example, you are looking at how to create an online clothing store, you need to follow specific steps to develop your business and stay successful.
If you’re running an accounting business, at this stage your customers would be evaluating different potential service providers. They might need resources like pricing guides (so they know what ballpark rates are), how to evaluate the landscape of accounting services (i.e. whether to hire a solo accountant, an agency, etc.), or how to choose an accountant.
Suzanne Frey, an executive at Alphabet, is a member of The Motley Fool’s board of directors. Robert Izquierdo has no position in any of the stocks mentioned. The Motley Fool owns shares of and recommends Alphabet (A shares), Alphabet (C shares), Apple, Starbucks, and Tesla and recommends the following options: short November 2020 $85 calls on Starbucks. The Motley Fool has a disclosure policy.

Sales and marketing teams need to adapt to these increasing demands. They have to work more closely together. While the marketing team still hands leads to the sales team at a point in the funnel, they have to stay involved to maximize customer retention and advocacy. The sales team needs to be involved early on, providing the benefits of their customer knowledge to help increase qualified leads and conversions.
Customers move on to Stage 5 when the sale is complete. Molly should brainstorm the kinds of information these customers will need, as well as how she’ll provide it as part of a cohesive onboarding process. Though she doesn’t need to worry about customers finding her at this stage or moving on to the next one, it’s still important to meet their needs so that they walk away feeling good about their purchase decisions!
Newsletters: Another effective engagement tactic is a regular newsletter. It’s typically delivered via email and focuses on delivering helpful information with a mix of incentives to encourage additional purchases. The newsletter conveys less of a salesy feel than email marketing content, so it can be a more inviting way to stay connected to your customers. Email marketing software, such as Mailchimp, can be used to execute both email marketing and newsletters.
First, a common language needs to be set up to ensure marketing knows when a lead should be moved from marketing’s control, and placed in the sales funnel. There are two terms, "marketing-qualified lead" (MQL) and "sales-qualified lead" (SQL) or “sales-accepted-lead,” which all sales funnels must embrace to keep both teams aligned. When marketing has a lead ready to talk to sales, the lead should be marked as an MQL, meaning marketing has gotten it to the point where they believe sales should take over. If sales agree the lead is sales-ready, they accept the lead and move it from MQL to SQL (or SAL), and the handoff is complete. If not, the lead goes back to marketing.
First, a common language needs to be set up to ensure marketing knows when a lead should be moved from marketing’s control, and placed in the sales funnel. There are two terms, "marketing-qualified lead" (MQL) and "sales-qualified lead" (SQL) or “sales-accepted-lead,” which all sales funnels must embrace to keep both teams aligned. When marketing has a lead ready to talk to sales, the lead should be marked as an MQL, meaning marketing has gotten it to the point where they believe sales should take over. If sales agree the lead is sales-ready, they accept the lead and move it from MQL to SQL (or SAL), and the handoff is complete. If not, the lead goes back to marketing.
You need to understand your audience like you do your very own yourself. You are aware of your dislikes and likes, you know what problems you face and you know the sort of people you will let help with those problems. If you learn to know your audience in the same manner, the chances of you establishing a genuine connection increase vastly. You will also be able to guide more people through your sales funnel and get those coveted ‘closed-wons’.
One of the core concepts in the digital marketing industry is the sales funnel. While odd sounding at first, this single core concept can take a business from virtually non-existent and unknown to multi-million-dollar marketing machine with mass saturation, seemingly overnight. In fact, there are skilled practitioners who have built a career around implementing this single concept in business.  
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