Funnel mapping

Even from early days, the funnel provides so much clarity.

• Your funnel will likely look a little more hour-glass shaped and have some loops coming off it, but regardless you need to map the GTM process clearly and have a shared understanding of what it looks across your company.
• Once you have that funnel flowchart it’s much easier to get organized on rules of engagement, hand offs between teams, inventory and report on full-funnel marketing activities, and increase conversion throughout your funnel. 
• Your funnel is likely not funnel shaped–the shape doesn’t matter. This is about mapping lifecycle stages.
• Funnel mapping & channel selection are the  perceptions & positioning of your engine - it shapes what your team focuses on and how you prioritize.

3 ways to map your funnel

1. Funnel flow chart that shows how things are set up across rev ops tools (marketing automation, CRM, etc)
2. An inventory of primary activities at each stage of the funnel–this helps you with planning
3. A report showing each funnel stage with volume, conversion rates, etc.

1. Create a funnel flow chart

These are the steps for mapping your funnel:

1. Map your stages
2. Define rules of engagement between stages for handoffs to sales, product, customer success
3. Track marketing activities by funnel stage
4. Measure # or $ in each stage, % conversion & time btwn stages

What to include in your funnel flow chart:

1. Stages
2. Qualification criteria to get to next stage
3. Team who “owns” each stage
4. Rules of engagement for interacting with contacts & accounts at each stage
5. Can also add lifecycle emails to this diagram

Note: It may be helpful to make multiple for different segments or motions.

Other Note: Collaborate with sales, rev opvs, and all GTM teams on this.

The following three diagrams show basic examples of funnel maps for sales-led, product-led, and hybrid GTMs.

What to do with this flowchart once you have it.

1. Use them as a reference for the next 2 ways to map your funnel: inventory of marketing activities & full-funnel reporting.
2. Train employees across all GTM teams on how the funnel works
3. Copy and edit stages for different ICPs, including invited users in a PLG product.
4. Reference when discussing adding an additional GTM motion (like adding a free trial) into the mix. Update accordingly.

2. Create an inventory of marketing activities

It's helpful to know all of these things by funnel stage, but maybe not all in one template.

Here's an example of what this may look like:

• Inventory what’s happening at each stage to plan & prioritize.
• You may choose to have multiple tables and not put it all on one diagram.

‍

‍

3. Create a full-funnel report

Creating and maintaining a full-funnel report is essential for every B2B marketing team. You should create a full-funnel report for each of your funnels, if you have multiple.

• Funnel reporting can be tracked in BI tools or a good old-fashioned spreadsheet.
• Conversion goals and tracking by source throughout the entire funnel are the key to spotting and preventing funnel leakage.
• Basic things to track include Web & Blog Analytics, Funnel Reporting, and Attribution.

To learn more about full-funnel reporting, read this article.