Revenue per customer or customer lifetime value: Typically, you won’t get the same amount of revenue for every customer that you acquire. Some of them might purchase at a discount, some others might purchase several products. If you offer a subscription plan, not all of your customers will stay subscribed for the same amount of time. A simple way to calculate this is to add up all your revenue for a specific period of time, and divide it by the number of paying customers you acquired during that period. The point here is that you should understand how much money, on average, you are making for every customer that you acquire. This will help you work backwards from a revenue goal and determine how many customers you need to hit your goals. I recommend that you only run this analysis periodically instead of keeping track of it every day because you will probably see a lot of variability. Teachable also collects all the data you need to calculate this value—just download a spreadsheet of all of your transactions from the Transactions tab. 
You gain the prospects interest through an email sequence. You begin to relate stories to them that tie into who you are and how you've arrived to this point in your life. Brunson, in his book, Expert Secrets, calls this the Attractive Character. Are you the reluctant hero whose journey happened almost by mistake, but you feel like you owe it to yourself and the world to convey something of great value?
While your sales funnel “ends” when someone makes a purchase, there’s another level outside of the sales funnel. Actually, there are two levels, working simultaneously: loyal fan and repeat customer. First, someone can become a loyal fan. They may or may not make a purchase again (for example, someone who purchases a home from your may not make a purchase again for a long time), but they tell others about your company and encourage them to make a purchase. This is extremely important to finding more leads for the “awareness” part of your sales funnel. Word of mouth is powerful.

Modern CRMs also track your emails and notify you when the lead opens your email. This is a nifty feature to know when to take action and move your lead to the next stage. You know, strike while the iron is hot? So now you’ll know if your email is getting read or not. You can also use email metrics to test your email performance, and craft better ones to increase open rates.
Antonio Lucio, Chief Brand Officer at Visa, believes the solution is to shift the focus from the transaction to the relationship.  After exploring the Customer Decision Journey, his team developed what they call a Customer Engagement Journey.  In this model, transactions occur in the context of the relationship rather relationships in the context of the transaction.

One of the most critical weaknesses of the Customer Decision Journey is the connection between purchase and advocacy. Almost every marketer we spoke to described how social media has disconnected advocacy from purchase. “You no longer have to be a customer to be an advocate. The new social currency is sharing what’s cool in the moment,” says Joel Lunenfeld, VP of Global Brand Marketing at Twitter.

Another important principle of this sales funnel is that we’re not talking about a linear process here. You don’t want to limit your marketing strategy to generate leads at the top of the funnel and then guiding them all to the end. There are thousands or even millions of people out there already who may know your brand but simply aren’t interested in it yet.
In the Intent stage, your prospect has made a decision to buy from you, but the deal hasn’t closed yet. They plan to buy but want to make sure your quote or proposal encompass everything they need at a price they are willing to pay. Here, you are negotiating terms or finalizing your proposal. Objections around price and other key terms usually surface here.

People are lazy. I know this because I'm a people and I'm lazy :) Even when something is explained in easy to follow steps, if all it requires is a few hours of work, most of us will find an excuse not to do it. But just like the story of the grasshopper and the ant, those who make the time and find the energy to take action will prosper. Those who sit around making excuses lose out.
How to get started: Gather a list of contacts from the groups mentioned above and email them to share the content you’ve created. Important: If your list is large and you plan on emailing them in bulk, you must give them an option to unsubscribe or stop receiving emails from you. An “unsubscribe” button is auto-generated on most email service providers.   
Market trends suggest the mismatch will only widen between customers’ actual experiences and the models of the funnel or Customer Decision Journey.  One key trend is the integration of marketing into the product itself.  The funnel presumes that marketing is separate from the product.  But for digital products like games, entertainment, and software-as-a-service, the marketing is built right into the product.  Examples include the iTunes store and Salesforce’s App Exchange.

Organic search: By writing relevant articles that rank for keywords to your business, you can attract traffic to your website. SEO is still very relevant and it is one of the cheapest methods in which you can ensure that you get unlimited traffic. But, you need to figure out the right keyword for your business and try to rank in the 1-5 position. It doesn’t end there though. After the visitor enters your page, you need to have a relevant CTA. This could be a related e-book they could download or a webinar they could attend. Look how WordStream uses an exit intent pop-up to capture leads.
However, getting to this stage is no simple feat. It takes an enormous amount of work and effort plus tracking. By implementing sales funnel software, such as the platform built by Brunson, you can definitely cut down the headache, but there's still lots of work to be done. Copy needs to be written, tracking pixels need to be installed and email sequences need to be created. But that's what it takes to succeed.
In digital marketing, despite the fact that it undergoes various processes that involves the use of technology, you are still marketing to people, each having their own attributes and situations that affect their buying decisions. Lead generation funnel is a tool that puts this concept into great consideration, nurturing each unique lead according to their attributes, eventually leading these prospects and turning them into your ultimate goal – paying customers.
Both matter. There’s a very well-known coffee brand that has great company policies, friendly staff, and an overall cool attitude, but I just think the products tastes like dirt. So, I don’t purchase from them anymore. At the same time, there’s another coffee brand I’ve tried, with amazing products at a great price, but they have what I consider to be unethical practices…so I don’t purchase from them either. As a consumer, both the product/service and the company matter to me, and this is true of most people, even those who don’t realize it.
The repeat customer is even better, since they are actually making another purchase. They may need no help from you to make this purchase, or they make be shuffled back into the sales process again, where you need to educate, allow for evaluation, engage, and push a commitment. Once again, this depends on the specifics of your industry. We’ll go over more information about repeat customers before the end of this article.
Molly might conclude that anybody who fills out her online demonstration request form is an MQL.  Another company might set the bar to MQL qualification at something involving a combination of viewing specific pages, interacting with certain forms, and opening a certain number of email messages. For that kind of analysis, we recommend marketing automation software.

Whenever you’ve selected your funnel, you need to obtain a template. With ClickFunnels, you are treated to many different templates and all of these are tested and proven to work. With a throng of tested and proven templates available, ClickFunnels accelerates your A/B testing interval since you don’t need to weed out templates that aren’t performing.
Once you’ve collected leads, it’s time to segment, which essentially means that your splitting the list of names into smaller lists. The first an most obvious split to make is into prospects (people who might buy) and non-prospects (people who won’t buy). After that, though, you might still have a huge list of leads that never make their way down your sales funnel. Why? You aren’t segmenting!

If the deal is won, your sales reps move the deal to the won stage in the pipeline and begin onboarding the new customer. Some leads may slip through the cracks for reasons that are beyond the control of your sales techniques, like budget constraints. It is important to keep a record of the lost leads too so you can track the reasons why you lost them, and nurture those prospects in the future to win back their business and relationship.


Trials / demos: Trials and demos are a great idea if you can easily take a portion of your finished product and provide it for free. Doing this will allow your leads to experience your product with very little commitment on their part. The downside of using trials or demos, is that since they are not stand-alone content, they can be perceived as incomplete offerings.  
Offline tactics: A lot of new online instructors aren’t new to teaching, speaking, or coaching. Most of the time, Teachable instructors have been teaching in one way or another in the offline world for years before deciding to create an online course. If you speak at conferences, do group coaching, or teach offline classes, these are great opportunities to get more traffic to your site.  
Presales: If you know exactly which product you want to sell but haven’t created it yet, then preselling might be something you should look into. There are several benefits to preselling including: generating revenue before your product is launched (which you can later invest in your product), testing different pricing points for your product, validating demand for your idea, gathering feedback about your product before it’s launched.  
After you have mapped out your sales funnel and have a good idea of what happens to leads when they come into your system, spend time mapping your lead generation efforts to buying stages. You can define a buying stage by how close a lead is to making a buying decision — and it’s critical to create lead generation programs that resonate to where buyers are in their purchasing decisions.
Depending on your analytics setup, you can track specific user actions and create segmented remarketing lists with messages designed for each audience. For example, if you’re using Event Measurement in Google Analytics (linked with your Google Ads account) then you can place users on remarketing lists based on the page elements they click, as well as the URLs they visit.
Visitor-to-lead conversion rate: This metric will tell you what percentage of your website visitors end up becoming leads. You can use this as an indicator of how attractive your offer to become a lead (we’ll talk about the type of content you should use in this stage in a second) is to your visitors. As you might expect, you should aim for a high conversion rate. If you use tools to capture leads with popups forms, this metric will be tracked and provided to you. However, if you use other tactics to collect leads you might need to use Google Analytics goals to keep track of this metric.  
While everyone evaluates their options at this stage in the buying process, how carefully they evaluate their options depends a lot on their personality and the cost of the solution. Generally speaking, the more financially conservative your target audience is and expensive your solution is, the more comparison shopping your potential buyers will do.

Remarketing: We already covered remarketing in the middle of the funnel section of the post. In this stage of the funnel, you can use remarketing to target those leads who are really close to purchasing your product. For example, you could target people who visited your sales page but didn’t purchase the product, or maybe target those who downloaded one of your lead magnets to offer them a special discount.    
In today’s marketing landscape, people can experience a brand in many ways other than purchase and usage of a product. These include live events, content marketing, social media, and word-of-mouth. Consider all the members of the Nike+ running community who don’t own Nike products or the half million fans of Tesla’s Facebook page who don’t own a Tesla. Or consider companies where employees use their own devices or download their own software until IT purchases the enterprise version for the entire company. In today’s digital age, advocates aren’t necessarily customers. Marketers who think that advocacy comes after purchase are missing the new world of social influence.

Case management tools are especially helpful at the end of the sales funnel when the prospect becomes a customer and you want to handle and track support issues. Effectively managing support issues leads to increased customer loyalty and improves your chances of getting repeat business and referrals. Having case management in your CRM enables you to build customer loyalty because support issues will be top of mind until they are resolved.
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.  

But if you still use separate tools to email and call your leads, then visibility into their different touchpoints at different stages in the funnel can be difficult to figure out. Use a sales funnel software with built-in email and phone instead. You can create email templates in your funnel software to quickly reach out to leads. Even better, you can automate sending out the first welcome email to new leads using workflows.
Capturing leads is the first step to the sales process. Some sales funnel software have the capability to capture leads who visit your website, submit a form, email your company, etc. So it’s easier for sales reps to start working with leads instead of wasting time on data entry. It can also segment leads based on predefined criteria and assign them to the right sales reps.

At this stage, your leads understand their problem and are actively looking out for solutions that can help them achieve their goals. Your sales reps initiate a discovery call, sales meeting, or demo with the prospect to identify their challenges and explain to them how your solution can help solve the prospect’s pain points. It is this stage that it’s crucial for sales teams to impress a lead to convert.
In marketing automation, Ryan Deiss, co-founder of Digital Marketer, often describes the sales funnel as a multi-step, multi-modality process that moves prospective browsers into buyers. It's multi-stepped because lots must occur between the time that a prospect is aware enough to enter your funnel, to the time when they take action and successfully complete a purchase. 
% new sessions: this will tell you what portion of the traffic that your site receives comes from new visitors (those who haven’t previously visited your site.) You want this metric to be high so you know that you are consistently bringing new people to your site. However, if this number is too high, it can mean that you are not doing a good enough job of bringing people back to your website. 
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.
While that might make it sound like key stages of the buyer’s journey are now out of marketer’s hands, just the opposite is true. Modern marketers now have unprecedented access to the customer journey at every stage. They no longer have to obsess over acquisition and can instead focus on a dynamic approach that can reach customers at any and all stages.
Now that you know the stages and strategies for the new digital marketing funnel, it’s time to put it all into action with a content distribution plan. To start, create an asset list in Microsoft Excel (I’ve included a downloadable template for you below). In your asset list, you should include all of your online marketing assets, including your landing pages (an easy way to do this is to run a crawl of your website with a tool like ScreamingFrog), ad creatives, blog posts, case studies, white papers—anything that’s come out of your marketing department.
Spread out promote of your own links over the course of the day, rather than lumping it all together. Remember, your customers might be in different time zones or active at different times based on their work and family obligations. Share the same link at different times and track your engagement to see if links shared get the most clicks in the morning, afternoon, or evening. Likewise, test whether you get better engagement on weekdays or weekends. There are lots of experts happy to share their opinions on what works better, but until you actually test, you can’t know. Every audience is different.

Antonio Lucio, Chief Brand Officer at Visa, believes the solution is to shift the focus from the transaction to the relationship.  After exploring the Customer Decision Journey, his team developed what they call a Customer Engagement Journey.  In this model, transactions occur in the context of the relationship rather relationships in the context of the transaction.


While that might make it sound like key stages of the buyer’s journey are now out of marketer’s hands, just the opposite is true. Modern marketers now have unprecedented access to the customer journey at every stage. They no longer have to obsess over acquisition and can instead focus on a dynamic approach that can reach customers at any and all stages.
With ClickFunnels, it’s simple to make a marketing and sales funnel from the ground up as it incorporates all of the core components necessary to have a practical and effective sales funnel. Typically using the older more conventional sales funneling softwares, you may need to worry about all the elements. With ClickFunnels, this is all in 1 place, which makes it much easier and cheaper than conventional funnels.
You’d probably think I’d lost my marbles, and I don’t blame you. Back in the 1980s and 1990s, it was a common marketing strategy to send out mass advertisements via fax machine, similar to today’s mass-email marketing campaigns. They worked. They were a viable marketing strategy because everyone had a fax machine, and used it on a daily basis. Now? Millennials are stumped when it comes time to operate one and the majority of Gen-Z doesn’t even know what a fax machine is.

The concept of “creating customers” may at first seem to be an odd one. Don’t you find customers, not make them? Well, yes and no. While it is extremely hard to turn someone into a customer if they have no interest in your product/service or don’t have the money to make the purchase, with a proper sales funnel, can can create fans out of people who never even knew you existed (or at least never realized how much they needed whatever you’re selling). A sales funnel can also turn an “on the fence” customer into a raving fan who refers even more people to you!


Sales funnels are important so that you stay focused on carrying out the right sales activities at the right time in the prospect relationship. If you’re in the Awareness phase, you are engaging in prospecting or lead generation activities. If you’re in the Evaluation phase, you are sending your customers quotes or proposals so they can evaluate their options and ultimately make a purchase. They serve as reminders of what needs to be done and when.
There are a number of different tools on the market today to help you track these and other metrics, though for most businesses Google Analytics represents the most comprehensive, easy-to-implement solution. Since it’s free, use the service’s funnel-tracking tools until you determine that you need something more advanced and then move on to another sales analytics program or a complete marketing automation program.
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