The path from first hearing about you to buying. It is drawn as a funnel because most people leave partway, which is the point of the model.
The value of thinking in stages is that it stops you judging every activity by the same measure. A blog post that produces no enquiries has not failed if its job was to be found by someone six months from buying.
It also shows where the actual problem is. A business with plenty of enquiries and no sales does not have a marketing problem; it has a sales or a qualification problem, and more advertising will make it worse.
| Saw the business | 4,100 | — |
|---|---|---|
| Visited the site | 820 | 20% of those reached |
| Enquired | 24 | 2.9% of visitors |
| Quoted | 19 | 79% of enquiries |
| Bought | 6 | 32% of quotes |
The largest proportional drop is site visit to enquiry. That is where the next month of work belongs — not at the top.
This comes up most often in Marketing Strategy & Planning. A written plan covering which channels to use, in what order, at what budget, and what each one is expected to produce.
A free consult is twenty minutes and there is no pitch deck at the end of it.