Concept
Funnel
Also known as: sales funnel, marketing funnel
The journey prospects take from first touchpoint to paying customer — visualized as a funnel because each stage loses leads.
The funnel is a mental model for the B2B conversion process. Top-of-funnel (TOFU) is awareness and first touchpoint; middle-of-funnel (MOFU) is consideration and evaluation; bottom-of-funnel (BOFU) is decision and purchase.
Each stage has its own conversion rates. Measuring per stage shows where leads drop and lets you optimize precisely. Modern models like the 'bowtie funnel' extend with retention and expansion after purchase.