Glossary

Sales funnel

A Sales funnel defines how new customers are created at a company through the combined efforts of Marketing and Sales. Sales funnel (or tunnel) is the way that both direct sales persons and CRM systems visualise the sales process of a company. The structure may start at various process steps (e.g. a sales lead, or later, a sales offer) to a closed/finished contract or deal transaction.

Sales funnels are mainly used in B2B as in this case the sales process passes several stages and involves several decision makers. The funnel aims at measuring and evaluating the efficiency and effectiveness of all customer-related processes. This can be done e.g. by having FBInnovation GmbH conduct a BIG sales analysis. Funnels can be developed for a certain customer group (existing customers, potentials etc.), region or industry.