Skill: 1kalin/afrexai-sales-funnel-engine (version 1.0.0)

--- name: afrexai-sales-funnel-engine description: "Design, build, optimize, and scale sales funnels for any business model. Use when mapping customer journeys, diagnosing conversion leaks, building landing pages, designing email sequences, setting up attribution, A/B testing funnel stages, or scaling paid acquisition. Covers B2B, B2C, SaaS, services, ecommerce, and hybrid funnels. Trigger on: sales funnel, conversion funnel, funnel optimization, lead funnel, why aren't people buying, funnel audit, landing page, email sequence, conversion rate, customer journey, pipeline conversion, funnel metrics." --- # Sales Funnel Engine Complete system for designing, measuring, optimizing, and scaling sales funnels across any business model. --- ## Phase 1: Funnel Architecture Assessment Before building or optimizing, assess current state. ### Funnel Health Check (answer each, score 0-2) ```yaml funnel_health: clarity: - question: "Can you describe your funnel stages in under 30 seconds?" - question: "Do you know your conversion rate at every stage?" - question: "Can you name your #1 funnel leak right now?" measurement: - question: "Do you track stage-by-stage conversion weekly?" - question: "Do you know your CAC and LTV?" - question: "Do you have attribution set up?" optimization: - question: "Have you A/B tested in the last 30 days?" - question: "Do you have automated nurture sequences?" - question: "Do you review funnel metrics weekly?" # Score: 0-6 = Critical, 7-12 = Developing, 13-18 = Mature ``` ### Business Model → Funnel Type Decision Matrix | Business Model | Primary Funnel | Avg Deal Size | Sales Cycle | Automation Level | |---|---|---|---|---| | SaaS < $50/mo | Product-Led Growth | Low | Days | 95% automated | | SaaS $50-500/mo | Hybrid (PLG + Sales) | Medium | 1-4 weeks | 70% automated | | SaaS > $500/mo | Sales-Led | High | 1-6 months | 40% automated | | Services < $5K | High-Touch Light | Medium | 1-2 weeks | 60% automated | | Services $5K-50K | Consultative | High | 2-8 weeks | 30% automated | | Services > $50K | Enterprise | Very High | 3-12 months | 20% automated | | Ecommerce < $50 | Direct Response | Low | Minutes | 98% automated | | Ecommerce $50-500 | Considered Purchase | Medium | Days-weeks | 85% automated | | Info Products | Launch/Evergreen | Low-Medium | Days | 90% automated | | Marketplace | Two-Sided | Varies | Varies | 80% automated | --- ## Phase 2: Funnel Blueprint Design ### Universal 7-Stage Framework ``` ATTRACT → CAPTURE → NURTURE → CONVERT → ACTIVATE → RETAIN → EXPAND ``` Every business uses these stages. The tactics, timing, and automation level vary by model. ### Funnel Blueprint YAML Template ```yaml funnel: name: "[Product/Service] Sales Funnel" model: "product-led | sales-led | hybrid | direct-response | launch" target_customer: icp: "[Ideal Customer Profile - one sentence]" pain: "[Primary pain point they're trying to solve]" awareness_level: "unaware | problem-aware | solution-aware | product-aware | most-aware" budget_range: "$X - $Y" decision_maker: "[Title/role]" buying_trigger: "[What event makes them search for a solution NOW]" stages: attract: channels: [] # ranked by expected ROI content_types: [] budget_monthly: "$X" target_volume: "X visitors/month" capture: mechanism: "free trial | lead magnet | demo request | consultation | quiz | webinar" offer: "[What they get in exchange for contact info]" form_fields: [] # minimum viable — every field reduces conversion 10-25% target_rate: "X% of visitors" nurture: sequence_type: "email | retargeting | content | community | multi-channel" touchpoints: X duration: "X days" target_rate: "X% to next stage" convert: mechanism: "self-checkout | sales call | proposal | demo | trial expiry" pricing_page: true | false social_proof: [] risk_reversal: "[guarantee, trial, refund policy]" target_rate: "X%" activate: first_value_target: "X minutes to aha moment" onboarding_type: "self-serve | guided | white-glove" success_milestones: [] target_rate: "X% complete onboarding in Y days" retain: check_in_cadence: "weekly | biweekly | monthly | quarterly" value_reminder: "[how you show ROI to customer]" health_signals: [] churn_prevention: [] target_rate: "X% monthly retention" expand: upsell_triggers: [] cross_sell_products: [] referral_program: true | false target_rate: "X% expansion revenue" ``` --- ## Phase 3: Stage-by-Stage Tactics & Templates ### Stage 1: ATTRACT — Get the Right Eyeballs **Channel Selection Framework** (score each 1-5): | Factor | Weight | Question | |---|---|---| | Audience presence | 5x | Is your ICP actively using this channel? | | Intent level | 4x | Are they searching for solutions (high intent) or browsing (low intent)? | | CAC potential | 3x | What's the realistic cost per qualified visitor? | | Scalability | 2x | Can you 10x spend without diminishing returns? | | Your advantage | 2x | Do you have unfair advantage here (expertise, network, content)? | | Time to results | 1x | How fast can you validate this channel? | **Channel Playbook by Intent Level:** **High intent (searching for solution):** - Google Search Ads — target "[problem] solution", "[competitor] alternative" - SEO — target "[problem] how to", "best [solution category]" - G2/Capterra/review sites — be listed where buyers compare - Partner referrals — leverage trust from complementary products **Medium intent (evaluating options):** - LinkedIn Ads — target by job title + company size + industry - Content marketing — thought leadership, comparison guides, case studies - Webinars — demonstrate expertise live - YouTube — how-to videos solving their problem **Low intent (building awareness):** - Social media organic — build brand, share insights - Podcasts — guest appearances reaching target audience - Community building — own the conversation in your niche - Display/social ads — retarget website visitors only (cold display rarely works) **Rule: Start with ONE high-intent channel. Master it. Then add ONE medium-intent channel. Never run more than 3 channels simultaneously until each is profitable.** ### Stage 2: CAPTURE — Convert Visitors to Leads **Lead Magnet Selection by Awareness Level:** | Awareness Level | Best Lead Magnets | Why It Works | |---|---|---| | Unaware | Quiz, assessment, calculator | Diagnoses their problem | | Problem-aware | Checklist, cheatsheet, template | Quick tactical value | | Solution-aware | Comparison guide, case study | Helps them evaluate | | Product-aware | Free trial, demo, consultation | Let them experience it | | Most-aware | Discount, bonus, limited offer | Remove final friction | **Landing Page Template (7 sections, in order):** ``` 1. HEADLINE: [Outcome they want] + [Timeframe or mechanism] Formula: "Get [Result] Without [Pain] in [Timeframe]" Example: "Close 3x More Deals Without Cold Calling in 90 Days" 2. SUBHEADLINE: Expand on the mechanism or address skepticism Example: "Our AI sales assistant handles prospecting so you focus on closing" 3. SOCIAL PROOF BAR: Logos, "Trusted by X companies", star rating Rule: Show proof BEFORE explaining the product 4. PROBLEM AGITATION: 3-5 bullet points of pain they recognize Start each with "Tired of..." or "Frustrated by..." or "Still..." 5. SOLUTION: What you offer (features → benefits) Rule: Every feature needs a "so that..." benefit Template: "[Feature] so you can [benefit] which means [outcome]" 6. PROOF: Case study, testimonial, or data point Formula: "[Name/Company] achieved [specific result] in [timeframe]" 7. CTA: One clear action Rules: - Button text = outcome, not action ("Get My Free Plan" not "Submit") - Reduce form to minimum fields (name + email for lead magnets) - Add micro-commitment copy below button ("No credit card required") ``` **Landing Page Conversion Benchmarks:** | Traffic Source | Good | Great | World-Class | |---|---|---|---| | Paid search | 3-5% | 5-8% | 8-12% | | Paid social | 2-4% | 4-6% | 6-10% | | Organic search | 2-3% | 3-5% | 5-8% | | Email | 5-10% | 10-15% | 15-25% | | Referral | 3-5% | 5-10% | 10-20% | | Direct | 3-5% | 5-8% | 8-15% | ### Stage 3: NURTURE — Build Trust Over Time **Email Nurture Sequence Templates:** #### Sequence A: Education-First (for problem-aware leads) ```yaml nurture_sequence: trigger: "Lead magnet download" goal: "Move to demo/trial request" email_1: delay: "immediate" subject: "Your [lead magnet] + a quick question" purpose: "Deliver asset + ask about their biggest challenge" cta: "Reply with your #1 challenge" email_2: delay: "+2 days" subject: "The [cost of inaction] most [ICPs] don't see" purpose: "Agitate the problem with data/story" cta: "Read the full case study" email_3: delay: "+2 days" subject: "How [similar company] solved [exact problem]" purpose: "Social proof — detailed case study" cta: "See how they did it" email_4: delay: "+3 days" subject: "[First name], quick thought on your [problem area]" purpose: "Personalized insight based on their industry/role" cta: "Want me to show you how this applies to you?" email_5: delay: "+3 days" subject: "The 3 things that actually move the needle on [outcome]" purpose: "Framework/methodology — position expertise" cta: "Try it free / Book a call" email_6: delay: "+4 days" subject: "Is [problem] still on your plate?" purpose: "Direct ask — are they ready?" cta: "Book 15 min — I'll show you exactly how we'd help" ``` #### Sequence B: Trial Conversion (for product-aware leads on free trial) ```yaml trial_sequence: trigger: "Free trial started" goal: "Activate → Convert to paid" urgency: "trial_length" email_1: delay: "immediate" subject: "You're in! Here's your fastest path to [result]" purpose: "Onboarding — guide to aha moment" cta: "Complete this 5-minute setup" email_2: delay: "+1 day" subject: "Did you try [key feature]?" purpose: "Feature highlight — the thing that hooks people" cta: "Try it now (takes 2 minutes)" email_3: delay: "+3 days" subject: "[Name], you've unlocked [achievement]" purpose: "Celebrate progress + show value" cta: "See your results so far" email_4: delay: "+5 days (behavioral)" # If active: "Power users do this next..." # If inactive: "Need help getting started?" purpose: "Behavioral fork — active vs inactive" email_5: delay: "-3 days before trial end" subject: "Your trial ends in 3 days — here's what you'd lose" purpose: "Loss aversion — show what they've built/achieved" cta: "Upgrade now to keep your [data/setup/progress]" email_6: delay: "-1 day before trial end" subject: "Last day — [specific thing they used] goes away tomorrow" purpose: "Final urgency with specific value at risk" cta: "Keep your account" ``` #### Sequence C: High-Touch Nurture (for sales-led, post-discovery call) ```yaml sales_nurture: trigger: "Discovery call completed, no close" goal: "Move to proposal/close" email_1: delay: "+1 hour" subject: "Summary from our conversation" purpose: "Recap + next steps + timeline" include: "Their stated problem, your proposed solution, 3 next steps" email_2: delay: "+3 days" subject: "Relevant to our conversation — [specific insight]" purpose: "Add value — article, case study, or data point relevant to THEIR situation" email_3: delay: "+5 days" subject: "[Competitor/peer company] just did this..." purpose: "Social proof / competitive pressure (ethical)" email_4: delay: "+7 days" subject: "Quick question about [their stated timeline]" purpose: "Re-engage on THEIR timeline/urgency" email_5: delay: "+14 days" subject: "Still thinking about [problem]?" purpose: "Check in — offer new angle or updated offer" ``` ### Stage 4: CONVERT — Close the Deal **Pricing Page Optimization Checklist:** - [ ] Lead with annual pricing (show monthly as more expensive) - [ ] Highlight recommended tier visually (border, badge, different color) - [ ] Show 3 tiers maximum (decoy pricing: cheap/recommended/premium) - [ ] Feature comparison table below pricing cards - [ ] FAQ section addressing top 5 objections - [ ] Social proof near CTA (logos, testimonial, user count) - [ ] Risk reversal above or below CTA (guarantee, trial, refund) - [ ] CTA button text = outcome ("Start Growing" not "Buy Now") - [ ] Annual savings shown as dollar amount ("Save $240/year") - [ ] Enterprise/custom option for high-value prospects **Objection Handling Matrix:** | Objection | Type | Response Framework | |---|---|---| | "Too expensive" | Price | Reframe to cost of inaction. "What does NOT solving this cost you per month?" | | "Need to think about it" | Stall | Identify the real blocker. "What specifically would you want to think through?" | | "Need to check with [person]" | Authority | Offer to present to them. "Want me to join a call with [person]?" | | "We're using [competitor]" | Status quo | Contrast specifically. "What made you look at alternatives?" | | "Not the right time" | Timing | Anchor to their timeline. "When does this become urgent?" | | "Can you do a discount?" | Price | Trade, don't discount. "I can do X if you commit to annual/sign by Friday" | | "We tried something similar" | Trust | Acknowledge + differentiate. "What went wrong? Here's how we're different..." | **Conversion Rate Benchmarks by Funnel Type:** | Conversion Point | B2B SaaS | B2C SaaS | Services | Ecommerce | |---|---|---|---|---| | Visit → Lead | 2-5% | 3-7% | 3-8% | 1-3% | | Lead → MQL | 15-30% | 20-40% | 20-35% | N/A | | MQL → SQL | 30-50% | N/A | 40-60% | N/A | | SQL → Opportunity | 50-70% | N/A | 50-70% | N/A | | Opportunity → Close | 20-35% | N/A | 25-40% | N/A | | Trial → Paid | 5-15% | 3-10% | N/A | N/A | | Cart → Purchase | N/A | N/A | N/A | 65-75% | | Visit → Purchase | N/A | N/A | N/A | 2-4% | ### Stage 5: ACTIVATE — First Value Fast **Time-to-Value Framework:** ```yaml activation: aha_moment: definition: "[The specific moment the customer FEELS the value]" # Examples: # CRM: "When they see their first pipeline report" # Analytics: "When they see their first dashboard with real data" # AI tool: "When it generates something they'd actually use" steps_to_aha: - step: "[Action 1]" target_time: "X minutes" help_needed: "tooltip | video | human" - step: "[Action 2]" target_time: "X minutes" - step: "[Action 3 = AHA]" target_time: "X minutes" total_target: "< 10 minutes for self-serve, < 1 day for enterprise" activation_metric: "[What you measure to confirm they activated]" # Examples: "Completed setup wizard", "Imported first data", "Sent first campaign" benchmark: "80%+ of new users should activate within [timeframe]" ``` **Onboarding Anti-Patterns:** - Asking users to configure everything before showing value (setup ≠ activation) - Showing ALL features at once (progressive disclosure beats feature dumps) - No follow-up for users who don't activate within 48 hours - Same onboarding for all user types (segment by use case/role) - No clear "you're done" signal (users don't know when setup is complete) ### Stage 6: RETAIN — Keep Them Paying **Retention Diagnostic Decision Tree:** ``` Is monthly churn > 5%? ├── YES → Is activation rate < 80%? │ ├── YES → Problem is onboarding. Fix activation first. │ └── NO → Is NPS < 30? │ ├── YES → Product-market fit issue. Talk to churned customers. │ └── NO → Is churn concentrated in specific segment? │ ├── YES → Wrong ICP. Tighten acquisition targeting. │ └── NO → Check: pricing too high? Support too slow? Better competitor? └── NO → Focus on expansion revenue instead of churn reduction. ``` **Retention Lever Ranking (by impact):** 1. **Product quality** — Does it actually solve the problem? (highest impact) 2. **Activation** — Did they reach the aha moment? 3. **Habit formation** — Is it embedded in their workflow? 4. **Switching costs** — How much would it cost to leave? (data, integrations, training) 5. **Community** — Do they feel belonging? 6. **Support quality** — When things break, how fast do you fix? 7. **Pricing perception** — Do they feel they're getting a deal? ### Stage 7: EXPAND — Grow Revenue Per Customer **Expansion Revenue Signals:** ```yaml upsell_signals: usage_based: - "Hitting plan limits (seats, storage, API calls)" - "Using product daily (high engagement = high willingness to pay more)" - "Multiple team members using it" outcome_based: - "Achieved stated ROI goal" - "Renewed without negotiating price" - "Referred another customer" timing_based: - "90 days post-activation (relationship established)" - "Annual renewal approaching (natural pricing conversation)" - "Business growing (more revenue = more budget)" ``` **Net Revenue Retention (NRR) Benchmarks:** | NRR | Rating | What It Means | |---|---|---| | < 90% | Critical | Losing revenue faster than expanding | | 90-100% | Below average | Treading water | | 100-110% | Good | Growing without new customers | | 110-130% | Great | Strong expansion motion | | 130%+ | World-class | Customers spending significantly more over time | --- ## Phase 4: Funnel Diagnostics & Optimization ### Funnel Audit Checklist (run monthly) ```yaml funnel_audit: date: "YYYY-MM-DD" traffic: total_visitors: X by_channel: {} trend: "up | flat | down" cost_per_visitor: "$X" capture: leads_generated: X visitor_to_lead_rate: "X%" best_converting_page: "[URL]" worst_converting_page: "[URL]" action: "[What to test/improve]" nurture: leads_in_nurture: X email_open_rate: "X%" email_click_rate: "X%" nurture_to_opportunity_rate: "X%" action: "[What to test/improve]" conversion: opportunities: X win_rate: "X%" avg_deal_size: "$X" sales_cycle_days: X action: "[What to test/improve]" activation: new_customers: X activation_rate: "X%" time_to_value: "X days" action: "[What to test/improve]" retention: monthly_churn: "X%" nrr: "X%" action: "[What to test/improve]" overall: cac: "$X" ltv: "$X" ltv_cac_ratio: "X:1" # Target: > 3:1 payback_months: X # Target: < 12 biggest_leak: "[Stage with worst conversion]" this_month_focus: "[ONE thing to fix]" ``` ### A/B Testing Protocol **What to test (by stage, ranked by impact):** | Stage | High-Impact Tests | Expected Lift | |---|---|---| | Capture | Headline, CTA button text, form length | 20-50% | | Capture | Lead magnet type, social proof placement | 10-30% | | Nurture | Subject lines, send time, email length | 10-25% | | Nurture | Sequence length, content type | 5-20% | | Convert | Pricing display, guarantee copy, testimonial | 10-40% | | Convert | Checkout flow steps, payment options | 5-20% | | Activate | Onboarding steps, first-run experience | 15-40% | **Test Rules:** 1. Only test ONE variable at a time 2. Need 100+ conversions per variant for statistical significance 3. Run for minimum 2 weeks (avoid day-of-week bias) 4. Decide significance threshold BEFORE running (p < 0.05 standard) 5. If test is inconclusive after 4 weeks, the difference is too small to matter — move on **Statistical Significance Quick Reference:** | Conversions/variant | Minimum detectable difference | |---|---| | 100 | ~20% relative change | | 250 | ~13% relative change | | 500 | ~9% relative change | | 1,000 | ~6% relative change | | 5,000 | ~3% relative change | --- ## Phase 5: Funnel Economics & Attribution ### Unit Economics Calculator ```yaml unit_economics: revenue: avg_deal_size: "$X" avg_customer_lifetime_months: X monthly_expansion_rate: "X%" ltv: "$X" # = avg_deal_size × lifetime × (1 + expansion) costs: monthly_ad_spend: "$X" leads_per_month: X cost_per_lead: "$X" # = ad_spend / leads lead_to_customer_rate: "X%" cac: "$X" # = cost_per_lead / conversion_rate cogs_per_customer_monthly: "$X" support_cost_per_customer_monthly: "$X" total_cost_per_customer: "$X" health: ltv_cac_ratio: "X:1" # < 1:1 = Losing money on every customer # 1-3:1 = Unprofitable or break-even # 3-5:1 = Healthy # > 5:1 = Under-investing in growth (or CAC unrealistically low) payback_months: X # < 6 = Excellent # 6-12 = Good # 12-18 = Acceptable for enterprise # > 18 = Dangerous gross_margin: "X%" # SaaS target: 70-85% # Services target: 50-70% # Ecommerce target: 30-50% ``` ### Attribution Models | Model | How It Works | Best For | |---|---|---| | Last touch | 100% credit to final touchpoint | Simple funnels, direct response | | First touch | 100% credit to first touchpoint | Understanding acquisition channels | | Linear | Equal credit to all touchpoints | Short sales cycles | | Time decay | More credit to recent touchpoints | Long sales cycles | | U-shaped | 40% first, 40% last, 20% middle | B2B with clear entry/close points | | W-shaped | 30% first, 30% lead creation, 30% close, 10% middle | Complex B2B funnels | | Data-driven | ML-based multi-touch | High volume (1000+ conversions/month) | **Rule: Start with last-touch. Add first-touch for comparison. Only invest in multi-touch attribution when you have 500+ monthly conversions across 3+ channels.** --- ## Phase 6: Complete Funnel Templates ### Template 1: B2B SaaS Product-Led Growth ``` Content/SEO → Free Signup → Self-Serve Onboarding → Activation → Usage-Based Upgrade Prompt → Paid Conversion → CSM Assignment (high-tier) → Expansion/Upsell ``` Key metrics: Sign-up rate, activation rate (Day 1/7/30), free-to-paid conversion, NRR Key automation: Onboarding emails, usage-based triggers, upgrade prompts Human touch: CSM for enterprise tier, sales for upgrade conversations ### Template 2: B2B Services / Consulting ``` LinkedIn/Referral/Content → Lead Magnet Download → Email Nurture → Discovery Call Request → Discovery Call → Proposal → Negotiation → Close → Onboarding Call → Delivery → Review/Testimonial → Referral/Repeat ``` Key metrics: Lead-to-call rate, call-to-proposal rate, proposal-to-close rate, referral rate Key automation: Email nurture, scheduling, follow-up reminders Human touch: Discovery call, proposal, delivery, QBRs ### Template 3: Ecommerce / Direct-to-Consumer ``` Paid Social/Search → Product Page → Add to Cart → Checkout → Post-Purchase Email → Review Request → Repeat Purchase / Subscription → Referral ``` Key metrics: CTR, add-to-cart rate, cart abandonment rate, AOV, repeat purchase rate Key automation: Cart abandonment emails (3-sequence), post-purchase flow, win-back Human touch: Customer service (reactive only) ### Template 4: Info Product / Course Launch ``` Content/Social → Webinar Registration → Webinar Attendance → Open Cart (limited time) → Purchase → Course Delivery → Community Access → Upsell (next course/coaching) ``` Key metrics: Registration rate, show-up rate, webinar-to-purchase rate, completion rate Key automation: Registration sequence, reminder sequence, cart open/close sequence Human touch: Live webinar, community engagement, coaching calls ### Template 5: Enterprise / Complex B2B ``` Account Research → Multi-Thread Outreach → Champion Identified → Discovery Meeting → Technical Evaluation → Business Case → Executive Sponsor Alignment → Procurement → Legal → Close → Implementation → Go-Live → QBR → Expansion ``` Key metrics: Meetings booked, pipeline created, win rate, deal velocity, expansion revenue Key automation: Account research, outreach sequencing, meeting scheduling Human touch: Nearly everything post-first-meeting --- ## Phase 7: Advanced Funnel Strategies ### Multi-Funnel Architecture Most mature businesses run 3-5 funnels simultaneously: ```yaml funnel_portfolio: primary: name: "Core product funnel" purpose: "Main revenue driver" optimization_priority: 1 secondary: name: "Upsell/expansion funnel" purpose: "Grow existing customer revenue" optimization_priority: 2 acquisition: name: "Content/community funnel" purpose: "Build audience for primary funnel" optimization_priority: 3 reactivation: name: "Win-back funnel" purpose: "Recover churned customers" optimization_priority: 4 # Win-back is 5-25x cheaper than new acquisition referral: name: "Customer referral funnel" purpose: "Turn customers into acquisition channel" optimization_priority: 5 ``` ### Funnel Stacking (Advanced) Layer funnels where one's output feeds another's input: ``` Free content → Email list → Free tool/trial → Paid product → Premium tier → Done-for-you service → Strategic advisory ``` Each level qualifies buyers for the next. Revenue per customer grows 10-100x from bottom to top. ### Dark Funnel Awareness 40-70% of the buyer journey is invisible ("dark funnel"): - Slack/Discord conversations you can't track - Word-of-mouth recommendations - Internal forwarding of your content - Podcast mentions - Social media DMs **How to account for dark funnel:** - Add "How did you hear about us?" to every conversion point (open text, not dropdown) - Track branded search volume over time (proxy for dark funnel growth) - Ask during discovery calls: "What made you reach out today?" - Monitor community mentions (Reddit, Twitter, forums) --- ## Phase 8: Funnel Quality Scoring ### 100-Point Funnel Quality Rubric | Dimension | Weight | 0-2 (Weak) | 3-4 (Adequate) | 5 (Strong) | |---|---|---|---|---| | Stage definition | 15 | Vague stages, unclear transitions | Most stages defined | Every stage defined with clear entry/exit criteria | | Measurement | 20 | No metrics tracked | Some metrics, inconsistent | Every stage measured weekly with benchmarks | | Conversion rates | 15 | Below benchmarks at most stages | At benchmark for most stages | Above benchmark, improving trend | | Automation | 10 | All manual | Key sequences automated | Full automation with behavioral triggers | | Content quality | 10 | Generic, no personalization | Segmented by audience | Personalized, A/B tested, continuously improved | | Economics | 15 | LTV:CAC < 3:1 or unknown | LTV:CAC 3-5:1 | LTV:CAC > 5:1 with improving trend | | Optimization cadence | 10 | No regular review | Monthly review | Weekly metrics review + monthly A/B tests | | Attribution | 5 | No attribution | Single-touch | Multi-touch with channel ROI visibility | **Scoring: multiply dimension weight × score (0-5). Max = 500. Divide by 5 for 0-100.** - 0-40: Funnel needs complete redesign - 41-60: Foundation exists, major gaps to fix - 61-75: Functional funnel with optimization opportunities - 76-90: Strong funnel, focus on incremental gains - 91-100: World-class, focus on scaling --- ## Phase 9: Edge Cases & Difficult Situations ### Funnel Won't Convert (Good Traffic, No Sales) 1. Check traffic quality first — are you attracting your ICP? (Look at bounce rate by source) 2. Survey visitors who don't convert: "What stopped you from [action]?" 3. Record session replays (Hotjar/FullStory) — where do people get stuck? 4. Test radically different offer (not just tweaks — fundamentally different value prop) ### High Acquisition, High Churn - Acquisition and retention are different problems. Don't optimize one hoping the other improves. - Common cause: marketing promises don't match product reality - Fix: align messaging with actual product experience. Under-promise, over-deliver. ### Sales Cycle Too Long - Map every step from first touch to close. Remove any step that doesn't add value. - Identify the "stuck" stage — where do deals stall? - Common fix: bring the demo/proof earlier in the funnel (don't hide value behind calls) ### Can't Afford Paid Acquisition - Start with organic: SEO + community + partnerships. CAC = time, not money. - Build referral into product design (viral loops, invite-only, share features) - Use content to capture high-intent search traffic ### Two-Sided Marketplace - You need TWO funnels — one for supply, one for demand - Start with the harder side first (usually supply) - Use "come for the tool, stay for the network" strategy (single-player mode) ### Seasonal Business - Plan campaigns 6-8 weeks before peak season - Build email list during off-season (lead magnets related to peak-season needs) - Use off-season for product improvement and content creation --- ## Phase 10: Weekly Funnel Review ### 15-Minute Weekly Review Template ```yaml weekly_review: date: "YYYY-MM-DD" top_of_funnel: visitors: X vs_last_week: "+/- X%" best_channel: "[channel]" middle_of_funnel: new_leads: X conversion_rate: "X%" active_in_nurture: X bottom_of_funnel: new_customers: X revenue: "$X" win_rate: "X%" health: biggest_leak: "[stage]" leak_severity: "critical | moderate | minor" action: this_week_focus: "[ONE thing to improve]" test_running: "[Current A/B test, if any]" test_result: "[Last test result]" ``` --- ## Natural Language Commands Use these to interact with the Sales Funnel Engine: | Command | What It Does | |---|---| | "Design a funnel for [business type]" | Creates complete funnel blueprint from template | | "Audit my funnel" | Runs full diagnostic with recommendations | | "My [stage] conversion is [X%], help" | Diagnoses specific stage and suggests fixes | | "Write a nurture sequence for [scenario]" | Generates email sequence with templates | | "Build a landing page for [offer]" | Creates 7-section landing page copy | | "Calculate my funnel economics" | Runs unit economics with health assessment | | "What should I A/B test next?" | Prioritizes tests by expected impact | | "Compare funnel models for [business]" | Recommends funnel type with reasoning | | "Set up attribution for [channels]" | Recommends attribution model and setup | | "Review my funnel metrics" | Generates weekly review template with analysis | | "Fix my [specific problem]" | Diagnoses and provides action plan | | "Create a funnel for [specific product at $X]" | End-to-end funnel with economics |


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