Key Takeaways:

It's tempting to think of your own organization's customer journey as "completely unique", but in reality, most customers ask the same set of questions at distinct stages in the funnel. Instead of complicating the stages in your funnel, invest time in discovering the questions your customers needs answers to at each stage. That will help you choose the appropriate metrics.

The names you choose for each stage are not important - in fact, different industries have their own language for them. Don't get hung up on semantics. Customers are still human beings with the same basic needs as they interact with you.

Below, we've added a "sticky note simple" set of definitions for each stage. Go ahead and adapt them for your own purposes.

Market Size: 

This answers how many potential people or accounts are in the target audience … and how interested they are in your offering.

Awareness:

To buy from you, people need to trust you. To trust you, they need to know you first. It’s the first step.

Interest:

Expressions of interest come in plenty of forms, but if you don’t recognize the signs, it’s hard to improve.

Sales:

Usually, this is the sales or retailing process companies know well. 

You submitted a proposal – you won or lost. You placed a product on the shelf – it sold or it stayed.

Satisfaction:

Most companies are so happy with the sale that they forget to ask how it’s going.

(Really)

Repeat Purchase:

Repeat purchases are often the fastest path to improved revenue.

Referrals:

Advocates go out of their way to spread positive word of mouth, convincing friends and colleagues to buy.

It's Your Turn!

Use the PDF below to begin to absorb the logic behind the UFM Customer Journey Revenue Funnel. You can use it to describe the process to stakeholders both inside and outside your organization.