Some Problems of Using the Sales Funnel Method
Using the sales funnel method are analyzed on the example of a firm selling legal services. The variants of the funnel with different sequences of key services of the company are considered. It is shown that the increase in conversion should not be considered as a management parameter that uniquely predetermines the increase in the efficiency of the sales process. The sequence of stages in the funnel, as well as the functionality of the stage with reference to the key parameters of the main business processes, is of fundamental importance. Optimization of the funnel architecture should be carried out taking into account the reduction of the costs at the most expensive stages and the priority of more functional stages.