What is the Difference: Marketing Funnel vs. Sales Funnel

Exploring the Sales Funnel

Now let’s explore the difference between a sales funnel vs marketing funnel. While sales funnels are also intended to map out the customer’s journey, they focus on slightly different stages than their marketing counterparts.

Stages of the Sales Funnel

Much like marketing funnels, sales funnels aren’t set in stone and can vary from one sales marketing agency to the next. That said, let’s look at the stages of an example sales funnel and the goals associated with each stage.

Lead Generation/Discovery.
The earliest stages of the sales funnel tend to begin when a lead first makes contact or expresses interest by doing something like filling out a form. The goal here is to cash in on this interest by reaching out as soon as possible.

Qualification/Evaluation.
While leads still aren’t ready to become customers in this stage, they are interested in learning more about your solution. The goal is to demonstrate why your product or service is right for them.

Negotiation.
When a lead begins to show serious interest in making a purchase, it’s time to delve deeper into developing a deal around their unique goals. A focus on value and an easy purchase process are keys here.

Sale/Close.
The phase is exactly what it sounds like- if all goes well, this is where you’ll seal the deal and earn a new customer.

Account Management/Repurchase.
Much like the loyalty stage of the marketing funnel, this is where you’ll provide excellent service.

Key Differences Between Marketing and Sales Funnels

Don’t be discouraged if you still feel like the difference between the marketing funnel vs sales funnel are a little murky. While the objective of both funnels is to convert strangers into loyal customers, each goes about it a bit differently.

In general, the major goal of a marketing funnel is to engage leads at every stage, usually through various types of content. Here are some of the ways a marketing team might target leads at every stage of a campaign:

Awareness:
Attract new customers by spreading awareness through paid social media campaigns and SEO.

Consideration:
Educate customers by providing helpful information through blog posts, videos, and webinars.

Conversion:
Offer free trials, discounts, and plenty of convenient payment options.

Loyalty:
Engage customers through newsletters, loyalty programs, and social media interactions.

As you can see, a marketing funnel largely focuses on drawing in customers and keeping them engaged. The sales funnel is more about direct interaction with customers and leading them to make a purchase.

Marketers might track metrics such as Return on Ad Spend, Open Rates, and Engagement Rates. Sales teams, on the other hand, are more concerned with KPIs like Sales Growth, Customer Lifetime Value, and Average Purchase Value.