Objective

Create a full-funnel marketing strategy with stage-specific tactics, a lead scoring model, and an automation workflow that moves prospects through your funnel systematically.

Instructions

Step 1: Define Your Funnel Stages & Objectives

Map your marketing-to-revenue funnel with clear definitions and objectives for each stage.

Funnel Stage	Your Definition	Primary Objective	Entry Criteria	Exit Criteria (to next stage)
TOFU (Awareness)			e.g., First website visit
MOFU (Consideration)			e.g., Downloaded gated content
BOFU (Decision)			e.g., Requested demo or started trial
Post-Sale (Expansion)			e.g., Closed-won deal

Critical alignment question: Does your sales team agree with these definitions? If Marketing calls someone an MQL but Sales wouldn't take the call, your funnel has a leak. Document any disagreements and how you'll resolve them.

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Step 2: Stage-Specific Tactics

For each funnel stage, define 3–4 specific tactics you'll use, with the content/offer, channel, and target persona.

TOFU Tactics (Awareness & Demand Creation)

Tactic	Content / Offer	Channel	Target Persona	KPI
Example: Thought leadership blog series	"State of [Industry] 2026" report	Organic search + LinkedIn	VP Marketing	Unique visitors, downloads

MOFU Tactics (Nurture & Qualification)

Tactic	Content / Offer	Channel	Target Persona	KPI
Example: Product-focused webinar	"How [Product] Solves [Pain Point]"	Email to lead list + LinkedIn retargeting	Director of Ops	Registrations, MQL conversions

BOFU Tactics (Conversion & Close)

Tactic	Content / Offer	Channel	Target Persona	KPI
Example: Custom ROI analysis	Personalized ROI calculator for prospect's data	Sales-delivered via email	CFO / Economic Buyer	Proposals sent, win rate

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Step 3: Lead Scoring Model

Design a scoring model that quantifies both fit (demographic/firmographic match to ICP) and engagement (behavioral signals).

Fit Scoring (Who They Are)

Attribute	Ideal Match (Points)	Partial Match (Points)	Poor Match (Points)
Company Size	e.g., 200-2000 employees: +20	e.g., 50-199: +10	e.g., <50: +0
Industry
Job Title / Seniority
Geography

Engagement Scoring (What They Do)

Behavior	Points	Rationale
Visited pricing page	+15	High purchase intent signal
Downloaded gated content	+10	Willing to exchange info for value
Attended webinar	+12	Invested 30-60 min of attention
Opened email	+2	Minimal engagement, but active
Clicked email CTA	+5	Engaged enough to take action
Requested demo	+25	Strongest intent signal
Visited 3+ pages in one session	+8	Active research behavior
No activity for 30+ days	-10	Decay score for disengagement

MQL Threshold: A lead becomes an MQL at ___ points (recommended: 50–70 for most B2B SaaS).

SQL Criteria: An MQL becomes an SQL when: ___

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Step 4: Design an Automation Workflow

Design one complete automated nurture workflow. Choose a trigger and map the full sequence.

Workflow Name: ___

Trigger: e.g., "Lead downloads TOFU eBook"

Goal: e.g., "Move lead from TOFU to MOFU (achieve MQL score)"

Map the workflow step-by-step:

Step	Timing	Action	Content / Message	Branch Logic
1	Immediately	Send email	Thank you + link to related resource	—
2	Day 3	Send email	Educational blog post related to eBook topic	If opened → continue; If not → wait 2 more days, resend with new subject line
3	Day 7	Send email	Case study relevant to lead's industry	If clicked → +10 score; If score ≥ 50 → alert sales
4	Day 10	Add to retargeting audience	LinkedIn ad: webinar invitation	—
5	Day 14	Send email	Webinar invite or demo CTA	If registers → move to MOFU workflow; If no engagement in 30 days → move to re-engagement workflow

Now design your own workflow using the template above. Include at least 5 steps with branching logic.

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Step 5: Funnel Health Dashboard Mockup

Design a dashboard that gives you real-time visibility into funnel performance. Specify the metrics for each section.

Dashboard Section	Metrics	Visualization Type	Alert Threshold
Funnel Overview	Volume at each stage + stage-to-stage conversion	Funnel chart	Any conversion drops > 20% week-over-week
Pipeline Velocity	Avg. days in each stage, total cycle time	Bar chart with trend	Cycle time exceeds 2x historical average
Lead Scoring Distribution	Leads by score band (0-25, 25-50, 50-75, 75+)	Histogram	MQL backlog exceeds sales capacity
Revenue Forecast	Pipeline value, weighted pipeline, forecast vs target	Scorecard + line chart	Forecast < 80% of quarterly target
Channel Attribution	Deals and revenue by first-touch source	Stacked bar chart	Any channel's attributed revenue drops > 30%

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Completed Output Checklist

• Funnel stages defined with entry/exit criteria
• 3–4 tactics specified per stage with content, channels, personas, and KPIs
• Lead scoring model with fit + engagement criteria and MQL threshold
• One complete automation workflow with 5+ steps and branching logic
• Funnel health dashboard mockup with metrics and alert thresholds

Note: Capstone Save Point

This full-funnel strategy map becomes Section 5 (Revenue Funnel Plan) of your Module 22 Annual Growth Marketing Plan. It includes your funnel architecture, stage-specific tactics, lead scoring methodology, automation workflows, and measurement framework — everything needed to demonstrate how you'll convert awareness into revenue.