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What Is a Sales Funnel?

Last reviewed: September 2026

A sales funnel is a structured path that guides a person from initial awareness toward a conversion, with each step designed to move the relationship forward.

Why it is called a funnel

More people typically enter at the top than complete the final action. The narrowing shape is a useful model for thinking about where interest is gained, lost, or converted.

Common funnel jobs

A funnel may attract attention, capture contact information, educate or nurture a lead, present an offer, take payment, and deliver the next step.

Software is not the strategy

A funnel builder can publish pages and automate actions, but the offer, audience, message, and sequence still determine whether the journey makes sense.