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DOWNLOAD TEMPLATE HERE → Link to the template
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Introduction: Why the Bowtie Funnel Matters
The Bowtie Funnel is more than just a sales framework—it's a strategic tool to align your entire team around the customer journey.
Unlike traditional funnels that focus solely on acquisition, the Bowtie Funnel extends into the critical post-sale stages of retention, expansion, and advocacy.
By addressing the complete customer lifecycle, you not only improve customer experience but also maximize revenue and long-term growth.
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Here’s how this guide will help you:
- Understand the structure of the Bowtie Funnel.
- Learn how to map your audience’s journey.
- Implement strategies to optimize every stage of the funnel.
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What Is the Bowtie Funnel?
The Bowtie Funnel splits into two key parts:
- Pre-Sale (Acquisition Focus): Capturing leads, nurturing them, and converting them into customers.
- Post-Sale (Retention Focus): Ensuring satisfaction, upselling/cross-selling, and encouraging advocacy.
This design helps teams visualize and measure the entire customer journey—not just the part that ends with a sale.
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Key Benefits of Using the Bowtie Funnel
- Clarity: Understand where your customers drop off and why.
- Alignment: Get sales, marketing, and customer success teams working in sync.
- Retention Focus: Keep your hard-won customers and turn them into advocates.
- Revenue Expansion: Identify opportunities for upselling and cross-selling.
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Breaking Down the Stages of the Bowtie Funnel
1. Pre-Sale Stages
Top of Funnel (TOFU) - Awareness: