Sales Funnel
Planner

Planning & Organization Tools

A stage-by-stage framework for measuring where prospects drop off
and concentrating effort where it matters.

Where This Tool Helps

Most funnels get drawn but never measured. The five stages on the next pages are familiar - Awareness, Interest, Consideration, Preference, Purchase - and most leaders can sketch them from memory. The problem is not knowing the stages. The problem is not knowing the numbers between them.

Drop-off rates are where the real information lives. If 10,000 people know your name and 200 consider buying, something specific is breaking down in the Interest stage. If 200 consider and 180 express preference but only 30 purchase, the conversion bottleneck is at the bottom, not the top. Without those numbers, marketing spend spreads evenly across stages - which means most of it lands where it does the least work.

This planner pushes you to quantify each transition, name the drop-off, and then plan strategy for the specific gaps - not the whole funnel at once.

How to Use This Planner

  1. Start with whatever numbers you have. Exact figures are ideal. Estimates are fine. "No idea" is also data - it tells you where your measurement infrastructure has gaps. Write what you know and mark what you're guessing.
  2. Work top to bottom, one stage at a time. For each stage, record the current volume or metric you track, the approximate drop-off rate to the next stage, and the strategies you're using (or should be using) to move people forward.
  3. Focus strategy on the biggest drop-offs. A 90% loss between Awareness and Interest demands different intervention than a 20% loss between Preference and Purchase. The planner makes the disparity visible so your effort matches the gap.
  4. Revisit quarterly. Funnels shift as markets change, campaigns launch, and products evolve. The first pass establishes a baseline. Subsequent passes reveal whether your strategies are tightening the gaps or whether new ones have opened.
1

Sales Funnel Planner

Stage 1 — Awareness

The total pool of potential customers who know you exist.

%
Strategy to Move to Interest
Stage 2 — Interest

Prospects who engage beyond first contact - visiting your site, reading content, responding to outreach.

%
Strategy to Move to Consideration
2

Sales Funnel Planner (continued)

Stage 3 — Consideration

Prospects actively evaluating your offering against alternatives.

%
Strategy to Move to Preference
Stage 4 — Preference

Prospects who favor your offering but have not committed.

%
Strategy to Move to Purchase
3
Stage 5 — Purchase

Closed deals. Revenue.

%
Post-Purchase Retention Strategy
Funnel Summary

A single-view comparison across all stages.

Stage Volume Drop-off % Biggest Lever
Awareness
Interest
Consideration
Preference
Purchase
4

Before Your Next Session

Now that you can see where the funnel narrows, use these questions to prepare for a focused conversation with your coach.

1

Look at your largest stage-to-stage drop-off. Are you currently spending any marketing budget there, or is the spend concentrated somewhere the funnel is already working?

2

Which stage relies on estimates rather than measured data? What would it take to get a real number within 30 days?

3

If your total funnel conversion rate doubled, what would that mean in revenue? Is the investment to close the biggest gap proportional to that figure?

5

Tandem Coaching Partners

Credentialed coaches with real-world leadership experience,
partnering with executives and organizations
to unlock sustainable growth.

Consultation

tandemcoach.co/
contact-us

Email

info@tandemcoach.co

Phone

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