Sales Jargon · Vice President level

"Top of funnel"

"Top of funnel" describes the earliest stage of the sales or marketing process, where prospects have just become aware of a product and have not yet committed.

Say this instead: early prospects

How "Top of funnel" shows up at work

Standard marketing shorthand that signals someone has read the same blog posts as everyone else. Used to distinguish brand awareness from actual pipeline, which is a useful distinction buried under a metaphor that everyone draws differently.

Buzzword

Our top of funnel numbers are strong but conversion is dropping off at the demo stage.

Plain English

We're bringing in plenty of early prospects but losing them before the demo stage.

Corporate Rank: Vice President · Category: Sales Jargon

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More Sales Jargon: Always be closing · Book of business · Bottom of funnel · Close the deal · Cold call · Cold outreach

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