Bow Tie Funnel Clarity Checklist

Test your funnel health across stages, metrics, and pitfalls.

Define Your Stages Marketing, sales, and CS defined the real customer journey  Everyone’s aligned on the entry/exit criteria for each stage Handoffs are explicitly mapped and documented

Connect Your Systems CRM, marketing, CS, and product analytics all connected No critical metrics live in spreadsheet silos Every team treats the data as the source of truth

Map Your Key Metrics Metrics are kept to 2-3 per stage, max Everyone understands and agrees on the selected metrics Awareness & Pipeline (Left Side) Awareness: reach, impressions, engagement, cost per engaged lead Pipeline: SQL conversion, win rates, velocity Onboarding (The Knot) Time to first value Onboarding completion rate Adoption rate Retention & Expansion (Right Side) Logo & revenue retention NRR (Net Revenue Retention) Expansion pipeline

Build Visibility One unified dashboard shows bow-tie metrics end-to-end Everyone, from the front lines to the c-suite, can see where the funnel is healthy vs. breaking Reviews happen cross-functionally, not in silos Run Feedback Loops Churn analysis informs product and marketing Expansion signals reach sales in time to act on them Advocacy programs loop back into awareness and demand gen Watch For Pitfalls You’re not treating the right side as an afterthought Metrics stay simple and focused Executives are bought in and visible Teams don’t retreat into their own versions of the truth

Bow Tie Funnel Reality Check

Ticking more than 80% of these boxes? Well done! You’ve got real funnel clarity.

Missing more than half? You’re also missing out on a lot of revenue growth.

A Checklist Can’t Fix Leaks. One Clear View Will.

See TrueFunnel in action.