Sales funnel template

What is a sales funnel template?

A sales funnel template is your roadmap for turning interest into revenue. It’s a structured, visual workspace that lays out every step of your customer journey — from first touch to final purchase — so you can see exactly where deals are moving forward and where they’re stalling.

With Mural’s sales funnel template, sales and marketing teams can quickly pinpoint leaks in the pipeline, target high-value opportunities, and keep prospects moving toward a close. The result? A smoother, faster sales process that drives conversions and builds lasting customer relationships.

The sales funnel template helps you:

• Get the whole journey in view: Visualize the key stages prospects go through — awareness, interest, decision, and post-purchase — so you know exactly where to focus your next move.

• Spot and fix weak points: Identify gaps in your outreach and marketing, then take action to close them. Eliminate bottlenecks, strengthen messaging, and ensure prospects get what they need to move forward.

• Streamline the path to purchase: Analyze your current sales flow to uncover friction points, then remove them so deals advance faster and with less effort.

• Sell where your customers buy: Understand the channels your buyers prefer — whether online, in-app, or in person — and tailor your approach to meet them there.

• Delight at every touchpoint: Deliver value and personal connection at each stage, building trust that turns first-time buyers into loyal advocates.

How to use the sales funnel template

To get the most out of Mural’s sales funnel template, follow these steps:

Step 1: Set up the template

Open the sales funnel template in Mural and customize it to fit your foundational needs. Add your company logo, color scheme, and any specific details about your sales process. This will make the template more relevant and engaging for your team.

Step 2: Define the stages of the funnel

Identify the key stages of your sales funnel, such as awareness, interest, decision, and post-purchase. Use the template to outline what happens at each stage, from initial contact to the final sale and beyond. This will help you understand the entire customer journey and where your focus should be.

Step 3: Consider all perspectives

For each step of the funnel, consider the customer perspective. What does the customer see, do, and feel? Then, consider the sales team perspective. Make sure to note what content, tools, presentations, websites, and collateral utilized. 

Step 4: Identify opportunities, pain points and possibilities

Next, make sure to point out what’s going well, what’s not going well, and ideas for how to improve. For example, if awareness is where most leads drop off, refine your value proposition or improve your content marketing. Make sure to weave in relevant data and metrics for each stage of the funnel, like number of leads, conversion rates, average deal size, and customer retention rates. Use this data to spot trends and areas for improvement.

Step 5: Collaborate to determine next steps

Invite your sales and marketing teams to collaborate on the template. Use Mural’s real-time commenting and editing features to discuss, clarify and document next steps.

Step 6: Refine and iterate

Once your funnel is mapped out, review and refine it regularly. Use the template to track progress, adjust strategies, and incorporate new data or insights. This will help you stay agile and responsive to changes in the market.

When to use the sales funnel template (with examples)

Example 1: Sales team meeting

Use the sales funnel template during a sales team meeting to review the current state of the sales process and identify areas for improvement. This can help you set clear goals and strategies for the next quarter, ensuring that the team is aligned and focused on the most critical tasks.

Example 2: Marketing strategy session

Conduct a marketing strategy session using the sales funnel template to align marketing efforts with the sales process. Identify where marketing can support the funnel, such as through lead generation activities, content creation, or customer engagement tactics. This helps to bridge the gap between marketing and sales, leading to a more cohesive and effective go-to-market strategy.

Example 3: Customer journey mapping workshop

Host a customer journey mapping workshop with the sales funnel template to gain a deeper understanding of the customer experience. Involve cross-functional teams, including product, customer success, and support, to ensure a comprehensive view of the customer journey. Use the insights gained to create a more customer-centric sales process.

Tips for running a sales funnel exercise

• Start with broad categories: If you’re unsure about the specific stages of your sales funnel, start with broad categories like awareness, interest, decision, and post-purchase. You can always refine these categories as you gather more data and insights.

• Limit distractions: Create a space that’s free from distractions, whether it’s physical or digital. This will help participants stay focused and engaged throughout the exercise, leading to more productive and insightful sessions.

• Give everyone time to contribute: Whether you’re working alone or in a group, give everyone enough time to fill out the template. This can be done together in real time or asynchronously. Don’t rush the process—sometimes, great ideas need a little time to emerge.

• Use data to drive decisions: Make sure to use data and metrics to inform your decisions. Track key performance indicators (KPIs) such as lead conversion rates, average deal size, and customer retention rates. This data-driven approach will help you identify the most effective strategies and areas for improvement.

• Keep it visual and collaborative: Use Mural’s visual features to make the template engaging and easy to understand. Color-code different stages, add icons, and use sticky notes to highlight key points. Encourage team members to contribute their insights and ideas, fostering a collaborative environment that leads to better outcomes.