Sales Funnel & Pipeline Optimisation
Why are the leads coming from your marketing activities not converting to sales? We analyse every stage of the sales funnel, identify bottlenecks, improve processes and align your marketing and sales teams.
Common Challenges
Lead volume is good but conversion rate is low — no idea why
Constant conflict between marketing and sales over lead quality
Cannot see which step leads are dropping at or where time is being lost
CRM is being used but pipeline data cannot be interpreted properly
Sales cycle is too long — the process from proposal to close is unmanageable
In most B2B companies, marketing and sales operate like separate channels: marketing collects leads, hands them to sales and its job ends. Sales then complains that the incoming leads are low quality. This disconnect is one of the most costly growth bottlenecks.
Sales funnel optimisation aims to eliminate this disconnect. The funnel is analysed in three layers: top (TOFU), middle (MOFU) and bottom (BOFU). At TOFU, awareness and first-touch metrics are evaluated: are we reaching the right audience? At MOFU, nurturing and engagement metrics are examined: are leads gathering information, are they returning? At BOFU, close rates, objection analysis and loss reasons are addressed.
Lead scoring is a critical component of the funnel. Which behaviours (website page visits, email opens, content downloads, demo requests) signal purchase intent? By assigning scores to these behaviours, you can determine which leads the sales team should engage with first. HubSpot, Salesforce or similar CRMs automate this scoring.
Email automation sequences are the most cost-effective way to warm leads not yet ready to buy. When they are reached at the right time with the right content, leads are far more qualified when handed off to the sales team.
At Multiligo, we manage both the strategic and technical sides of the funnel: CRM setup or configuration, design and management of automation sequences, establishing sales-marketing SLAs and monthly pipeline analysis reports. Our goal is to ensure your sales team's time is directed to the highest-value opportunities.
How We Work
To know when to intervene in the funnel, we first map the current situation. When CRM data, ad platform data and sales team feedback are brought together, the breaking points in the funnel become clear.
Once the diagnosis is complete, we intervene in four areas: lead qualification criteria (frameworks like BANT or MEDDIC), lead nurturing processes (email automation, content follow-up sequences), the SLA (Service Level Agreement) between sales and marketing, and improving CRM pipeline visibility.
The impact of changes is tracked in weekly pipeline review meetings. Which step did conversion rate increase at, did average close time shorten, is revenue forecasting more accurate? Our goal is to be able to answer these questions with data.
Related Services
Lead Generation
Digital marketing is one of the most important sources for reaching new potential customers. We run targeted campaigns on Google, Facebook, Instagram and LinkedIn to generate quality leads for your business.
Account-Based Marketing (ABM)
With an ABM approach focused on high-value target accounts rather than mass marketing, we reach the right companies, the right decision-makers with the right messages. We shorten your B2B sales cycles and increase conversion rates.
B2B Content Marketing
B2B buyers conduct extensive research before making purchasing decisions. By producing authoritative content for the keywords your prospects are searching, we position your brand as the trusted source in your sector.