How to Build a Strong Sales Funnel (+ 3 Real-World Examples)
In B2B sales, a lot of attention is often given to the first contact and the final proposal. But what happens in between?
Too often, there’s a lack of clear structure. Teams come up with a new approach for each client, develop ad hoc sales materials, and rely on intuition for the right timing.
But without a well-thought-out funnel, you lose control. And opportunities.
A well-structured sales funnel helps you to:
Deliver the right message at the right time
Save time when creating proposals
Develop better content and presentations
And ultimately: close more deals
Why a Funnel Works (Even in Custom B2B Sales)
Of course, B2B sales is tailor-made. Every client is different. But that doesn’t mean you have to start from scratch each time.
A good funnel isn’t a rigid script, but a flexible framework that helps you work consistently and purposefully.
How Do You Build Such a Funnel?
At Mr.Prezident, we use the following steps:
Define your overarching sales story: what problem do you solve, for whom, and why?
Map out the key steps in your funnel: from first contact to proposal and closing
Identify who you address at each step: which roles are involved?
Define the core message per step: what does someone need to understand or believe to move forward?
Develop the right materials for each phase: from decks to leave-behinds and proposals
This doesn’t mean you do exactly the same thing for every client. But you do work from a shared foundation. And that pays off:
The Benefits of a Structured Sales Funnel
✅ Work faster: no need to rethink your approach every time
✅ Better collaboration: marketing and sales know what’s needed
✅ Higher quality: you continuously learn and improve
✅ Easier scaling and onboarding
Examples: What It Looks Like in Practice
Below we share 3 anonymised sales funnels from clients:
Including personas
Key messages per phase
And the materials that go along with them
