Revenue and sales
The sales funnel is the picture of a path where many people meet an offer and few end up buying, split into stages: discovery, consideration, decision.
Enrico Giubertoni mostly uses it to show where that path breaks: a buyer who gets informed through an AI assistant walks the stages in an order of their own, so a funnel drawn on the old order keeps measuring steps nobody takes any more.
An example
A service with a free tier builds its funnel on sign-ups and converts a small slice of that base into paying customers. As long as the dashboard watches sign-ups, marketing celebrates growth that the company accounts never see.
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