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. The three stages of the funnel are often labelled TOFU, MOFU and BOFU (top, middle and bottom), and each piece of content works on one precise stage.
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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