Read time: 6 minutes

Welcome back to our mini-series on raising from a point of strength. In the previous lessons, we've explored the importance of a solid Go-To-Market (GTM) strategy, breaking it down into actionable components, and effectively attracting leads to the top of the funnel (ToFu). Today, we're venturing into the Middle of the Funnel (MoFu), where you'll learn how to nurture leads and transform them into valuable opportunities that turn into paying customers/users.

The Middle of the Funnel is a pivotal stage in your GTM strategy. It's where you take those initial leads you captured and begin the delicate process of moving them closer to becoming paying customers. This part of the funnel is broken down into two parts, the first phase is often referred to as lead nurturing, where the main goal is to work your leads through the “value ladder”, qualify them, and then turn them into qualified opportunities, once a lead has been qualified then comes the second phase where the focus is to convert the opportunity into an actual sale.

Think of the MoFu as the "relationship-building" phase. You've captured your leads' attention, and now it's time to build trust, provide value, and guide them through their decision-making journey. Neglecting this stage can lead to missed opportunities and potential customers slipping away.

So how can you increase your chances of converting leads into opportunities to then convert them into sales, and what are the key components and metrics that you need to have in place to increase your chances of sales conversion?

Let’s find out!

Phase 1 - Nurturing the Leads

Amazing news! You’ve successfully managed to crack the Top of the Funnel and have implemented the right systems to help you attract leads into your business, once they’re inside, your main and only goal is nurturing these leads so you can then turn them into opportunities (we’ll talk about converting these opportunities into sales in “Phase 2”).

Inbound vs Outbound