4. Measure funnel progress. The entire point of building a marketing funnel is to track progression from one stage to the next. If marketers can track progression, they know which buyers are moving toward a purchase and which are dropping out. This allows them to adjust their marketing and make a difference before they decide. The equation for this is simple — at any given point in the day (for example, the last day of the month): ÷ = % # of prospects # of prospects in the Conversion in a funnel stage prior funnel stage If a marketing team uses many different marketing tools, odds are they all provide their own analytics and have different definitions for what counts as a conversion. If you’re a high-maturity organization with well-integrated tools, this will be much easier. The more integrated, the better, because the data is cleaner and it’s easier to set up dashboards that accurately reflect your most important metrics.