If you ever watch an episode of Shark Tank you know the number one asked question is what are your revenues? So ask yourself 'what are the revenues' of your current business. If you don't know, a good idea would be to start measuring the revenues. If you do know, are they at a level that you are comfortable with, or would you prefer them to be greater?

Generating revenue is the direct function and based on the ability to build a sales process utilizing a sales funnel. A sales funnel involves the steps necessary to identify a customer lead, engage with that lead, end the conversation and the communication required to convert that lead into a customer. A customer who purchases the product and becomes the ultimate consumer who uses the product and shares it with others.


The first step in building a successful sales funnel is the ability to create awareness for your target audience, assuming you have identified your ultimate consumer - the person who uses your product and your ultimate customer - the person who buys the product. Once you understand this identity, you can focus on using marketing communication to get in front of them and create awareness. A key aspect to this first step is the ability to be disruptive, as the average customer is bombarded with marketing.


Once you have your Target customer's attention it will be critically important to provide them with the necessary information so that they may understand how your product or service solves their problem. The ability to educate them around why your product assist and what it does will assist in educating them, and hence allowing them to properly consider you a leading solution in your industry's competitive set.


People purchase from brands they know, like, and trust. By focusing on relationship-based selling in creating an engagement with your ultimate customer, you could focus on building rapport. Utilize your content and exponential marketing to position your brand and its communication as part of their regular activities. As you utilize marketing strategies, specifically digital marketing, the ability to increase open rates, click-throughs and social media shares are all great measurements to the success of your engagement.


One of the key performance indicators (KPI) for any sales funnel is the conversion rate from prospecting to purchases. The ability to influence the customer into making a purchase and becoming committed to your brand in that transaction is a huge step in the sales process.t this point, you can begin to determine acquisition cost and resources for the consumer as you will know what it took to secure this purchase.


Once the purchase has been made the question becomes what is the lifetime value of that customer? How often will they use your product or service? If your product ultimately provides the solution they expected, which led to the purchase, then the chances of loyalty increases. Ultimately, the ability to provide value on an ongoing basis will be the key to establishing this loyalty.


The ultimate testament of the product or service comes long after the purchase. The ability to have a customer become an ambassador of your brand is the most important key to new growth and success for your business. Word of Mouth marketing and peer-to-peer recommendations are crucial to the expansion of any brand. This personal influence from your customer base will have impact and should be behind any internal marketing efforts that could be created.

As you look to drive revenue for your organization it is critical you take time to dissect your sales funnel and understand each step of the process. Your ability to build a sales funnel and most importantly measure the results will be the key to your growth and success.
Michael S Melfi
Michael S Melfi> website | all articles
Michael S. Melfi is an Intellectual Property attorney and Digital Entrepreneur. Michael has a dynamic background that allows him to provide insightful legal services, while creating business development strategies for funding and growth.

Over the last decade Michael founded and led a national multi-media company. As COO & General Counsel, Michael pioneered various experiential and digital marketing campaigns for Fortune 500 clients. As a thought leader and innovator, Michael began utilizing the Internet and various social media platforms to develop an online presence for his company in the top 1% of all websites globally. Since then Michael has worked with numerous national industry leading products and brands to monetize and grow their business digitally.

With the advent of mainstream crowdfunding, Michael has become an expert in the Crowdfunding Industry, helping small and medium-size companies achieve funding goals and business objectives.

Most recently, as a certified Team Advisor in the 45 Day Challenge, Michael has successfully guided individuals on dynamic journeys of personal growth and discovery, utilizing the 6 Steps to Lasting Change and Cycle of Growth. As an Advisor, Michael has encouraged and inspired individuals and teams to:

- Utilize commitment and consistency, taking small actions every day towards their desired outcomes
- Develop compelling visions and challenge perceived limitations
- Leverage the dynamics of intelligent accountability within the program
- Understand and integrate the principles and models of growth, change and conditioning
- Foster connection and support from each other on the team
- Successfully move through the resistance/deception phase of change
- Align their visions and habits with their Identity
  • /data/userPictures/EA3F7998-26A2-4607-8A6A-D3BA5239F0BA.jpgRobert Melendez11/30/2016 2:24:07 AM
    I like this breakdown, definitely worth multiple reads.

  • /data/userPictures/2DA3CBAC-7737-45A3-9713-D2756BDDD565.jpgCassandra Light1/6/2017 2:09:24 PM
    Nice article. The lifetime value of that customer should always be top of mind. If you stay engaged in the proper ways you can seek out a lifetime of business with that customer, gain referrals etc.

  • /data/userPictures/957C3A23-2D56-4FC9-9E24-CCCCBEC66BDB.jpgAngela Gee3/14/2017 9:10:24 PM
    Great article!

  • /data/userPictures/1DD7B9B2-F4C0-4C37-B28E-C4059D97C97F.jpgChris McCoy4/26/2017 5:34:18 PM
    Very well written Mr. Melfi. Great information here too. Thank you.

  • /_ckcommon/images/blanks/userPictureMale.jpgRameez Saifulla5/17/2017 7:10:41 AM
    Brilliant article.This explains the entire sales cycle.

  • /data/userPictures/414B7551-D218-4F85-88C1-CAA0A06959C6.jpgBlaise Craft4/8/2018 1:51:45 PM
    Great point here Michael. Salesreps absolutely need to get their target's attention early in the process to be successful.

    "A key aspect to the first step is the ability to be disruptive, as the average customer is bombarded with marketing."

  • /data/userPictures/9418E803-9BB8-4183-BBFF-40D52A80B664.jpgHernan Rodriguez5/25/2018 12:49:10 AM
    Michael: Thank you very much for this article, very clear and to the point.

    Bravo & Muchas Gracias.

  • /_ckcommon/images/blanks/userPictureMale.jpgRaed alsaned4/23/2020 3:32:54 PM
    great article