The decision to purchase a product or service is not a single step. Regardless if you’re selling a widget or bariatric surgery, the sales funnel illustrates how a customer moves through the buying process, from prospect to customer.

The information you gather about your ideal customer as they travel down the funnel directly influences how you optimize all key performance indicators (KPIs). By no longer viewing KPIs as a bottom of the funnel metric, you can successfully cater to the wants and needs of your customers throughout their entire purchasing journey.