Sales funnel maturation: what is it, why it is important and 5 tips to improve your business results and reap the best results

maturation-sales funnel


To reap the good results of sales, leads need to be mature enough to receive the proposal from the sales team, right?

So, on the face of it, we know that trying to advance the prospect’s decision process can seriously hurt sales results.

In the case of B2B negotiations, where the level of complexity is higher, it is therefore extremely important to pay attention to the degree of maturity of the leads.

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There is the right timing for each step of the sales funnel. And it is important to identify the most suitable time for commercial approaches, respecting the maturity of the contacts.

So that you can better understand this subject, we invite you to continue reading and check the content we have developed about what it is and what is the importance of maturation in the sales funnel.

Also, discover in the next few lines 5 fundamental tips on how to nurture and mature your leads to leverage your company’s commercial results:

  1. Define the ideal customer profile;
  2. Identify the pains and needs of the leads;
  3. Make sure the lead is genuinely interested in your solutions;
  4. Clarify any doubts that the lead has;
  5. Establish an SLA between the marketing and sales teams.

What is a sales funnel?

Briefly, the sales funnel is a tool used to represent the steps that customers usually go through during their shopping journey.

Basically, it is divided into three levels: top, middle and bottom. At each level, the lead matures and gets closer to closing the deal.

And in the meantime, the sales team can assess the real opportunity scenario, according to how close these leads are to closing and the potential for loss in each of the phases.

What is sales maturation?

What is sales maturation can be defined as the process that leads go through until they become ready to purchase a particular solution.

From problem recognition to consideration of possible solutions and purchase decision, the lead goes through what we call sales maturation. He is considered mature when he has already been informed about the problem and is ready to receive the commercial proposal.

To follow the maturation of sales, following the steps of a structured commercial process is essential, see this example:

What is sales funnel maturation?

We can define, then, what is the maturation of the sales funnel as the stage in which the customer receives the commercial proposal made by the company and starts to assess whether it corresponds to their expectations and meets their needs.

How important is the maturation process in the sales funnel?

The rush to close a deal can end up having the opposite effect than desired and cause the seller to miss out on a good selling opportunity.

In this sense, it’s important to understand and respect the lead time of maturation during their journey through the sales funnel.

Making a business proposal before the lead is mature enough can waste all the time and effort invested so far.

Therefore, to make the lead reach the stage of maturation in the sales funnel, it is necessary to develop actions that educate and inform the lead about the problems it presents and possible solutions for them.

One way to make a good maturation of leads is customizing the steps in the sales funnel to the particularities of your business, see how to do this with the help of the Agent:

5 tips on how to mature a sales funnel

Now that you know what sales maturation is and its importance, it’s time to check out 5 essential tips on how to mature your leads to make the business proposal at the right time.

1 – Define the ideal customer profile

In order to mature sales, it is essential to have a well-established ideal customer profile. Therefore, the first step should be to define your business ICP and direct your marketing and sales efforts towards it.

ICP stands for Ideal Customer Profile. In Portuguese: ideal customer profile.

To do this, you must analyze your customers’ history and sales data and discover those that bring greater profitability to the business. Look for common characteristics between them, such as industry, company size, etc.

Define a profile with these characteristics, define the approach strategies and try to find more clients like these.

2 – Identify the pains and needs of the leads

Know how to identify what pains your leads want to solve and what needs your product or service can meet.

One of the best techniques for doing this is called SPIN selling, in which 4 types of questions are asked to your customers:

  1. Situation Questions: introductory to understand the context of the company at this time;
  2. Problem Questions: questions that try to find out what challenges the customer is facing;
  3. Implication Questions: questions to find out what will happen if these challenges are not resolved;
  4. Solution Need Questions: Questions to make it clear that your solution might be the answer to this.

3 – Make sure the lead is really interested in your solutions

The maturation process will depend on the level of interest of the leads in the solutions you offer.

This is a continuation of the process, called lead qualification.

Only if your solution really meets the lead’s needs and he is able to buy in the short term is it worth pursuing.

4 – Clarify any doubts the lead has

Be willing to answer any questions the lead presents. Clarify his doubts and convey security when talking about your solutions.

It is a constant follow-up and customer service work!

Don’t think that in 2 or 3 condos you’ll close a deal, it takes a lot more than that to get it.

5 – Establish an SLA between the marketing and sales teams

The SLA, or Service Level Agreement, is an agreement signed between two or more parties to ensure a level of quality in a given process.

In the case of marketing and sales teams, the SLA serves to prevent the lead from being transferred from one level to another without being properly qualified.

Thus, the lead qualification phase by the sales team becomes more agile and assertive, because the marketing people have already done a good part of the work.