What is bottom of the funnel?
Bottom of the funnel includes the deal stages from formal evaluation through closed-won. In a 7-stage B2B sales cycle, BOFU is typically Stage 4 (Evaluation) through Stage 7 (Closed).
BOFU is where deals make or break. The volume of leads through TOFU and MOFU matters less than the conversion rate through BOFU.
BOFU vs MOFU vs TOFU
Top of funnel (TOFU). Awareness. Buyer recognizes they have a problem. Volume is highest, intent is lowest.
Middle of funnel (MOFU). Consideration. Buyer is researching solutions. Discovery and qualification happen here.
Bottom of funnel (BOFU). Decision. Buyer is evaluating specific vendors and making a choice.
What works at the bottom of the funnel
ROI models and business cases. Buyers need ammunition for internal approval.
Customer references with quantified outcomes.
Mutual action plans that coordinate buyer-side actions and timeline.
Pricing transparency. Hide the price too late and you damage trust.
Executive engagement from the seller side. The economic buyer needs a peer relationship.
Procurement and legal pre-work. Standard MSAs, pre-approved redlines, security pack ready.
What kills BOFU deals
Slow response to procurement and legal questions.
Late surprises on pricing or contract terms.
Lack of clear next steps on the buyer side.
Missing economic buyer engagement.
Single-threaded relationships (only one buyer involved).
BOFU in Salesforce
Track BOFU deals separately in pipeline reports. They deserve different scrutiny than TOFU.
Surface MEDDPICC scores on BOFU deals. Low scores predict slips.
Build mutual action plans for every BOFU deal. Lives on the Opportunity record.
Set up alerts for stalled BOFU deals (no activity in 14 days).
Frequently asked questions
What is bottom of the funnel?
The late-stage portion of a sales pipeline from formal evaluation through closed-won. In a 7-stage cycle, typically Stage 4 through Stage 7.
What's the difference between BOFU and MOFU?
MOFU is consideration (researching solutions). BOFU is decision (evaluating specific vendors and signing).
What content works at the bottom of the funnel?
ROI models, customer references, mutual action plans, pricing transparency, and executive engagement.
CTA
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