Topic · learning path
Funnel Foundations
A guided path through the modern marketing funnel: what each stage really measures, where the numbers lie to you, and how to read them like an operator. Finish it and you can size, diagnose and defend a funnel.
5 lessons~38 min totalFoundational → Advanced5 quizzes
0 of 5 complete · ~38 min left
Your learning path
Lesson 1Not startedThe marketing funnel, and where it lies to youThe funnel is the story your team tells about how strangers become customers. Useful as a measuring frame, dangerous as a map: here are the three places it hides bad news, with the maths to catch them.Foundational8 minQuizLesson 2Not startedTurning clicks into customers: conversion funnel analysisBreak the journey into observable steps, multiply the rates, and rank the leaks by people lost rather than ugliest percentage. A worked month of funnel maths, and the analysis to run on your own numbers.Foundational8 minQuizLesson 3Not startedReading conversion rates without being fooled by volumeTwo signups out of ten is 20%; one more and it's 30%. Nothing changed except luck. How to tell a hint from a result, with a gut-check scale and the two-order test you can run on your own numbers.Intermediate7 minQuizLesson 4Not startedFunnel vs. flywheel: which model fitsThe funnel measures entry, the flywheel measures momentum. Two identical funnels, one repeat rate apart, end up 54% apart in revenue: the worked maths, and how to run it on your own numbers.Intermediate7 minQuizLesson 5Not startedFrom funnel to forecast: sizing the gapsTraffic × rates × order value turns your funnel into a revenue model. Price every lever in pounds, rank them, and forecast a range you can defend: the worked maths, on numbers like yours.Advanced8 minQuiz
Funnel FoundationsComplete every lesson and pass its quiz to earn the course certificate.
Reference material, not part of the path.
Customer lifetime value (LTV)The total profit a customer is worth over the whole relationship, and the number that sets your acquisition budget.Foundational· 4 min readCustomer acquisition cost (CAC)The fully-loaded cost of winning one new customer, and the most commonly understated number in marketing.Foundational· 4 min readIdeal customer profile (ICP)A precise description of the accounts most likely to become your best customers, and the basis of focused spend.Foundational· 5 min readA field guide to funnel metricsQuick, honest definitions of the metrics every funnel conversation leans on, and the trap inside each.Intermediate· 6 min read