Salesforce Apps


How to Build a Custom Sales Funnel in Salesforce


A sales funnel is a term commonly used in marketing to encapsulate and delineate the pathway that prospective customers traverse from the initial stage of prospecting to the final stage of purchasing. A lead funnel in Salesforce is typically composed of multiple stages, each corresponding to a particular part of a Salesforce custom sales funnel process. 

Effectively constructed salesforce funnel reports, devoid of any gaps, enable companies to guide potential customers meticulously through the buying journey until they reach the point of purchase completion. Custom notifications in Salesforce flow can be used to manage these interactions. On the contrary, funnels with existing gaps result in prospective customers exiting the sales process prematurely, akin to water escaping through a colander.

Phases of a Sales Funnel

It is crucial to understand that the Salesforce marketing funnels of all companies will not comprise exactly six phases or stages. Nonetheless, a Salesforce custom sales funnel process can be delineated as having six distinct phases. Marketers can utilize this foundational structure as a template to craft a salesforce funnel report that aligns with their organization’s requirements.

1. Awareness: 

This is the initial phase of the lead funnel Salesforce and is characterized by the broadest segment of the audience. Individuals at this stage are not yet classified as prospects; they have just engaged with your company and its products or services for the first time. While they have limited knowledge about your brand, they are cognizant of its existence.

2. Interest:

Some individuals from the awareness phase will find their curiosity piqued, propelling them further into the funnel. Intrigued by their initial interactions, they will invest time in exploring your company and its offerings in greater detail. This might involve browsing your website or catalog, reading your blog posts, or scrutinizing reviews from previous customers.

3. Evaluation:

Equipped with the info collected during the interest phase, prospects intensify their efforts to fathom your company and its offerings comprehensively. Utilizing the custom object queue in Salesforce, they may get in touch with your customer service team for specific queries or fill out a form for more info. Significant it is, at this point, that they’ve likely compared your offerings with those of competitors. Imperative, thus, to address their inquiries succinctly while illuminating how your services or products can meet their needs or solve their problems.

4. Negotiation and Decision:

At this stage, the prospect is on the verge of deciding to purchase your product or service. Depending on the nature of your offerings, they may initiate negotiations regarding the price, terms of purchase, or both. This is where custom notification Salesforce flow can become crucial.

5. Sale:

This phase represents the culmination of the Salesforce custom sales funnel process, where payment is remitted.

6. Renewal or Repurchase:

The completion of the sale phase does not signify the end of the sales funnel. Eventually, the sales contract will be due for renewal, necessitating the customer to decide whether to persist with the same seller. If they opt to continue, a new round of negotiations regarding the price and terms of purchase may ensue, followed by a contract renewal or repurchase.


Every company needs a salesforce marketing funnel because every company has customers. A sales funnel is a useful tool for all companies, irrespective of their size or industry.

Basic Implementation

Step 1: Define Custom Sales Funnel Stages

Define stages like Lead Generation, Qualification, Proposal, and Closure for your Salesforce custom sales funnel process.

Step 2: How to Create a Funnel Report in Salesforce
Salesforce provides reporting tools that can help you build a funnel report. You can go to the Reports tab and then select New Report. Choose the Opportunities object and structure your report to reflect your funnel stages.

Open Reports

Open Reports

Select Create New Report and Select the Opportunities.

Create New Report and Select the Opportunities

Select Filters and set Close Date to All Time.

Close Date to All Time

Group Records by Stage field.

Group Records by Stage field

Deselect Detail Rows at the Bottom of the Page.

Deselect Detail Rows

You received All Opportunities for All Time Close Date Grouped by Stage Report.

Step 3: Create a Funnel Dashboard

Open Dashboards and Select Create New Dashboard.

Open Dashboards and Select Create New Dashboard

Select Add Component and Select Created Report With Sales Funnel.

Select Add Component

Select Save and Done.

Select Save and Done

As a Result we Received a Sales Funnel Dashboard.

Sales Funnel Dashboard

Advanced Implementation

If the built-in functionalities aren’t sufficient for your needs, several plugins can enhance your custom sales funnel process.



Besides visual presentations, Tableau’s strength lies in its capacity for in-depth data scrutiny.

Tableau equips users and paves the way for expansive analytics across an organization. Its adaptable nature grants users the autonomy to probe data in a secure setting without preset limitations. By making data accessible to all, it ensures that its full potential is realized, promoting well-informed decisions and cultivating a data-centric mindset across the enterprise.

To conclude, Tableau stands out as a formidable BI tool, adept at handling and visualizing vast data sets. With features like AI and ML integration, it amplifies the depth of data analysis, marking its significance in the realm of data analytics. Through Tableau, businesses can champion data-informed strategies, fostering growth and establishing a distinct advantage in our data-centric era.

Tableau Details

Visit AppExchange, Salesforce’s application store, and search for Tableau.

Tableau Reports

The Tableau App includes a variety of ready-to-use Reports and Dashboards to match your business requirements.


Tableau offers a lot of different solutions to help visualize Data.

Tableau visualize Data

In addition, the capacity of Tableau App to connect to real-time data sources guarantees your dashboards and reports are constantly up to date, providing you with the most recent insights on a continuous basis.

Salesforce CRM Dashboards App

The Salesforce CRM dashboard suite, included within the Analytics App, offers an array of built-in dashboards that empower your sales and service teams to manage deals and cases more effectively, ultimately boosting business performance within established timelines. This tool gives Sales Managers clearer insight into ongoing opportunities, thereby improving pipeline forecasting. These dashboards and reports act as foundational tools to streamline organizational reporting.

Navigate to AppExchange Marketplace, and search for Salesforce CRM Dashboards App, then proceed with the provided installation steps.

Salesforce CRM

These dashboards and reports serve as a starting point to simplify reporting in your organization.

Salesforce CRM Dashboards

The Salesforce CRM Dashboards App offers crucial analytics for enterprises.

Salesforce CRM Dashboards analytics

The Salesforce Dashboard empowers users and their colleagues with instant access to real-time statistics and complete control over company information, right at their fingertips.


Customize the lead stage of your funnel to align with your specific qualification criteria.

In Conclusion

A meticulously constructed sales funnel can confer numerous advantages to your organization:

1. Precise and Opportune Communication: 

An adeptly structured sales funnel enables marketers to comprehend the customer’s purchasing trajectory and foresee the queries and reservations they might encounter at different phases. This knowledge can be harnessed to formulate and disseminate marketing messages that are pertinent and timely.

2. Synchronization of Marketing and Sales Efforts: 

If a customer has queries but is unable to connect with a sales representative because they are too preliminary in the funnel, they can still obtain the required information via marketing channels. A proficient sales funnel empowers marketers to address the customer’s product or service-related questions without necessitating the involvement of a sales representative at such an initial stage.

3. Conservation of Time and Resources:

An effective sales funnel facilitates the early identification and elimination of unqualified sales leads, thereby enabling the allocation of valuable marketing resources solely to leads that demonstrate a high probability of evolving into paying customers. For optimal performance, sales funnels should be constructed with clear objectives for specific target audiences and be driven by compelling marketing content. Without adhering to these three foundational principles, there’s a risk of losing prospects and leads before they become paying customers.

2 Responses to “How to Build a Custom Sales Funnel in Salesforce

  • Dean Sutton
    3 months ago

    Useful article, Dorian. Have one question 🙂 Can you provide an example of a real-world scenario where a well-structured sales funnel significantly improved a company’s sales and marketing efforts?

  • Dorian Sabitov
    3 months ago

    Hello Dean,

    Thank you for your insightful question. As a scenario for the Salesforce Sales Funnel, I would like to share a real-life story of GoCardless, a company that doubled its prospect interactions in 12 months. Here are the features that were implemented:

    Lead Scoring and Qualification: Leads were scored based on their online behavior, engagement level, and demographic information. This helped prioritize high-quality leads and ensured they were fast-tracked through the sales process.

    Automated Workflows: Automated emails and tasks were set up for each stage of the funnel, ensuring timely follow-up and personalized communication based on the lead’s score and interests.

    Enhanced Reporting and Analytics: Custom dashboards and reports were created to provide real-time insights into funnel performance, lead conversion rates, and campaign effectiveness. This enabled data-driven decision-making and quick adjustments to strategies.

    Results Achieved:

    Increased Lead Conversion Rates: The structured approach to managing leads resulted in a significant increase in lead conversion rates. By focusing on high-quality leads and automating follow-ups, the sales team was able to engage more effectively with potential customers.

    Improved Sales and Marketing Alignment: With clear visibility into the sales funnel and shared analytics, the sales and marketing teams were better aligned in their efforts. Marketing was able to tailor campaigns based on funnel insights, while sales had all the information needed to close deals.

    Enhanced Customer Experience: Automated, personalized communication throughout the sales funnel improved the overall customer experience. Potential customers received timely, relevant information, making them more likely to engage with the company.

    Increased Efficiency: The sales team spent less time on manual tasks and more time engaging with customers. This not only improved productivity but also increased job satisfaction among team members.

    I hope this information helps you!

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