When it comes to B2B sales, the middle of the funnel (MOFU) is where good leads can go to die. It’s a murky stage, often filled with process gaps, miscommunication, and stalled momentum. If your team isn’t actively identifying and addressing leaks here, you could be leaving revenue on the table.
So, how can you spot trouble in the MOFU and fix it before your pipeline runs dry? Let’s break it down.
Why the Middle of the Funnel Matters
The middle of the funnel is often the most ambiguous part of the sales process. It’s where leads are no longer cold but not yet committed—stuck somewhere between interest and action. Depending on your sales cycle, this might involve NDAs, credit checks, demos, or internal reviews. And without clear steps, it's easy for these leads to stall or slip through the cracks.
Your goal at this stage is simple: remove friction and move quality leads forward.
MOFU Leak #1: Operational Bottlenecks
One of the most common MOFU leaks? Delays caused by internal requirements, like waiting on signed paperwork, struggling to schedule a demo, or juggling too many disconnected tools. To patch these leaks, start by auditing your process:
- Do you have a checklist for deal-stage tasks? If not, important steps can be forgotten or skipped.
- Are you using automated scheduling links for demos or discovery calls? This alone can eliminate days of back-and-forth emails.
- Is there a contract or signature tool in place? Tools like DocuSign or PandaDoc can speed up NDAs and proposals significantly.
The fix: build repeatable, efficient systems to support your reps. At Concept, our CRM consulting team regularly vets tools and native CRM features to help clients streamline these middle-stage steps without bloating their tech stack.
MOFU Leak #2: Disengaged Prospects
In a perfect world, every prospect would stay engaged, respond promptly, and bring decision-makers to the table. But sales professionals know that’s rarely the case.
People go on vacation. Priorities shift. Meetings get pushed. But just because momentum stalls doesn’t mean the deal is dead. Here’s where a strong CRM setup comes in.
Keep MOFU Prospects on the Radar
With the right CRM strategy, you can:
- Segment contacts by deal stage and activity level
- Use automation to re-engage inactive prospects
- Alert reps when a contact has gone cold
- Collaborate with marketing to nurture leads with relevant content
Whether through automated emails, well-timed calls, or a nudge from your marketing team, this kind of TLC can bring stalled deals back to life and help your sales team stay focused on real opportunities.
Marketing + Sales Alignment = MOFU Momentum
Sales and marketing alignment isn’t just a buzzword; it’s a critical lever in the middle of the funnel. When both teams are connected through a centralized CRM, they can:
- Identify leads that need extra nurturing
- Filter out unqualified contacts
- Encourage quicker movement through the funnel
This collaboration not only improves close rates but also creates more accurate forecasts because your pipeline is no longer bloated with leads that will never convert.
Don’t Let Good Leads Go Cold
The middle of the funnel isn’t a holding zone. It’s a critical transition point. And if you don’t have the right processes, tools, and communication in place, leads can leak out before they ever get a chance to convert.
Let Concept Help Your MOFU Strategy
Need help tightening your MOFU strategy? At Concept, our CRM and appointment setting experts help businesses define smarter, faster, and more reliable sales processes from first touch to final signature.
Let’s make sure your best leads make it to the finish line. Reach out today or download our Sales Engine Blueprint eBook for a more in-depth, step-by-step guide.