The Full Release! Funnel Clarity Tool and Definition Sheet (Edition #8)

Riley Kearl - Senior Marketing & Sales Growth Partner | B2B Funnel Clarity & Pipeline Systems – Turn Traffic ​into Revenue


June 1, 2026



Welcome to Edition 8 of Funnel Clarity Weekly. This is the one I’ve been building towards since Edition 1. Today you get everything: the Funnel Clarity Tool, the Funnel Definition Sheet, and the full framework in one place. Exciting stuff!!

Here are both tools, free for subscribers:

Funnel Clarity Tool: https://claude.ai/public/artifacts/e40af356-8855-49e0-ba71-a0287a1a2ad7

Funnel Definition Sheet to copy over: https://docs.google.com/spreadsheets/d/1-d6nQgpfMZhaWwxJAgAjUnnPNTZ1I0vbk5_Dp6QD4rQ/edit?usp=sharing


The Funnel Clarity Tool

The full interactive version I’ve been most excited for! Enter your numbers and see exactly where your funnel is leaking and initial recommendations on what you can start to do about it.

The Funnel Clarity Tool is a Public Claude Artifact that gives you the starting points to improve your marketing/sales funnel health.

Simple mode: Enter your monthly Traffic, Leads (SQL), and Sales. The tool calculates your Traffic to Lead rate, Lead to Sale rate, and Overall rate instantly. Green is on track. Amber is worth watching. Red needs attention, and the tool tells you the likely reason why.

Detailed mode: All 8 stages from the advanced funnel. Awareness through to Retention. A conversion delta row in purple between each stage. Enter your numbers at each stage and the tool surfaces your biggest leak with a specific diagnosis. I am very happy with how the tool turned out!

Three ways to save your results:

The summary bar at the top of the tool always shows your three key rates (Traffic to Lead, Lead to Sale, and Overall) updating live as you enter numbers. The detailed inputs below drive everything.


The Funnel Definition Sheet

Eight editions of thinking, frameworks, benchmarks, and definitions all in one Google Sheet you can copy to your own Drive and use with your team today.

Copy it here: Funnel Definition Sheet

Here’s what is inside across 13 tabs:

Tab 1, Start: Overview and how to make a copy for yourself so you can edit.

Tab 2, The Basic Funnel: Your starting point. Traffic, Leads, Sales. Enter your three numbers and see your conversion rates calculated automatically. Even rough estimates will show you where to look first. Use the Funnel Clarity Tool for more advanced use.

Tab 3, Traffic Channels: All 7 channels explained with how to find each one in GA4 and Google Search Console. Which ones are producing quality leads and which are just producing noise?

Tab 4, GEO Prompt Sheet: Eight prompts to run in ChatGPT, Claude, Perplexity, and Google AI Overview. Score yourself out of 64. Run it again in 90 days. That is your GEO baseline to help improve AI visibility.

Tab 5, Leads and CRO: What counts as a lead, ordered by intent level. The CRO Triangle: Speed, UX, and Messaging. ICP vs Persona. Hard CTAs vs Soft CTAs. If your website is getting traffic but not converting, start here.

Tab 6, Sales and Retention: Pipeline language, the three outcomes (Acquire, Retain, Increase Wallet Share), CRM best practices, and a note on Customer Success. Get your sales and marketing team in the same room with this tab open.

Tab 7, The Advanced Funnel: Full funnel stage map with a dropdown to switch language by business type. Choose from Marketing Language, Sales Language, Basic Funnel, Retail, Traditional B2B, B2B SaaS, B2C Ecommerce, or Service Based and the stage names, conversion deltas, and touchpoints update to match. Eight stages with delta rows between each one. B2B SaaS conversion benchmarks and green/amber/red reference table included below the funnel map. Use the Funnel Clarity Tool (Detailed mode) to input your own numbers and get a real-time diagnosis and a better user experience.

Tab 8, Metrics Glossary: MRR, ARR, ACV, CLV, NRR, CAC, churn, payback period; all in plain English. Share this with your CFO to see if there is other language your company uses and with your Head of Marketing to get the conversation going.

Tab 9, Definitions: Every term used across all 8 editions (plus more) in one place. 36 definitions plus a quick reference card of the 10 most important ones. If your sales and marketing teams are using the same words to mean different things, this is the place to start a discussion.

Tab 10, Growth Motions: Sales Led, Marketing Led, Product Led, Ecosystem Led; explained with funnel implications for each. Partnership terms from basic to advanced, helpful as I find this is less often explored as a possible motion. Your growth motion picks the game. The funnel metrics tell you if you are winning.

Tab 11, Workshop Process: What a full day workshop with me looks like. The 6 steps delivered, what you walk away with, and how to get started.

Tab 12, Client Example: A real anonymised B2B SaaS funnel mapped across all stages with CRM deal stages, channel breakdown, observations, and recommended actions. Use it as a template or see how you compare.

Tab 13, Thank You: All Funnel Clarity newsletter edition URLs in one place plus my contact details.

How to use it: copy it to your own Google Drive (File, Make a Copy), start with Tab 1 for an overview and a quick self-assessment, then work through one tab a day. The goal is to support your learning and get conversations started with your team.

How the tool and the sheet work together: The sheet is for learning the language and aligning your team. The tool is for diagnosing your numbers. Start with the sheet, understand your funnel stages and what healthy looks like, then bring your real numbers to the tool and see where you actually stand.

These are educational resources that are meant to give you direction and do not replace professional advice. They are free, so use them! But understand that the advice may not be completely accurate as it does not take into account every aspect of your business.


Growth Motions

I mentioned in Edition 1 that I would cover growth motions later in this series. Your growth motion is the company-level decision about how you primarily grow. Most companies are a blend but knowing which is primary changes your channel mix, your budget allocation, and where your funnel shows friction.

Tab 10 in the Funnel Definition Sheet covers all four Growth Motions in detail: Sales Led (SLG), Marketing Led (MLG), Product Led (PLG), Ecosystem Led (ELG).

Most companies are a mix of a few but have a primary motion, know your mix. The question is whether you’ve been intentional about it or just let it evolve, worth exploring more in Tab 10.


AI Maturity: where are you on the journey?

I introduced this in Edition 7 but did not go into detail, aim to move from Efficiency to Workflows! Most companies will take a longer time to become Agentic.

Efficiency: Using AI tools as day to day assistants. ChatGPT for emails, Claude for summaries, Perplexity for research. Most teams are here. This is the right place to start with the goal of becoming more advanced and moving to workflows.

Workflows: This is where the real time saving happens. You stop using AI for one-off tasks and start building repeatable processes where AI handles steps consistently without someone manually triggering each one. A content workflow where AI drafts, you review and edit, and the output goes straight to your scheduler. A research workflow where AI pulls competitor intel into a standard format every Monday. Small automations that compound. Most teams are not here yet but it is achievable for them.

Agentic: Multiple LLMs working together using your actual company data. Still early for most. Worth understanding even if you are not ready.

If you are at Efficiency right now, the next question is simple: what is one thing your team does the same way every week that AI could handle the first draft of? Write it down. That is your first workflow.


One more term worth knowing: the Bowtie

Throughout this series I have talked about the three outcomes: Acquire, Retain, and Increase Wallet Share. If you want to go deeper on the retention and expansion side specifically, look up the “Bowtie sales funnel model”. It extends the classic marketing and sales funnel past the closed deal into Onboarding, Adoption, and Expansion. It takes it a bit further than we’ve discussed and worth reviewing as it formalises everything on the right side of your advanced funnel.


What funnel clarity actually unlocks

Funnel clarity is not about the data. The data is just the map. What clarity actually unlocks is alignment between marketing and sales on what a good lead looks like, between the CEO and the team on where to invest, between what you are building and what the market actually needs.

Most companies I work with are not failing because they lack traffic or budget. They are failing because nobody can agree on where the problem is. Marketing says the leads are good. Sales says the leads are bad. Finance says the numbers do not add up. And everyone is right from their own perspective because they are all looking at different parts of the same overall funnel, often with different names for the same stages.

Real funnel clarity gives everyone the same map. Once you have that, the decisions get easier. Where to invest. Where to pull back. What to fix first. What to stop doing. The clarity itself is the competitive advantage … not the tool, not the sheet, not the strategy. The shared understanding that comes from everyone working from the same numbers and the same language.

That is what I have been trying to build across these 8 editions. I hope it is useful.


Ways to work with me

If you want to apply this framework to your business I give a real diagnosis of where your funnel is leaking and what to fix first. Here are the options:

Book a free 30 minute call to discuss where you’re at right now and ask questions about the community and workshop.

Private community: A small group working through the framework together. €59 per month for weekly insights, access to freelancer networks, and monthly calls where you can ask me anything. For business owners and marketing leaders who want ongoing funnel clarity support.

Funnel Clarity Workshop: €900 full day or two half day sessions with your company, paid in advance. See spreadsheet Tab 11 for details or click on the payment link to reserve.

Or just message me on LinkedIn and tell me where you are stuck.


Over Eight editions I've had a lot of conversations I would not have had otherwise. Technology shifts always offer opportunity to companies who seize the day, very true especially now in the age of AI. The funnel has not drastically changed, but the channels definitely keep evolving (GEO/AEO being the main AI related ones). Let’s start with clarity and build from there!

Any votes for a bonus edition 9? If so, what topic would you want to see? I'm thinking of starting a new series (or a continuation within this one) focused on GEO in marketing and sales, comment what you would want to see me talk about next.

I appreciate you coming on this journey with me! Bye for now.

Riley

Legal Note: The Funnel Clarity Tool and Funnel Definition Spreadsheet are educational resources only and do not replace professional advice. All benchmarks and recommendations are directional reference points. Any decisions made using this content are at your own discretion. Riley Kearl, partners, and associated companies accept no liability for outcomes or decisions made arising from use of these materials.