Business 2 Business Blog

How to Define Your Insurance Sales and Marketing Funnel


Insurance Sales and marketing must have a unified picture of the funnel.  All of you insurance marketers know that Sales and Marketing teams often have a very different picture of the funnel.  They (Sales) might disagree about the number of stages a lead passes through before becoming a customer - and they often use different terminology to describe those stages.  

To adopt a Smarketing strategy, sales and marketing must have a unified picture of the funnel and standard definitions of each stage in the process.  For example, Henderson Robb's Smarketing team fills the funnel in these stages:

  1. Visits 
  2. Leads
  3. Marketing Qualified Leads
  4. Sales Accepted Leads
  5. Opportunities
  6. Customers



Focus on the definition of a Marketing Qualified Lead (MQL).  This is the crucial hand-off point between marketing and sales, so it's essential that the teams agree on the terminology.  

Every insurance company's definition of an MQL will vary, but it should reflect a combination of traits and actions that indicate a lead is both a good fit for your company and ready to talk to a sales person.  For one way to examine your funnel to assess lead quality and determine whether a lead is ready for sales follow up visit pages 18-21 in our free ebook, "The Complete Guide to Unifying Your Sales and Marketing Efforts."


Develop your definition of an MQL based on the combination of fit and interest that's right for your company. Some insurance marketers may focus more on fit because they have a more tightly defined market; other insurance marketers may have a broad customer base and focus more on interest level.  That decision depends on your business model.  Whichever approach you choose, base your decision on data - not on gut instinct. Even experienced marketers and sales people can be way off base in their assumptions about what makes a good lead.

New Call-to-action

Posted by Peter Henderson on September 18, 2014 08:00:AM

Subscribe to Our Blog

Marketing Grader

We analyze your site's performance, mobile-friendliness & SEO effectiveness with our Marketing Grader.

Request A Free Report