The B2B Sales Funnel Blueprint: Demand to Conversion

Map buyers, create demand, qualify leads, build nurture, align sales, improve conversion, analytics, and forecasting

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete B2B sales funnel connecting demand, qualification, nurture, sales alignment, conversion, and forecasting.
Map the B2B buyer journey and identify the decisions, signals, and friction inside the funnel.
Create demand, capture qualified interest, score leads, and design effective nurture systems.
Improve sales handoffs, opportunity conversion, funnel analytics, forecasting, and continuous improvement.

Course content

2 sections • 11 lectures • 1h 47m total length

Map the B2B Buyer Journey and Growth Funnel10:12
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind the B2B buyer journey and growth funnel. Students apply the framework to a continuing case and complete a practical assignment.
Create Demand and Capture Qualified Interest9:55
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind demand creation and qualified interest. Students apply the framework to a continuing case and complete a practical assignment.
Qualification Scoring and Nurture Systems9:58
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind qualification, scoring, and nurture systems. Students apply the framework to a continuing case and complete a practical assignment.
Sales Alignment Discovery and Opportunity Conversion9:59
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind sales alignment, discovery, and opportunity conversion. Students apply the framework to a continuing case and complete a practical assignment.
Funnel Analytics Forecasting and Continuous Improvement10:00
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind funnel analytics, forecasting, and continuous improvement. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The Revenue System Behind B2B Growth9:31
Work through the practical lesson: The Revenue System Behind B2B Growth. This applied study preserves the original 100M B2B Marketing System - Build Predictable Revenue case context, then transfers its decision method to The B2B Sales Funnel Blueprint: Demand to Conversion.

Complete Strategy Decision Brief and Ideal Customer Profile Worksheet. Make a specific business decision visible before selecting activities or tools. Define the customers you can serve well and specify observable qualification and exclusion criteria.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Choose a Profitable Market and Buyer9:34
Work through the practical lesson: Choose a Profitable Market and Buyer. This applied study preserves the original 100M B2B Marketing System - Build Predictable Revenue case context, then transfers its decision method to The B2B Sales Funnel Blueprint: Demand to Conversion.

Complete Research Question and Evidence Plan and Market Segmentation Matrix. Choose research methods that can answer a specific decision question within realistic constraints. Compare distinct segments using need, fit, access, and economic potential rather than broad demographics alone.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Build Positioning and an Irresistible B2B Offer9:33
Work through the practical lesson: Build Positioning and an Irresistible B2B Offer. This applied study preserves the original 100M B2B Marketing System - Build Predictable Revenue case context, then transfers its decision method to The B2B Sales Funnel Blueprint: Demand to Conversion.

Complete Positioning Statement Builder and Messaging and Proof Map. Connect a defined audience and important problem to a credible differentiated value proposition. Translate positioning into messages that answer buyer questions and are backed by verifiable proof.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Create Demand and Convert Qualified Pipeline9:34
Work through the practical lesson: Create Demand and Convert Qualified Pipeline. This applied study preserves the original 100M B2B Marketing System - Build Predictable Revenue case context, then transfers its decision method to The B2B Sales Funnel Blueprint: Demand to Conversion.

Complete Buyer Journey and Funnel Map and Account Based Marketing Plan. Map customer decisions and the evidence needed to progress through a buying journey. Coordinate work on a small set of high-value accounts using a shared evidence and ownership model.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Measure Economics and Scale the Revenue System9:41
Work through the practical lesson: Measure Economics and Scale the Revenue System. This applied study preserves the original 100M B2B Marketing System - Build Predictable Revenue case context, then transfers its decision method to The B2B Sales Funnel Blueprint: Demand to Conversion.

Complete Measurement and Learning Plan and Acquisition Economics Worksheet. Select a small set of defined measures and use them to make decisions rather than report activity. Calculate customer acquisition economics using consistent definitions and explicit assumptions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Pipeline Analytics Optimization and Scale9:42
Work through the practical lesson: Pipeline Analytics Optimization and Scale. This applied study preserves the original The Lead Generation Machine - Build Predictable B2B Demand case context, then transfers its decision method to The B2B Sales Funnel Blueprint: Demand to Conversion.

Complete Buyer Journey and Funnel Map and Measurement and Learning Plan. Map customer decisions and the evidence needed to progress through a buying journey. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No technical experience is required; basic marketing, sales, or business familiarity is helpful.

Description

This course contains the use of artificial intelligence.

A B2B sales funnel is not a collection of disconnected campaigns and handoffs. It is a decision system that helps the right accounts move from awareness and interest through qualification, evaluation, opportunity, and purchase with less friction and greater visibility.

This course gives you a practical framework for designing and improving the complete B2B funnel. You will learn how to map the buyer journey, create demand, capture qualified interest, define scoring and qualification, build nurture systems, align marketing and sales, improve discovery, support opportunity conversion, and measure funnel performance.

Across five focused lectures, you will build the complete B2B sales funnel system. The course covers buyer journeys and growth funnels, demand and lead capture, qualification and nurture, sales alignment and conversion, and analytics and forecasting. Each lecture connects concepts to a continuing case and a practical assignment so that you can apply the framework to a real company, product, service, or client.

This course is designed for B2B marketers, sales leaders, founders, consultants, demand-generation teams, and growth professionals. No technical experience is required. Basic familiarity with marketing, sales, or business is helpful but not necessary.

Dr. Law Payne combines advanced business education with extensive experience in entrepreneurship, marketing, organizational leadership, teaching, and coaching. The emphasis is on buyer evidence, shared definitions, disciplined handoffs, useful measurement, and sustainable improvement.

By the end, you will have a repeatable B2B funnel system that connects demand generation to qualified pipeline, opportunity conversion, and better forecasting.

Who this course is for:

B2B marketers, sales leaders, founders, consultants, demand-generation teams, and growth professionals.

The B2B Sales Funnel Blueprint: Demand to Conversion

What you'll learn

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Course content

Build the Complete B2B Sales Funnels System5 lectures • 50min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 58min

Requirements

Description

Who this course is for: