Elliott Botterill explains that when a marketing funnel is first built, its early results are usually the worst they will ever be, and it is rare for a funnel to be immediately highly profitable. He emphasizes that merely generating sales does not equate to scalable profit, which is the ultimate goal. Once the funnel starts delivering customers, the focus should shift to making the funnel pay and then systematically measuring each step of the funnel to assess performance and drive profit.
When you build a marketing funnel for the first time, the results in the early stages should be the worst they will ever be. But it's very, very rare that you build it and it is just boom, amazing, crazy profitable straight out the gate. So once we've got it running and it's spitting out some customers, we want to make it pay us because just getting sales does not mean, you know, scalable profit, which is the end game here. And so once we're making it pay, we then want to look at how this funnel is performing. And so every funnel is just a sequence of steps.
