A visual representation of the journey that potential customers go through from initial awareness of a product or service to making a purchase. The sales funnel is usually divided into stages: TOFU (Top of the Funnel), MOFU (Middle of the Funnel), and BOFU (Bottom of the Funnel). TOFU represents the awareness stage, where prospects first become aware of the product or service. MOFU is the consideration stage, during which prospects engage more deeply, evaluate their options, and seek additional information. BOFU is the decision stage, where prospects are ready to make a purchase decision and are close to conversion.