Sales Dictionary
Middle of the Funnel (MOFU)
Definition
The stage where prospects have identified a problem and are looking for a solution.
Deep Dive
The Middle of the Funnel (MOFU), also known as the consideration stage, is the second phase of the customer journey, following initial awareness (Top of the Funnel - TOFU). At this stage, prospects have identified a problem or need and are actively researching potential solutions. They are no longer just seeking general information but are evaluating different options, comparing products or services, and trying to understand how specific solutions can address their pain points.
Examples & Use Cases
- 1A prospect downloading a comparison guide that outlines the features and benefits of different types of CRM software.
- 2An individual attending a product demonstration webinar to see how a specific marketing automation tool functions in practice.
- 3A business owner reading detailed case studies to understand how similar companies have successfully implemented a cloud migration service.
Related Terms
Top of the Funnel (TOFU)Bottom of the Funnel (BOFU)Customer Journey