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Marketing Funnel Plan & Reporting Template | Build a Full-Funnel Growth Strategy in Assemble
How to Build a Full-Funnel Marketing Plan That Actually Works in 2026
Marketing isn’t just about running ads anymore. If you’re still focusing only on bottom-of-funnel conversion, you’re missing half the story. The game today demands alignment across awareness, engagement, and revenue. The template you’ll find in Assemble offers a complete framework for marketing, growth, and operations teams to plan, track, and optimize the entire funnel from first touch to retained customer.
Why Full-Funnel Matters
Data shows that marketers who treat awareness, engagement, and conversion as separate silos leave value on the table. For example, companies adopting a full-funnel approach lifted marketing ROI by 15% - 20%. Meanwhile, full-funnel campaigns can deliver up to 45% higher return on investment.
In short: you build once, then optimize continuously. You stop guessing what works; you see it.
The Template Structure in Assemble
Here’s how the template breaks down:
Company/Campaign/Product/Date Range/Prepared By: Essential fields that ground the plan in context.
Objective: One clear goal (lead generation, awareness lift, revenue acceleration).
Funnel Stages:
Top of Funnel (TOFU): Awareness & Reach
Middle of Funnel (MOFU): Engagement & Consideration
Bottom of Funnel (BOFU): Conversion & Retention
For each stage: KPI table (Target/Current/Status/Notes/Actions), tied tactics, and key observations.
Insights & Recommendations: What you learnt, what you’ll change.
Reporting & Cadence: Frequency, recipients, dashboard/tool links.
Stage-by-Stage Walk-through
1. TOFU - Awareness & Reach
Goal: Expand reach, build brand presence.
Metrics: Website visits, impressions, social reach, content downloads, ad clicks/CTR.
Tactics: Paid social (LinkedIn, Instagram), SEO content, video/webinars, influencer/PR.
If awareness is weak, everything downstream suffers: no top-of-funnel volume means nothing to nurture or convert.
2. MOFU - Engagement & Consideration
Goal: Turn awareness into intent.
Metrics: Email open rate, email clicks, webinar attendance, content engagement, lead scoring/MQLs.
Tactics: Targeted nurturing emails, retargeting ads, case studies/guides, interactive tools (calculators, assessments).
This stage is all about building trust and deepening interest: if someone downloaded a guide, did they receive a relevant follow-up? That’s what the template makes visible.
3. BOFU - Conversion & Retention
Goal: Turn intent into transaction, then into loyalty.
Metrics: Conversion rate, SQLs, deals closed/revenue, customer retention/NPS, upsell/cross-sell.
Tactics: Demos or consultations, free trials or limited-time offers, customer success follow-ups, personalized ROI proposals.
Tracking this stage helps you prove marketing’s contribution and optimize across funnel gaps.
How to Use Assemble with This Template
Duplicate the template inside Assemble.
Set up your funnels: add your objective, date range, campaign/product, and responsible persons.
Populate each funnel stage: plug in the KPIs, current values, targets, and status.
Link each tactic to owners and deadlines.
Use Assemble’s dashboard to monitor status live: see where things are on track, where they are lagging, and what needs action.
Set your reporting frequency (weekly, monthly, quarterly). Define who needs to see the updates (marketing team, sales team, leadership).
After each period, complete the insights section: what did you learn at TOFU, MOFU, BOFU? What will you do next?
The result: your funnel becomes a living document, not a slide deck locked away.
Best Practices + What to Avoid
Best practices
Focus on the few KPIs that link to business results, don’t overload with dozens.
Each metric and tactic must have clear ownership.
Update regularly (weekly is ideal) and make the plan the centre-piece of your review meetings.
Ensure tactics map directly to funnel stages and outcomes, not just activity.
Use the insights section to build institutional knowledge over time.
What to avoid
Delaying your funnel plan until problems are visible; by then, recovery is harder.
Only focusing on the bottom of the funnel, you’ll starve your pipeline.
Splitting tracking across multiple tools and silos fragments visibility.
Ignoring retention or upsell, they’re part of the funnel too and drive value.
Why Every Team Member Should Care
Creative producers: You know the content you produce has to serve a purpose in the funnel; this plan shows where your assets live.
Project managers & asset managers: you gain one source of truth for all funnel tasks and timelines.
Operations leads & knowledge workers: you see cross-functional hand-offs and how your work links to revenue.
Product managers & engineers: you connect product launch timing to funnel metrics and business outcomes.
HR managers & enterprise decision-makers: you gain visibility on how marketing, operations, and growth link to company performance.
Students and team leads: you get a repeatable system you can use for projects and campaigns.
The Next Step
Copy the template into Assemble, fill in the fields for your next campaign or product launch, and assign owners. Make this funnel plan your central operating document. Start tracking from awareness through retention. See where prospects drop off, where ROI happens.
Optimize continuously. If you want marketing that works as a system, this is how you build it.
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