How Marketo Efficiently Nurtures, Scores And Delivers Tons Of Qualified Leads To Sales Let’s begin with… The Big Picture: Marketo’s “Revenue Funnel” Marketo’s revenue funnel is a visualization of how a prospect typically moves through a buying cycle. They’ve mapped out at a high level the stages at which prospects go from “nothing” to “customer.” Marketo’s funnel has six stages: Awareness, Inquiry, Prospect, Lead, Opportunity and, ultimately, Customer. This book addresses the first four stages, “Awareness” through “Lead.” Throughout the entire process, Marketo uses its product to track the behaviors and actions of its prospects. Here’s Marketo’s funnel diagram: Let’s walk through their marketing steps (Awareness, Inquiry, Prospect, and Lead) one-by-one. Stage 1. “Awareness”