Why we weight funnel health 0.25 TOFU, 0.40 MOFU, 0.35 BOFU, the reasoning behind the formula
When we built dolv's funnel health scoring, the obvious first version was equal weights. One-third each.
Equal weights broke immediately. A healthy TOFU was inflating the composite score even when MOFU and BOFU were in poor shape. The number felt fine. The pipeline was not.
We spent time with data from actual GTM teams and landed on 0.25 for TOFU, 0.40 for MOFU, 0.35 for BOFU.
The reasoning:
TOFU is the easiest stage to inflate with activity that does not convert. Lower weight keeps it from masking real problems downstream.
MOFU is where most funnels actually break. The consideration-to-decision gap is where qualified interest dies. Higher weight here reflects where the bottleneck usually sits.
BOFU is high-stakes but low-volume. Weighted meaningfully but below MOFU because one won deal can mask a broken closing process.
Curious whether this matches what other GTM operators see in their own funnels.
Replies
Dial
This matches what we see on the voice-agent side actually. Our equivalent of TOFU is call volume, and it's the easiest number to feel good about while the deal-stage conversion is quietly broken. The one thing I'd push on is whether these weights should shift by company size or sales motion. A PLG-ish motion with a short cycle probably lives and dies on MOFU like you describe, but a long enterprise cycle might need BOFU weighted closer to MOFU since a single stalled deal there can hide a much bigger problem than volume ever would. Did you test the weights across different customer segments or land on one formula for everyone?
The weights encode where you already think the bottleneck is, so the score cannot tell you when it moves.
I hit a version of this on my own funnel. Position across my pages went from 41.1 to 27.6 in a month, which any weighted health score would have read as a clear improvement. Click through rate fell over the same window. 126 pages sat in the top ten and 116 of them earned zero clicks. The stage I was weighting was genuinely getting better while the stage underneath it got worse, and one composite number could not show me both.
What made it visible was refusing to combine them at all. Two numbers side by side, no weights.
When MOFU stops being your bottleneck, what inside the 0.40 is going to tell you?