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Funnel Stack · Companion to Case Study 06

THE $20M → $50M FUNNEL STACK

Built to run through an LLM

“Here's a funnel stack from a $20M/year coaching business. Use it as a structural reference and map an equivalent 4-phase funnel (acquisition, sales, reactivation, renewal) for my business: [describe your offer, audience, and channels].”

Phase 01

Acquisition

Cold traffic in, qualified call bookings out. Two landing paths run in parallel and both end on the same booking page.

CHANNELSMETA + YOUTUBE ADS
5 CREATIVE FORMATSVox pop · Breaking Habits
Q&A · Testimonial hook
Static
STATIC AD EXAMPLE
“Stop trading time for $”
STATICS ~ 4% CTR
LANDING
PAGE
Every hook is built around the ICP’s deepest pain points & transformation desire, not generic angles.
PATH A · FREE GUIDELanding page offers a downloadable guide
PATH B · VSLVSL + entry questionnaire pre-qualifies the lead
PATH C · WEBINAR REPLAYAlways labeled transparently as a replay, never sold as live
37% opt-in
BOOKING
PAGE
Booking page runs like an anti-VSL: hero video, calendar, testimonials.
GIFT UNLOCKEDTraining, guide, or webinar replay, released the moment the call is booked
BOOKED
Booking rate: 15% guide · 10% VSL · 10% webinar replay
→ PHASE 02Hands off to the sales team
70% of everyone who books turns out to be squarely in the ICP.
15-MIN TIMERFires a 3-email/day sequence
NOT BOOKED
EMAIL 1 · T+15 MIN
The cost of waiting
EMAIL 2 · T+1 DAY
A letter, [First Name]
EMAIL 3 · T+2 DAYS
Slots close tonight
COLD / RETARGETING POOLRe-entered through paid retargeting & the phase 03 reactivation engine
Phase 02

Sales

The booked call hands off to a human sales team, and the funnel keeps working quietly between every call.

FROM PHASE 01Lead just booked a call
SALES TEAMMulti-call sales process, not a single close attempt
BETWEEN EACH CALLTestimonials, ebooks, and maximum value keep trust and momentum up
CLOSED?
NEW CLIENTRenewal engine picks up 3 months before the program ends → Phase 04
CLOSED
2-WEEK NEWSLETTEREducation only: articles & videos, a single CTA in the final email
NOT CLOSED
→ PHASE 03Hands off to reactivation
~7% booking rate off the newsletter alone.
Phase 03

Reactivation

Everyone who never closed stays inside an always-on, email-led engine with live events as the re-entry point.

NEVER-CLOSED LEADSFrom phase 01 and phase 02
MONTHLY MASTERCLASSEmail-only invite · new theme every month · always run live
12–13% booking rate
BOOKED?
→ SALES TEAMSame multi-call process as phase 02
BOOKED
QUARTERLY 360° CAMPAIGNMailing push + multi-day challenge invite + retargeting ads + YouTube brand-awareness clips
NOT BOOKED
each clip ~ 2–3% opt-in
SOCIAL FUNNELClipped video: hook up top, masterclass/challenge promo in the body
~45% opt-in per event
LIVE EVENTThe monthly masterclass or quarterly 3-day challenge
ROAS ~14x per event · a 3-day challenge ~ $2.5M · a masterclass ~ $150–300K, topic & season dependent.
CLOSED?
NEW CLIENT→ Phase 04, renewal in 3 months
CLOSED
STAYS IN THE LOOPRe-enters next month’s masterclass and next quarter’s campaign
NOT CLOSED
High-ticket program: deliberately no upsell and no cross-sell anywhere in this stack.
Phase 04

Renewal

Starting three months before a client's program ends, five escalating touches try to convert a renewal, each one only fires if the last one didn't.

3 MONTHS BEFORE PROGRAM ENDRenewal sequence begins
STEP 1 · WHATSAPP ASKRecent renewers are asked to refer someone: referrer gets a ~$2,500 gift, referred gets a discount
STEP 2 · FREE COACHING SESSIONA business-coach Q&A hands off to a closer, who books a new call
NOT RENEWED
STEP 3 · DIRECT PHONE OUTREACHBest-fit profiles (highest LTV, highest capacity to invest) get called directly
NOT CLOSED
STEP 4 · ABM + RETARGETINGA tightly targeted campaign supports the sales team’s remaining push
STILL OPEN
STEP 5 · ESCALATING URGENCYLimited spots, limited cohorts, a week-by-week email sequence, remaining-capacity messaging
STEP 6 · HALF-DAY CLOSING EVENTExclusive trainings the client hasn’t received anywhere else in the program
LAST RESORT
~12% booking rate
RENEWED CLIENTCycle restarts 3 months before this term ends
Any step that renews or closes exits the sequence, each escalation only fires if the one before it didn’t convert.