<!-- Journey funnel model · from Chapter 08 of The Product 360 Handbook -->

# Journey funnel model · [Product] · [Segment] · [Date]

**Owner:** [PM]   **Built with:** [marketing, sales, customer success]   **Unit:** account / user

| Stage | Buyer question | Persona | Touchpoints (owned, paid, earned, partner, product, AI answer) | Entry definition | Leading metric | Conversion to next | Median days in stage | Observable? (yes / partly / no) | Owner | Data source and blind spots |
|---|---|---|---|---|---|---|---|---|---|---|
| Problem framing | | | | | | | | | | |
| Exploration | | | | | | | | | | |
| Trial / proof of value | | | | | | | | | | |
| Activation | | | | | | | | | | |
| Validation (security, ROI) | | | | | | | | | | |
| Purchase | | | | | | | | | | |
| Expansion and advocacy | | | | | | | | | | |

## How we estimate the unobservable stages
- Self-reported attribution question: [wording, where asked]
- Win-loss interviews: [cadence]
- AI answer audit: [cadence, question set]

## Binding constraint
Stage: [ ]   Evidence: [conversion, wait time]   Product hypothesis to fix it: [ ]   Metric to watch: [ ]