Title Advisory Incubator™ | Complimentary | Discovery as Due-Diligence™: Middle of Funnel & Bottom of Funnel ✅

Section 1 - The Purpose and Function of Discovery 1.1 Discovery as an Audit, Not a Sale In advisory engagements, discovery is not a persuasion exercise. It is a commercial audit. The objective is to collect accurate, actionable information that allows the advisor to: 1. Build a Scope of Work that reflects how the business truly operates. 2. Establish mathematical logic connecting inputs (interest generated) to outcomes (revenue converted). 3. Define where accountability exists across the funnel so that expectations are measurable and risk is shared. Treating discovery as sales creates distortion: conversations become performance-oriented instead of analytical, and decisions are made on perception rather than data. Treating discovery as an audit aligns both parties around structure, not enthusiasm. 1.2 Scope of the Audit A complete discovery process examines four layers of the client’s commercial system: Top of Funnel (TOF). The mechanisms that create attention and generate initial interest. The goal is to identify channel mix, outreach volume, performance distribution, and the internal or external resources responsible for demand generation. This is where the existing Revenue Advisory Script provides full coverage. Middle of Funnel (MOF). The systems that process interest once it lands. Here, the advisor seeks to understand qualification logic, follow-up cadence, response management, and conversion hygiene. This stage reveals whether the business has a defined process or relies on individual effort and circumstance. Bottom of Funnel (BOF). The specific events that convert opportunity into revenue. Key variables include decision criteria, documentation flow, approval timelines, and common friction points. The advisor’s objective is to determine if a repeatable, measurable process exists - one capable of supporting predictable outcomes so you can marry the thought between your demand channel and their existing MOF and BOF process. Fulfillment. The mechanisms that deliver value after conversion. Understanding fulfillment is not critical but it provides context for the promise being made upstream and clarifies the customer experience that your top-of-funnel efforts ultimately influence. © Advisory Incubator, Inc. – All rights reserved. No part of this document may be copied, shared, reproduced, or sold without the express written consent of Advisory Incubator, Inc.. Any unauthorized use, duplication, or distribution will be subject to legal action. This material is provided under a limited End User License for educational and informational purposes only. It may not be used for any commercial purpose outside of your direct participation in Advisory Incubator, Inc. programs.