Defining your funnel is important. It will prove to be a trusted friend and will yield the numbers your organization has set out to attain. You must also remember that like any good friendship, there is a dynamic relationship there. You must constantly interact with the structure of the funnel, and as it is put into practice, you must continually optimize its application. According to recent marketplace research performed by MarketingSherpa, the optimization of a funnel occurs in five tiers.