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Sales Glossary

The sales industry is always changing and evolving. Keeping on top of those changes can be tough. The Vidyard Sales Glossary is your ultimate guide to important sales terms, definitions, concepts, slang, insider business jargon and more to keep you up to date with the latest in sales industry lingo.

What is MOFU?

MOFU stands for “middle of funnel” and is the second stage of the customer journey. Leads have been qualified before entering the MOFU stage and have a clearly defined issue they are trying to solve. MOFU is all about exploring options, so sales reps working with qualified leads in this stage must focus on providing information and positioning their product as a solution.

Why is MOFU Important?

The MOFU stage is where potential customers research options to solve whatever issue they’re experiencing. They compare products, look at price points, read reviews and customer testimonials, and try to find answers to specific questions they have. It’s important for your company to have a strong presence and stand out from competitors.

As leads begin their customer journey many will drop off after the TOFU stage. Those who make it to the MOFU stage are qualified and interested in your product. However, they need to make sure your product is the right choice – so you need to convince them.

Have information ready and cater it specifically to each potential customer’s needs. Each lead will have their own unique questions and problems they’re trying to solve, so the same sales pitch won’t work on everyone.

Remember: you’re trying to convince them that your product is the right choice. These leads are shopping around, so highlight your product’s unique selling point, show off its features, and provide data and examples to back up your claims. The goal here is to get qualified leads to enter the bottom of the funnel (BOFU) and make a purchase.

Types of MOFU Content

There are various types of content that sales reps can utilize during the MOFU stage. Since each lead has different needs, different types of information and materials should be available. Some leads may be looking for a simple FAQ page, whereas others want case studies showcasing data and metrics.

Let’s look at different types of MOFU content sales reps can use when pitching their product:


Videos are the most versatile type of content a sales rep can use. They’re the secret weapon of sales: videos are engaging, catchy, and can be used in every scenario.

A sales rep can do a live product demo over video, or record a demo to be shared via email or across social media channels. Want a more engaging FAQ page than plain text on your website? Record a video of a sales rep answering questions. There are endless examples of different types of sales videos, and every sales team should be using them.

Free Templates

Depending on what type of product you offer, free templates can be utilized. Adding free templates for checklists, email outlines, tracking documents, or video scripts is a simple way to engage leads. They can be embedded on your company’s website, linked in emails, and shared via social media.

Case Studies

Every company should have case studies that highlight examples of their product’s success. Include data and metrics that illustrate positive change and outline exactly how success was achieved by implementing your product, and what pain points it helped alleviate. These real-life examples are invaluable when it comes to selling your product.


Not every company may have the resources to host webinars, but if you do they’re an excellent way to attract new leads and engage with them. Once people register, you can deliver a quick 30-minute presentation on a topic related to your product. It also provides an opportunity to foster conversations with leads, answer questions, and build trust.

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