The last step of the funnel process occurs first because we’re proceeding alphabetically! So, I suppose, “bottoms up.” The bottom of the funnel is the point in the buying process when leads are on the verge of becoming new customers. They’ve discovered an issue, researched potential solutions, and are on the verge of purchasing. A call from a sales rep, a demo, or a free consultation are often the next actions for leads at this level, depending on the sort of business attempting to close the lead.