What Notion's $300M Sales Funnel Looks Like

With 100 million users and $300M in revenue, Notion is one of the most well-known SaaS companies—here’s how they acquire customers.

In 2024, Notion reached 100 million users globally. With 4 million premium users, they generated $300M in revenue, making it a heavyweight in the SaaS space.

All the more reason to take a closer look at how Notion’s growth and sales funnels work.

---

Quick Note

A classical sales funnel does not reflect how marketing and sales work. You cannot strictly separate content and channels that solely drive awareness from those responsible for conversions. However, for the purpose of this analysis, it is easier to break it down this way.

---

What a $300M Sales Funnel Looks Like

Notion is a pretty complex solution—you can use it for almost everything:

• CRM? → Notion

• Project Management? → Notion

• Time Tracking? → Notion
  

  … You name it.

Because of this versatility, I’ve always been curious to understand how they promote this tool.

And I found the answer: ABM (Account-Based Marketing).

Instead of promoting Notion as a whole, the company creates ads & content that highlight specific use cases with success stories from businesses, targeting particular industries.

Making the sales funnel look like this (link to the full funnel breakdown at the end of the article):

But before diving deeper into this, let’s start with how the company drives awareness.

How Notion Drives Awareness

Notion is in the fortunate position of not needing much introduction.

With $353M in funding, 300M users, and 6.9 million organic monthly visitors, it is one of the most well-known tools out there.

From an awareness perspective, they are already strong.

It’s also no surprise that Notion is present on every major platform—from TikTok to LinkedIn.

When we dive into their channels and take a closer look, we see that they aren’t focused on educating people about what Notion is.