Where Funnel Management Can Go Wrong:The Case of the Missing Stages
Upcoming SlideShare
Loading in...5
×
 

Where Funnel Management Can Go Wrong:The Case of the Missing Stages

on

  • 303 views

Old-school funnel management principles, still followed by too many companies today, is woefully out of step with how B2B products are purchased today. This presentation covers: ...

Old-school funnel management principles, still followed by too many companies today, is woefully out of step with how B2B products are purchased today. This presentation covers:
1. The new Buyer and your funnel
2. The missing funnel stages
3. Well-aligned Funnel examples
4. Rebuilding your funnel model
5. Calculating the necessary funnel velocity

Statistics

Views

Total Views
303
Views on SlideShare
303
Embed Views
0

Actions

Likes
0
Downloads
5
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Where Funnel Management Can Go Wrong:The Case of the Missing Stages Where Funnel Management Can Go Wrong:The Case of the Missing Stages Presentation Transcript

  • Where Funnel Management Can Go Wrong: The Case of the Missing Stages Charles Besondy, President Besondy Consulting & Interim Management LLC www.BesondyLLC.com 1
  • Agenda • The new Buyer and your funnel • The missing funnel stages • Well-aligned Funnel examples • Rebuilding your funnel model • Calculating the necessary funnel velocity www.BesondyLLC.com 2
  • The Old Buyer I don’t know your company I don’t know your customers I don’t know your products I don’t know your service record I don’t know your execs I don’t know your financial stability Now, what did you want to sell me? www.BesondyLLC.com 3
  • The New Buyer • My team and I have decided to invest in solving a problem • I’ve checked out your company’s reputation • I’ve checked out your product’s reputation • I’ve checked out your competitors You’re on my short list; give me your best deal www.BesondyLLC.com 4
  • Poll • Where does your sales funnel/pipeline begin? What is the first stage that is measured? – When sales department declares a lead as a sales opportunity – When sales declares a name as a “lead” – As soon as we know a name and company – When lead quality has been verified by marketingwww.BesondyLLC.com 5
  • Key Takeaway • A large part of the buying process is occurring before your sales department knows about the opportunity • The buyer is controlling most of the process Are you managing the funnel accordingly? www.BesondyLLC.com 6
  • Missing Stages Opportunity Confirmation Needs assessment Budget Identified Proposal Negotiation Decision ? www.BesondyLLC.com 7
  • The Buyer’s Journey before Engagement with Sales Interest Problem identified Need to solve agreed Research solutions Opportunity Confirmation Needs assessment Budget Identified Proposal Negotiation Decision T i m e Content www.BesondyLLC.com 8 For a narrated version of this presentation visit my site. http://www.besondyllc. com/b2b-funnel- management/
  • Examples of Aligned Funnels Example 1 Position in Category Interest established Problem identified (MQL) Need agreed (SAL) Offer understood Preference formed Decision made Contract received Sales Marketing MathMarketing www.BesondyLLC.com 9
  • Examples of Aligned Funnels Example 2 Marketo www.BesondyLLC.com 10
  • Examples of Aligned Funnels Example 3 SeriusDecisions www.BesondyLLC.com 11
  • Examples of Aligned Funnels Position in Category Interest established Problem identified (MQL) Need agreed (SQL) Offer understood Preference formed Decision made Contract received A Hybrid Awareness / Friend Name Customer Prospect Lead Sales Lead Opportunity www.BesondyLLC.com 12
  • Resources www.BesondyLLC.com (Resources and blog sections) Funnel calculator Funnel Vision newsletter Funnel management videos Funnel management books Preparation tips for marketing automation www.BesondyLLC.com 13
  • Key Takeaways • Include all major stages of buyer’s journey in your funnel • Measure and track progressions • Develop content that’s appropriate for each stage • It’s a buyer’s journey, not a sales journey www.BesondyLLC.com 14
  • Why Include all Stages? • Accurate stage identification improves forecast accuracy and process alignment between Marketing and Sales • Aligns the company with the customer • Drives content and lead gen strategies & tactics www.BesondyLLC.com 15
  • The Impact of Missing Stages Position in Category Interest established Problem identified (MQL) Need agreed (SQL) Offer understood Preference formed Decision made Contract received Lag in Weeks 8 4 4 2 2 2 1 1 Leakage 95% 60% 50% 25% 15% 10% 20% 1% 16 weeks 8 weeks 1% 60% www.BesondyLLC.com 16
  • The Critical Funnel Math of Top Stages • What tactics will you employ at these stages in order to drive these results? When must the tactics be executed? www.BesondyLLC.com 17
  • Summary • Align your funnel to the entire buyer’s journey • Include the early stages of the buyer’s journey in your funnel; measure where possible • It’s a revenue funnel, not a “sales funnel”, or a “marketing funnel”, or a “lead funnel” www.BesondyLLC.com 18
  • Resources and Questions For a narrated version of this presentation http://www.besondyllc.com/b2b-funnel-management/ Charles Besondy Cbesondy@BesondyLLC.com 512.692.9642 www.BesondyLLC.com @CharlesBesondy www.BesondyLLC.com 19