This document provides an overview and table of contents for a guide on sales and marketing pipeline and funnel models from Focus Experts. It introduces the guide and thanks the contributing experts. The table of contents lists 17 sections that will be covered in the guide, including topics like readjusting your perspective to the buyer's experience, the division between marketing and sales being a myth, the days of the traditional funnel being over, creating a "living funnel" that responds to business changes, engaging customers to create evangelists, and defining buying stages and conversion rates.
The Navigating International Meetings Pocketbook gives concise information about the structure and process of United Nations (UN) meetings, looks at the different avenues available to youth for participating, and offers practical information for surviving a large meeting. The Guide also touches on important questions regarding the impact of international meetings on the local, national, and international level that every past and potential participant should consider.
Mountain Top 2017 - Wherever The River FlowsJulian Taylor
Â
Logo and Branding for the 2017 Mountain Top entitled "Wherever The River Flows." Branding package included logo, color swatches, fonts, and style rules.
The Navigating International Meetings Pocketbook gives concise information about the structure and process of United Nations (UN) meetings, looks at the different avenues available to youth for participating, and offers practical information for surviving a large meeting. The Guide also touches on important questions regarding the impact of international meetings on the local, national, and international level that every past and potential participant should consider.
Mountain Top 2017 - Wherever The River FlowsJulian Taylor
Â
Logo and Branding for the 2017 Mountain Top entitled "Wherever The River Flows." Branding package included logo, color swatches, fonts, and style rules.
Need greater visibility into your sales funnel? See what reports top sales leaders use to manage and grow their pipeline and how you can make these insights your own.
Watch the session video: http://bit.ly/1MnIif1
Presented at 2016 TOCICO International Conference, Leesburg, VA, USA. Suggested practical approaches to improve sales performances: A design of Visual Board for managing Sales Pipeline, reinforcing Closing Initiatives, Development of Good Offer.
Authored by John Hamilton, this presentation focuses on how to move through the sales pipeline. Issues covered include where to source sales lead, how to engage your audience, and how to manage your pipeline.
John Hamilton is an accomplished executive with over 25+ years experience managing early stage startups to acquisitions and IPOs. John has vast sales and marketing expertise that has spanned several well known Boston based companies from Stratus Computer, EMC, FTP Software, Concord Communications, Phase Forward, Softricity (sold to Microsoft for $265M), XKoto and Viewfinity. His ability to scale companies has yielded significant returns for shareholders across the board.
Whether we have a 3 day sales process or a 3 month sales process, we all need to manage our pipeline of sales. Here is a quick and easy way to understand what it is, how it can help and how you can manage your revenue using it.
A look at the sales funnel and what marketing channels are appropriate at what stage.
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
If you sell to the corporate marketing, having a strong value proposition is critical.
It helps you set up meetings with crazy-busy prospects. And, it helps them understand the value they get from changing from the status quo -- something they're loathe to do.
In this presentation, you'll discover how to craft powerful, customer-enticing value propositions that change everything.
How to Create a Strong Value Proposition Design for B2B - It's all about the ...Daniel Nilsson
Â
You need to stand out in 3 seconds - The competition is fierce and you need to be able to catch interest in less than 3 seconds and then keep it. This is true no matter if you are creating a message for a presentation, the web, a speech or a video.
Most likely you do the following misstakes today
- You start a presentation with a company overview
- You start a presentation about your product
- Your webpage is all about your product
ä You have more then 10 words on your power point slide
Tools the super professionals use will be yours
In this presentation you will learn how to create amazing B2B Value Propositions Designs that will not only say what you need to say but will catch the interest of the person you are trying to reach in a totally new way. I will show you 4 tools that the super professionals use and how to use them.
â¨â¨I created this presentation after doing extensive research on how to create a strong value proposition. The data I have reviewed are from marketing experts, Gartner, reports and my own personal experience creating value propositions. â¨â¨
The purpose of the presentation is to share my conclusions on how to build a strong value proposition.
â¨â¨Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you. â¨â¨
Some pictures can be a bit blurry when you view the presentation directly from the web. To view a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
This is a report detailing my industrial placement year at Tomo Motor Parts Ltd. This report was submitted to Brunel University and formed the majority of my A+ result for the year.
Benefits of Modern Cloud Data Lake Platform Qubole GCP - WhitepaperVasu S
Â
IDC explains how data leaders are adopting cloud data lake platforms built by companies like Qubole and Google Cloud Platform to address the growing need for mission-critical analytics during COVID-19
https://www.qubole.com/resources/white-papers/benefits-of-modern-cloud-data-lake-platform-idc-qubole-gcp
Social in this instance is really about engaging with prospects, nurturing that relationship, and building up their confidence levels to actually open up their wallet. Even if the nurturing process does not immediately (say, within six months) lead to a sale, the door remains open for future deals, if the company is persistent in its engagement with the prospect. In this respect, ROI is not about hard profits initially. Itâs about establishing a relationship and building a level of trust with the prospect that paves the way for future business.
Why You Should Let Your Buyer Design Your Sales ProcessCraig Rosenberg
Â
âThe buyer is in chargeâ is one of the most popular refrains in contemporary business sales and marketing today. Well itâs true; the Internet has changed buyer behavior forever. In the old days of business sales, the seller controlled the conversation. Now, the Internet has given the power back to the buyer. Marketing has undergone a radical transformation to change their approach to meet the new buyerâs expectations. Itâs salesâ turn.
The reality is the buyer views their experience with a vendor as one of the most important factors in buying. When polled, buyers rate their experience with vendors higher than the expected answers of product and price. The sales leaderâs imperative is to deliver the sales experience their buyers want and expect. In this webinar, we provide you with the blueprint and specific use case examples.
This discussion is tailored for CEOs, execs, VPs, upper-level management, and anyone involved in sales and overall business strategy.
Let's face it - sales technology is fun to talk about. Never before has sales been more technology-enabled than now. As the Funnelholic, we love talking sales tech which is why we HAD to have Matt Heinz, President of Heinz Marketing, lead the sales technology webinar. Matt is an analyst, an end user, and a consultant who seen it all and tried it all. He is always trying to find the tools that are not only cool (of course), but deliver real value, real efficiencies, and real ROI to sales people. He is also one of the most entertaining, engaging presenters in the world. In other words, you can't ask for more.
#SocialSelling Market and Sell to the Modern BuyerCraig Rosenberg
Â
Want to know how to make social selling work? So does the team at Funnelholic.
That is why we asked Jill Rowley, the world's most famous social sales person, to deliver her framework for social selling success. Not someone who learned it from a book. Someone who actually finished as one of the top reps quarter after quarter. Someone who took her recipe for success and helped train 1000's or reps at the one of the biggest tech companies in the world - Oracle. Someone who is now training sales leaders, executives, and individual reps from the world's greatest companies. That's Jill.
7 Steps to Put Your Lead Nurturing on SteroidsCraig Rosenberg
Â
There is a lot of information on why marketers should do lead nurturing but there isn't a lot of information on how to do it and especially how to do it well. If you believe everything you read, lead nurturing looks easy. In reality, there are a number of critical considerations to have a truly effective lead nurturing machine. If you are just trying to figure out lead nurturing or you are ready to pump your lead nurturing programs with steroids, this webinar is perfect for you. Justin Gray, CEO of LeadMD, and Mary Firme, Chief Lead Accelerator from Reachforce, will present real lead nurturing success stories with specific instructions on how to make it happen.
Companies that deliver great buying experiences grow 2X faster than their peers. If you work in sales, check out how you can create and deliver remarkable experiences for your buyers.
The 6 Keys to the Successful Modern Sales OrganizationCraig Rosenberg
Â
The successful modern sales organization is more efficient, predictable and scalable than ever before. And more importantly, they drive results, consistent results. Forward-thinking sales organizations have built revenue machines that combine the traditional strategies with training and coaching with technology, processes, and metrics. Join Matt Heinz, Michael Brondello, and Craig Rosenberg as they present innovative but proven best practices that drive today's quota-busting sales organizations.
This webinar includes:
- Best practices from the best sales organizations in the world
- How understanding your buyer's process can transform sales effectiveness
-Technology recommendations that improve productivity and faster sales processes
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
Â
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
Â
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Unveiling the Secrets How Does Generative AI Work.pdfSam H
Â
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
Â
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Â
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Â
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Â
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.đ¤Ż
We will dig deeper into:
1. How to capture video testimonials that convert from your audience đĽ
2. How to leverage your testimonials to boost your sales đ˛
3. How you can capture more CRM data to understand your audience better through video testimonials. đ
Business Valuation Principles for EntrepreneursBen Wann
Â
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Â
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Â
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Â
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
1. Focus Expertsâ Guide:
Sales and Marketing Pipeline and Funnel Models
Focus Research
October 2010
Contributing Experts:
Ardath Albee
Michael Brenner
Michael Damphousse
Christopher Doran
Barbra Gago
Steve Gershik
Sue Hay
Matt Heinz
Carlos Hidalgo
Jon Miller
Adam Needles
Tom Scearce
Matt West
Steve Woods Focus Research Š2010
2. Introduction
Welcome to our the first edition of the Focus Marketing & Sales Book of Funnels. We are very excited about what we have created and the
foundation it lays for future editions.
Focus.com CEO Scott Albro manages his executives with a simple adage: âPut it in a one-page picture.â The concept of the one-page picture
becomes a brilliant exercise for Scottâs department heads to create a sensible framework for how their department will function. Depicting a
marketing or sales process in a single picture is just as challenging, and brings similarly powerful results.
To create this book, Focus.com reached out to its Focus Expert Network and asked members to submit their version of the funnel. We gave them
no instructions about what the funnel should look like, only that it had to fit on one page. I think you will have as much fun as we did seeing the
results, from Carlos Hidalgoâs âstairstepâ picture to a traditional funnel from Jon Miller to a âcloudâ from Mike Damphousse to the âchampagne
glassâ from Michael Brenner.
Every organization should make the effort to depict its revenue funnel on one page. It serves as the basis of your sales and marketing strategy;
once you understand your funnel, you are better informed about what metrics you should concentrate on, resource decisions and planning.
I have two hopes from this exercise: 1) that there are some thought-provoking ideas for you to take back to your organization, and 2) that
you create such a terrific funnel you can be included in the Book of Funnels Part II, which will have five times as many submissions as we
received for this one.
Special thanks to all of our contributors, Focus.com Sales Development Manager Sarah Miller and Contributing Editor Alec Wagner. We hope you
enjoy the Focus Marketing & Sales Book of Funnels.
â Craig Rosenberg, Leader, Focus Expert Network
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 2
4. Readjust Your Perspective to the B2B Buyersâ Experience
Instead of orienting your funnel to a sales
perspective, focus the stages of the funnel
on your B2B buyersâ experience.
When your funnel is focused on meeting
the needs of all the people involved in the
decision, youâll see a swelling in the middle,
instead of the constriction that indicates
fallout in traditional funnels.
The Buyer-Experience Funnel:
â˘
Interest: Get prospects to take a look at
what you offer.
â˘
Attention: Convince them to opt-in. Notice
that fallout occurs here when they choose
to continue or not.
â˘
Value: Instantly recognizable value
increases willingness to engage.
â˘
Engagement: Prospects spend more time
and mind-share with your content.
⢠uying committee involvement: Your funnel swells as influencers interact to gain consensus.
B
⢠onversations: Sales steps in to drive momentum to purchase based on interests expressed. The funnel narrows to core decision-maker participation.
C
⢠urchase: Buyers choose to partner with your company.
P
â Ardath Albee, CEO and B2B Marketing Strategist at Marketing Interactions, www.focus.com/profiles/ardath-albee/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 4
5. The Division Between Marketing and Sales Is a Myth
To our customers, there is no such thing as a funnel.
Marketing and salespeople use the funnel to depict Start Earlier in
Buying Cycle
how we manage demand through different phases. INQUIRIES
But there is no hard distinction. In some cases, sales
generates inquiries and marketing can close revenue
without salespeople getting involved (e-commerce).
So what does this mean for the traditional funnel?
The traditional funnel is marketing-focused with a LEADS
large top in a wide V-shape, like a martini glass.
⢠ecause customers buy from brands that they
B
trust, we need to focus on engaging potential
customers in a relationship earlier in the buying
process, even prior to a demand signal. PIPELINE
⢠e must remove the false distinction between
W
marketing and sales funnels. There is just one funnel
from contact to sale, aligned to customer needs.
⢠hen we deliver against customer needs, our
W
efficiency increases as we convert more inquiries
PURCHASE
to leads and more leads to revenue. This happens
because customers tell us when they are ready to
buy and our funnel is built to move them through
Continue
the buying process.
After Sale
⢠his creates a funnel shaped more like a
T Drive More Efficient
champagne flute that drives efficient demand on a Demand Less Leakage
continuous basis.
â Michael Brenner, Director of Online/Social Media at SAP North America, www.focus.com/profiles/michael-brenner/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 5
6. The Days of the Funnel Are Thing of the Past
With the advent of social, sales and
marketing 2.0 techniques and tools,
optimized inbound marketing strategies,
and a much more sophisticated buyer, the
days of a funnel are gone.
⢠uyers put themselves in the funnel
B
where they want to be. They jump around.
The influence of content and word of
mouth jumps them from side to back and
down again.
⢠he demand-gen funnel is now in the
T
cloud. As marketers, we must constantly
measure the status of the cloud and
make adjustments. We must combine
strategies and tactics in order to
maximize our results.
⢠e harness the chaos to our advantage.
W
We control the demand-gen cloud.
â Michael Damphousse, CEO/CMO
of Green Leads LLC, www.focus.com/
profiles/michael-damphousse/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 6
7. The âLiving Funnelâ Responds to Business Changes
⢠anticore approaches the funnel in an
M
integrated manner. Sales and marketing
must work together to generate demand.
In our funnel, marketing focuses on three
components:
⢠elivering a consistent flow of qualified
D
leads to sales
⢠elping sales close more deals through
H
sales-enabled lead nurturing programs
⢠elivering value-added content to
D
prospects at various stages of the
pipeline to keep Manticore top-of-mind.
⢠hrough this approach our teams become
T
heavily dependent on one another. The
sales and marketing team work together
on content and messaging for the
various nurtures. The funnel at Manticore
Technology is a living object that changes
as business conditions evolve
â Christopher Doran, VP of Marketing at
Manticore Technology, www.focus.com/
profiles/christopher-doran/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 7
8. Engage Your Customers to Create Evangelists
This funnel puts as much emphasis on the
bottom as the top. Why? Customers are in
the community you are trying to engage.
You want to engage the community,
but you also want to create customer
evangelists to engage the community on
your behalf.
⢠his funnel focuses on building
T
community to convert targeted prospects
into leads.
⢠fter purchase, the goal is to convert
A
customers to evangelists through added
value and community development.
⢠n this funnel, ultimately âcommunityâ
I
and âevangelistsâ overlap when the
evangelists go back into the community
to advocate for your brand.
⢠his funnel has marketing engaged much
T
deeper than traditionallyâway into lead
nurturing, and then picking up customers as they come out the other end, to develop customer-focused community.
⢠ince this funnel starts with community, it incorporates all organizations within the company that are customer-facing: marketing, sales, support, success and executives.
S
â Barbra Gago, Social Media Manager of Cloud9 Analytics, www.focus.com/profiles/barbra-gago/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 8
9. View Your Funnel from Above
⢠t 28Marketing, we imagine a viewed-
A
from-above image of the traditional
sales funnel.
⢠ooking at the progression of prospect to
L
lead to opportunity, we realized that old
models didnât conform to todayâs buyer
behavior, where customers may engage
with the company at various levels,
become viable sales leads earlier or later
than we would expect, or even become
longer or shorter duration sales.
⢠he new 28Marketing funnel looks down
T
into the buying system, where individuals,
companies, leads and customers
accumulate at levels, spend time there,
and then move forward or backward,
depending on their needs, interest and
the ability of our company to serve them.
â Steve Gershik, CEO of 28Marketing,
www.focus.com/profiles/steve-gershik-1/
public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 9
10. Lead Scoring, Progressive Nurturing Promote Qualified Leads
⢠o increase revenue and shorten your
T
sales cycle, put together a clearly defined
and agreed-upon lead management
process with marketing automation and
sales force automation tools.
⢠o reach targeted sales and marketing
T
leads, be sure your lead-nurturing
campaigns are based on content
that is segmented, mapped to their
interests, and relevant to their stage in
the buying cycle.
⢠rogressive nurturing develops a
P
comprehensive dossier on leads in
the pipeline. That, combined with lead
scoring, will provide you with a list of
leads that are more qualified and ready
to send to sales.
⢠void missed opportunities by ensuring
A
that leads deemed ânot readyâ are given
a second chance by returning them to a
nurturing campaign.
⢠n effective lead-management process, combined with market automation and SFA tools, makes it easier to identify opportunities to up-sell and cross-sell.
A
⢠his combination of âpeople and processâ not only gives you clearer visibility into the pipeline, it makes it possible to measure accurately marketingâs impact and the ratio of
T
marketing spend to revenue earned.
â Sue Hay, CEO of BeWhys Marketing Inc., www.focus.com/profiles/sue-hay-1/public/,
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 10
11. Expand Each End of the Funnel for Long-term Yield
⢠ou want a funnel that represents far
Y
more than the active sales cycle. Include
various stages of prospect engagement
based on your understanding of their
current needs, problems and triggers.
⢠or every qualified, ready-to-buy lead you
F
manage, you likely also have three to five
qualified but not-ready-to-buy leads. Have
a strategy to engage them where they
are, until 1) theyâre ready to move forward,
or 2) they understand and trust you well
enough to engage.
⢠he traditional sales funnels also only
T
reflect half of the story. What about
repeat purchases? Referrals? Word-of-
mouth opportunities that turn one sale
into four? That first sale may be the
narrow part of the funnel, but if you
know what youâre doing it widens again
significantly from there. Renewals, repeat
purchases, referrals, and so forth.
⢠orry today about how much you can
W
naturally drive through the middle, but put
even more focus long-term on expanding
each end of the funnel to maximize
long-term yield.
â Matt Heinz, Principal at Heinz Marketing LLC, www.focus.com/profiles/matt-heinz/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 11
12. Make Lead Nurturing Part of Your Equation
The development of a funnel starts with
the revenue that marketing needs to
produce to help sales meet their quota.
Organizations can then work backward
through every stage to determine what is
needed to meet these goals.
⢠his must be a collaborative effort
T
between marketing and sales to
determine the goals and percentages
of conversion (benchmark metrics will
be key for conversion goals). Then both
marketing and sales will be able to track
success, see where any weak links are
and improve planning and budgeting.
⢠n addition to linear lead planning,
I
companies must begin to develop a
funnel approach with lead nurturing as
part of the equation. Nurturing will affect
all areas of marketing and sales including
lead forecasting, forecasting for quota
attainment, ROI analysis and marketing
budget allocation.
⢠he nurturing component will improve the lead quality and also provide a lead pipeline that will be managed by marketing.
T
â Carlos Hidalgo, President of The Annuitas Group, www.focus.com/profiles/carlos-hidalgo/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 12
13. Keep Leads Moving through Your Funnel
Marketoâs funnel is key to the success of
our organization. Some important details
to note:
⢠onât let leads sit in any one place in the
D
funnel. Leads should be moving â making
sure they are not forgotten and that you
can measure results of programs and
processes.
⢠earning is a two-way process. Use lead
L
nurturing to educate prospects about
your marketing, and actively learn about
prospectsâ preferences and needs as they
interact with your content.
⢠utomate the process by using lead
A
scoring to move leads to the next stage.
Encourage engagement with lead
nurturing.
⢠ead recycling is powerful â it allows
L
sales to spend their time with the best
leads and utilizes marketing to develop
the sales pipeline for the coming months.
â Jon Miller, Vice President of Marketing at Marketo, www.focus.com/profiles/jon-miller/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 13
14. Buyers 2.0: Blazing Their Own Trail
⢠uyers determine their own âfunnelâ
B
path: Itâs common to conceptualize the
buying process as a âfunnel,â but Buyer
2.0 doesnât move in such a linear or
predictable fashion; rather, buyers move
at their own pace, based on content
consumed and on organizational priorities.
⢠urturing = an iterative loop: Our
N
nurturing of buyers thus should be more
of an iterative process of educating and
learning more about them, and then
providing them with the information and
insights necessary to move their buying
process forward. This looks more like a
loop than a funnel.
⢠arketing automation + demand
M
generation strategy = core components:
Marketing automation (see yellow boxes)
serves as the critical infrastructure for
enabling this type of dynamic, buyer-
driven B2B nurturing, and demand
generation strategy is the architecture
that determines the interactions and that governs your content-based nurturing.
â Adam Needles, VP of Demand Generation Strategy at Left Brain Marketing, www.focus.com/profiles/adam-needles/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 14
15. Todayâs Bottom-Feeders Are Tomorrowâs Surface-Feeders
⢠he sales team creates value by attaining
T
or exceeding its revenue, gross margin,
and product mix objectives.
⢠o help sales succeed, we need to help
T
them focus their most precious resource
(time) on the best sales opportunities.
⢠Bestâ can mean many things, e.g., the
â
highest average selling price, most
profitable accounts, interest in a new
strategic product line, or simply the most
âready to buy.â
⢠e can sometimes buy quality leads,
W
but every company needs to build the
process acumen that makes sales
success repeatable.
⢠otice that in the graphic, the sales VP
N
is âfishingâ at the top of the barrel of
leads, not wasting precious time on the
âbottom-feedersâ (who are tomorrowâs
surface-feeders).
⢠he result is a money multiplication machine that efficiently converts marketing investments into leads, leads into deals, and deals into revenue.
T
â Tom Scearce, Principal at Scearce Market Development, www.focus.com/profiles/tom-scearce/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 15
16. Follow the Four Râs: Reach, Responses, Relationships and Revenue
In todayâs Web-enabled market, buyers
are more informed than ever, directly
accessing information about the market,
your competition, and, most importantly,
your solutions. With tools like social media,
sales also gets involved much earlier in
the process. Plus, with tools like marketing
automation, marketing remains involved
much longer in the process.
The funnel no longer begins with known
prospects. By tracking prospects above
the funnel, marketing can accurately
score leads, place them in the appropriate
nurturing path and track ROI from initial
click to deal close; while sales can
appropriately follow up with ready prospects.
The âFour Râsâ allow marketers to:
â˘
Extend reach with social media, online
ads and paid search;
⢠licit responses to drive prospects to their
E
Web site;
⢠uild relationships through intelligent lead
B
nurturing;
⢠rive more revenue by better-arming sales with truly sales-ready leads.
D
â Matt West, Director of Marketing at Genius.com, www.focus.com/profiles/matt-west/public/
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 16
17. Define Buying Stages and Look at Conversion Rates
⢠he main goal in building a model of the
T
buying funnel is to provide a framework for
analyzing marketingâs effect on revenue.
Different campaigns trigger different
actions. All valuable, but measuring their
value requires a different approach than in
simple buying processes.
⢠he first key step is to understand where
T
each person is in the buying process and
that the stages of the funnel will differ
between businesses.
⢠nce buying stages are defined, you can
O
look at conversion rates to understand
the value of a lead at different stages.
For example, if a deal is worth $10,000,
and an MQL has a 10 percent conversion
rate to a deal, it is worth $1,000. (Values
are based on the conversion rate of the
funnel stage through to close.)
⢠ith this established, it is possible to see
W
the value of a buyerâs movement through
the funnel. For example, if a buyer moves
from âmildly interestedâ ($100/lead) to
âmarketing qualified leadâ ($1,000/lead),
their value has increased by $900.
⢠f a campaign triggered that transition, the easiest way to look at the value of the marketing campaign is that it added that much value to your lead funnel.
I
â Steve Woods, Chief Technology Officer of Eloqua, www.focus.com/profiles/steve-woods/public/,
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 17
18. About the Focus Experts
The Focus Expert Network powers much of the activity on Focus.com. Consisting of thought leaders, veteran practitioners and upstart innovators,
Focus Experts help thousands of businesses with tough decisions every day. They do this by publishing Focus Research, answering questions on
the site, and providing personalized support to the Focus community.
Ardath Albee uses her 20-plus years of business management and Barbra Gago recently joined Cloud9 Analytics, and has consulted
marketing experience to help B2B companies create e-marketing businesses on Web-content strategy, inbound marketing and social
strategies using contagious content to turn prospects into buyers. media for the last four years.
Company URL: www.marketinginteractions.com Company URL: www.Cloud9Analytics.com
Blog: http://marketinginteractions.typepad.com Blog: http://cloud9analytics.com/resources/blog/
Twitter: @ardath421 Twitter: @barbragago, @cloud9analytics
Michael Brenner has16 years of experience in sales and marketing, Steve Gershik is founder of 28Marketing, and he has worked with a
and his common focus has been using customer and market insights to number of B2B technology and cloud computing companies, as well as
drive results-based marketing and to produce a return on investment. HP, Apple and Oracle.
Company URL: www.sap.com Company URL: www. 28marketing.com
Blog: www.b2bmarketinginsider.com/ Blog: www.theinnovativemarketer.com
Twitter: @brennermichael Twitter: @sgersh
Michael Damphousse is a consummate sales and marketing Sue Hay is founder of BeWhys Marketing, a full-service lead generation
executive, leading the growth of Green Leads while sharing B2B consultancy that uses lead process management best practices, lead
demand generation knowledge with others. scoring, persona building, content creation and mapping to achieve results.
Company URL: www.green-leads.com Company URL: www. 28marketing.com
Blog: www.green-leads.com/b2b-blog/ Blog: http://blog.bewhysmarketing.com/
Twitter: @damphoux Twitter: @Sue_Hay
Christopher Doran joined Manticore Technology in 2003 as the Matt Heinz founded Heinz Marketing to focus on sales acceleration.
companyâs second executive hire. He has become a recognized thought His career has been about delivering greater sales, revenue growth,
leader in marketing automation and B2B marketing best practices. product success and customer loyalty.
Company URL: www.manticoretechnology.com Company URL: www.heinzmarketing.com
Blog: www.manticoretechnology.com/blog Blog: www.mattonmarketingblog.com
Twitter: @cdoran Twitter: @heinzmarketing
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 18
19. Carlos Hidalgo is an expert in lead management and marketing Tom Scearce is founder of Scearce Market Development, a Seattle-
automation, with 15-plus years experience. He is a frequent speaker based sales and marketing consultancy. Tom has helped companies in
and author about lead management. diverse industries of various sizes increase revenue.
Company URL: www.annuitasgroup.com Company URL: http://tomscearce.com
Blog: http://blog.annuitasgroup.com/ Blog: http://thelordoftheleads.com/
Twitter: @cahidalgo Twitter: @TLOTL
Jon Miller leads strategy and execution for all aspects of marketing Matt West has over a dozen years experience managing B2B marketing
and is a key architect of Marketoâs hyper-efficient revenue engine and demand-gen programs for tech companies, with experience in
(powered by Marketoâs solutions, of course). agency/consulting and client-side marketing departments.
Company URL: www. marketo.com Company URL: www.genius.com
Blog: http://blog.marketo.com/ Blog: www.genius.com/marketinggeniusblog/
Twitter: @marketo Twitter: twitter.com/m_west
Adam Needles is a marketing change agent in B2B marketing who Steve Woods co-founded Eloqua in 1999 and has held the position of
helps companies develop buyer-centric demand generation programs CTO since that time. He is a prolific writer on topics related to demand
that drive revenue and build their brands in a bottom-up fashion. generation and the current transitions within the marketing profession.
Company URL: www.leftbrainmarketing.com/ Company URL: www.eloqua.com/
Blog: http://propellingbrands.wordpress.com/ Blog: http://digitalbodylanguage.blogspot.com/
Twitter: @abneedles Twitter: http://twitter.com/stevewoods
Focusâ /â Comparison Guideâ /â Midmarket/Enterprise ERP Solution Focus Research Š2010 19
20. About Focus Research
Each year U.S. businesses spend more than $75 trillion* on goods and services. And yet there has not been a definitive source of trustworthy and
easily accessible information to support business buyers and decisions makers â especially those in small and midsize businesses. Filling this gap
is the mission of Focus Research.
Through its Research Guides, Focus Research empowers buyers to make considered purchases and decisions. Focus does this by providing freely
available, actionable advice based on the expertise of other buyers, recognized experts and Focus analysts.
Guiding Principles
Our goal is not only to provide independent and high-quality research but also to deliver a new research model that serves all businesses.
Open: We believe information must be set free. The data, advice and Relevant: We believe there is no âone-size-fits-allâ answer to a
research on Focus are widely distributed and available to everyone business purchasing decision. Focus Research is, therefore, designed
to address specific concerns of multiple buyer types across multiple
Peer-powered: We believe in the power of many. Thousands of buyers
industries. As such, users are encouraged to combine our different
and experts contribute their expertise to Focus every day. Our job is to
research deliverables into tailor-made packages that effectively
take their insights and integrate them into our research.
address their unique needs and goals.
Practical: We believe in addressing everyday issues facing businesses.
Focus Research does not pontificate on high-level trends or promote
broad-based research agendas. Rather, Focus Research endeavors
to provide specific, actionable recommendations that help businesses
make the right decision every time.
* Source: Visa, Inc. Commercial Consumption Expenditure Index fact sheet.
Focusâ /â Expertsâ Guideâ /â Sales and Marketing Pipeline and Funnel Models Focus Research Š2010 20